Lifetime Value Management of Network Game Customers

Network video games have become one of the main ways of entertainment for people in many developed countries. With the rapid popularization and application of internet, the development of network game market in China has entered a period of rapid growth and also brought along the development of related industries, which have a positive effect on promotion of development of China´s network economic and entertainment and enrichment of people´s entertainment life. In 2009, China´s actual sales amount of online games market reached 25.62 billion yuan, which was increased by 39.4% compared with last year, bringing along the production value of telecommunication, IT, traditional publishing and other related industries for nearly 55 billion yuan. This is the fifth consecutive year that China online games show strong growth tendency, and in all business states of China´s internet, network game is the only business state that not affected by any negative effects of economic crisis. The main subject of this paper is using customer management to improve customer value of network video games and improving the profit of online game operation enterprises through correct customer acquisition, customer retention and Add-on selling to continue to drive the development of related industries.