摘要
西元2010年起，受到各國政府對於博弈遊戲漸趨嚴格的管制，以博彩機遊戲為主的個案公司，不斷受到政策的影響，業績也逐年下滑。公司為了生存，轉型以開發休閒娛樂為主的線上社交博弈遊戲，得到了初步成功。雖然如此，在社交博弈遊戲的廣大市場中，個案公司仍須面對許多新創公司以及獨立開發者激烈的競爭。因此，對於個案公司而言，憑藉著博奕遊戲開發經驗的優勢，或許能快速的切入社交博弈的新市場，但對於眾多追趕的競爭者，要如何能在群雄割據的紅海裡脫穎而出，就不能只有單靠產品，還需要有應用面的策略以及技術的佈局，才能持續在該領域保持長勝之姿。
本文將以個案研究的方式，先針對以博奕遊戲為主的博彩機及社交博弈市場進行總體環境的分析，透過PEST來瞭解政策對於博彩機的影響，以及產業鏈變化的市場趨勢並且評估未來的營運發展，再以利用安索夫矩陣(Ansoff Matrix)及波士頓矩陣(BCG Matrix)檢視個案之既有產品線的能量，並預估產品的發展，其次，聚焦在新領域的社交博弈市場，透過市調機構及個案公司的內部次級資料來進行市場分析，並且透過五力分析來瞭解個案公司對於社交博弈市場所需面對的競爭程度，以及進行內外部環境變化的SWOT分析，來找出可行的策略組合以及技術佈局，最後利用策略技術藍圖快速導入法(T-plan)規劃未來三年（2020~2022）研發藍圖（Product roadmap），以符合社交博弈市場所需之關鍵技術與發展策略。總而言之，本研究以為上述的研究結果替個案達成1. 瞭解個案博彩機之經營策略所面臨的困境與挑戰及未來轉型發展的方向2. 找出個案轉型到社交博弈市場所需之關鍵策略之目的，以擬定策略發展的執行方案。

Abstract
From 2010, with the stricter and stricter regulation by the local governments, the performance of case company of gaming machines was declining year by year, affected by the government policies. In order to survive, the case company transformed its main products from the traditional gaming games to online social gaming games, and then received the initial success. Nevertheless, in the market of social gaming games, the case company still have to face the fierce competition from many startups and independent developers. So, for the case company, it may be able to enter the market of social gaming games quickly with the advantage of gaming game development experience. However, how to stand out in this competitive environment is difficult. The application strategy and technical layout are required for the case company to act as a leader in the field of gaming games.
Firstly, this study analyzed the overall environment of gaming machines and social gaming games for the case company. Through the PEST analysis, the policies impact and market trends of the industry chain were investigated, and the future operational developments was evaluated. Afterwards, the Ansoff Matrix and the Boston Matrix had been used to examine the existing product line and future product development. Secondly, focusing on the social gaming market, this study conducted market analysis of the case company through the secondary data from market survey agencies. Then, through the Porter’s Five Force Analysis, the degree of competition was understood; using SWOT analysis, internal and external environmental changes were studied to find out the strategy combination and technical layout. Finally, T-plan, the Technology roadmaps, has been applied to plan the next three years (2020-2022) product roadmap for the case company. In short, this study (i) understood the difficulties and challenges for the gaming games and the possible directions of future transformation and development and (ii) identified the key transition strategies from the traditional gaming games to online social gaming games. Based on these two items, the development strategies were proposed.

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