董澤平Dong, Tse-Ping張智翔IZUMI SHO2023-12-089999-12-312023-12-082023https://etds.lib.ntnu.edu.tw/thesis/detail/b18327c3d1dfd998ca0fcfa06de3b558/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/121961隨著遊戲產業的不斷發展和WEB3.0時代的到來，區塊鏈技術作為一項創新的技術，對遊戲產業帶來了許多新的機會和挑戰。本研究的動機在於探討區塊鏈技術在遊戲產業中的應用時，如何思考創新的商業運營模式，並以賽馬場遊戲為例。賽馬場遊戲作為一個具有廣泛參與度和經濟價值的遊戲模型，對於區塊鏈技術的落地應用具有相當的潛力。本研究提供實證研究的彙整，深入探討如何利用區塊鏈技術實現賽馬場遊戲的商業模式設計，以及相關的挑戰和應對策略。透過研究賽馬場遊戲的商業模式，我們可以深入了解區塊鏈技術在遊戲產業中的應用潛力，並提供有價值的參考和指導，推動遊戲產業的發展和創新。本研究採用深度訪談的方式進行資料收集，從不同角度切入，對GameFi產業進行了討論。研究樣本包括遊戲開發商、代理商以及資深遊戲玩家等專業人士，以獲取多元且豐富的觀點。區塊鏈技術可以為遊戲開發商提供透明、公平和安全等特點，以此吸引更多顧客並創造新的營收來源。但除此之外，賽馬場遊戲的商業模式設計也需要考慮廣告、NPC出租等多種收益來源來維持遊戲生態運作。另外本研究也探討了現實與虛擬賽馬場遊戲類別和現行法規等相關議題。研究結果還強調了區塊鏈技術的落地所面臨的技術門檻、使用者體驗和監管法規等挑戰，並提出了與相關部門合作、提高用戶教育和意識等策略來應對挑戰。研究結果對於遊戲開發者、代理商以及整個遊戲產業提供了實用的參考，並為區塊鏈技術在遊戲領域中的應用提供了有價值的貢獻。同時，本研究也關注遊戲產業中的法規和現實限制，並提出了相應的解決策略。期望這些研究成果能夠推動遊戲產業的持續發展和創新。Motivated by the continuous development of the gaming industry and the advent of the WEB3.0 era, blockchain technology, as an innovative technology, has brought forth numerous opportunities and challenges to the gaming industry. The motivation of this study is to explore the application of blockchain technology in the gaming industry and examine innovative business operation models, using horse racing games as a case study. Horse racing games, with their wide participation and economic value, hold significant potential for the implementation of blockchain technology. This study provides a compilation of empirical research and delves into the design of the business models for horse racing games enabled by blockchain technology, as well as the related challenges and strategies. By investigating the business models of horse racing games, we gain profound insights into the potential application of blockchain technology in the gaming industry, offering valuable references and guidance to foster the development and innovation of the gaming industry.This study adopts an in-depth interview approach to collect data and engage in discussions within the GameFi industry from various perspectives. The research sample includes game developers, agents, and experienced gamers, ensuring a diverse range of insights. Blockchain technology can provide transparency, fairness, and security to game developers, attracting more customers and generating new revenue streams. However, in addition to these aspects, the business model design of horse racing games also needs to consider multiple revenue sources such as advertising and NPC rentals to sustain the gaming ecosystem. Furthermore, this study explores issues related to the classification of real and virtual horse racing games and existing regulations. The research findings emphasize the challenges faced in the implementation of blockchain technology, such as technical barriers, user experience, and regulatory compliance, and propose strategies to address these challenges through collaborations with relevant stakeholders, enhancing user education and awareness. The results of this study offer practical references for game developers, agents, and the entire gaming industry, while making valuable contributions to the application of blockchain technology in the gaming field. Additionally, this study pays attention to regulatory and practical constraints within the gaming industry and puts forward corresponding solutions. It is our expectation that these research outcomes will drive the continuous development and innovation of the gaming industry.區塊鏈遊戲非同質化代幣賽馬場遊戲商業模式blockchaingamesGamefiNon-Fungible Tokenracetrack gamesbusiness modeletd