電子遊戲產業目前位居全球娛樂和媒體市場中營收最高的次級市場，展現數位創新在全球貿易的機會和經濟增長。近期的增長不僅受到數位化的影響和驅動,這擴大了全球的觸及範圍，但同時也使全球遊戲市場趨於飽和，揭示多層次的文化偏好。為了在當今的電子遊戲產業中保持競爭力，得以應對環境變遷的跨文化行銷是必要的。然而文化維度被認知和在跨文化行銷的應用，缺乏並需要關注產業整體利益。儘管順應國際貿易增長，使活躍台灣國內電子遊戲市場，技術能力和經濟發展依然缺乏全球性視野。因此本研究以台灣作為場域，透過實證探索跨文化電子遊戲行銷，以檢視重要且缺失的文化層面議題。
首先，通過文獻回顧，本研究重新梳理在不斷變遷的全球電子遊戲產業中的「文化」一詞的脈絡，第二，接續前導調查和專家訪談，以獲得有關台灣遊戲產業現況和對全球遊戲市場的觀點概述後，第三，以獨立遊戲開發公司Sigono 和遊戲發行公司Joy Brick 作為實證研究的個案，藉此調查跨文化行銷觀點、程序和實踐，伴隨執行與台灣數位產業發展機構官員的訪談，以釐清本地獨立遊戲間的落差和國內對產業支持的潛力，最後，本研究釐清對於台灣獨立遊戲公司，對於跨文化行銷首要關鍵的基礎需求，以跨文化行銷工具組合，支持台灣獨立遊戲產業全球發展。
根據本研究結果，台灣的電子遊戲公司面臨著許多跨文化遊戲行銷上的挑戰，例如資源不足、欠缺行銷專業知識和文化深度。儘管面臨這些障礙，研究揭示了可以利用某些既定特性或方法，以改善海外遊戲市場滲透。本研究將發現整理為三種工具：社會資本、適應力和多樣化。通過利用這些工具，台灣的電子遊戲產業可以更好地克服文化障礙，並觸及更多元化的跨文化受眾。

The video game industry currently sits as the highest-grossing sub-sector in the global entertainment and media market, demonstrating global trade opportunities through digital, innovative, and economic expansion. Recent growth has both been driven and implicated by digitalization, which has expanded global reach but saturated the market and exposed multilayered cultural preferences. To stay competitive in today's game market, cross-cultural marketing that addresses these evolutions is necessary, however, the way cultural dimensions have been recognized and leveraged in this regard, is lacking the attention needed to realize the industry’s full benefits. Taiwan, despite demonstrating an active domestic video game market amidst global trade expansions, technological capacities, and economic development, has lacked global visibility. Therefore, this research pursues Taiwan as a fitting case study for examining the missing yet vital addressal of culture, through empirically exploring its cross-cultural game marketing.

First, through literature review, the researcher re-contextualizes the term "culture" within the evolving global video game industry. This is followed by a pilot survey and expert interview to gain an overview of Taiwan's industry status and perspectives on the global market. Third, indie game development company Sigono and game publishing company Joy Brick, were selected as case studies for empirically investigating cross-cultural game marketing perceptions, processes, and practices. This is accompanied by an interview with a digital content development agency official to clarify gaps and potentials of domestic support. Finally, this research identifies the top essential cross-cultural marketing needs of Taiwan's indie game companies to contribute a toolkit to support their global development.

According to the results of this study, Taiwan’s video game companies face a myriad of cross-cultural game marketing challenges such as a lack of resources, marketing knowhow, and cultural depth. Despite these obstacles, the leveraging of certain qualities or methods improved their ability to penetrate overseas game markets. These were organized into three tools, social capital, adaptability, and diversification. By leveraging these tools, Taiwan's video game industry could be better equipped to overcome cultural barriers and reach more diverse cross-cultural audiences.

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