Abstract
2007 is another stage of online game industry in Taiwan. The survivals must compete with the newborns. The key to success is integrating R&D and Marketing. In early stage, we learned how important marketing is. In the last stage, it showed advantage of R&D. Now, the trend is integrating R&D and Marketing. This research takes the greatest and the most successful online game group in Taiwan— Soft-World group for example. I design my research construction according to the ways of case study by Yin (1994: 90-99). I interviewed the top manager of Soft-World group and developed “directly internal integration” and “cross-organization integration” these two models. If strategy of company focuses on only R&D and marketing, it will choice cross-organization integration to be the most suitable integration model; opposite, company will choice directly internal integration. I also find that if online game industry in Taiwan wants to be advantaged, the companies in this industry must integrate themselves, because of the strength of Japan and Korea. Finally, I hope this research would be helpful to Taiwan’s companies and could create our own core competence.