On October 31, 2024, mobile game marketers and developers gathered online for the latest aix Virtual CoffeeBreak webinar: “Successful Mobile Game Marketing Strategy in Korea”. Hosted by Allen Park (Head of Marketing), and Jamie Lou Borile (Client Success Manager), the session offered deep insights into Korea’s mobile gaming landscape, helping attendees learn effective strategies for standing out in this competitive market.
Contents
Key Takeaways from the Webinar
1. Popular Mobile Game Categories & Emerging Trends
The Korean gaming market is diverse and intensely competitive. Traditional genres like RPGs continue to be popular, yet casual and puzzle games are growing in appeal, particularly as users balance gaming with other entertainment options like streaming platforms. Marketers should pay attention to these shifts and consider the popularity of more time-flexible games when targeting audiences.
2. User Acquisition (UA) Tactics That Resonate with Korean Gamers
Allen and Jamie outlined proven UA strategies tailored to Korean players, emphasizing the importance of selecting the right channels and setting performance benchmarks. As the competition for player attention is fierce, effective targeting and continuous optimization based on KPIs were recommended to ensure long-term scalability.
3. Korean Game Ads: Nuances and Cultural Specifics
Korean game advertisements are highly localized, employing creative patterns that resonate culturally with audiences. Allen emphasized how humor, visual storytelling, and strategic use of Korean pop culture can increase engagement. Tailoring ad content to reflect local interests and values was highlighted as essential for connecting with Korean gamers on a personal level.
4. Budget Distribution by Game Grade (AAA, AA, A)
Understanding budget allocation per game grade can significantly impact a game’s success. The webinar broke down how top developers spend on AAA games to ensure high-quality content, while A and AA titles are typically more flexible with lower budgets, which still enable strong audience appeal and engagement.
Highlights & Insights
- Intense Gaming Culture: With a high population density and a strong affinity for competitive gaming, Korean players are particularly driven to excel. This intense environment is crucial for understanding user motivations and aligning marketing strategies with cultural values.
- Shift in Game Preferences: While traditional RPGs are still popular, casual and puzzle games are seeing a surge, likely due to time management pressures and the rising popularity of OTT platforms. Marketers should consider these trends when planning new releases and positioning their games.
- Importance of Localization: Localization goes beyond language—content that reflects local culture, humor, and values resonates better with Korean audiences. This approach helps build trust and increases user retention in the highly competitive Korean market.
- Direct Community Engagement: Korean gamers place high value on transparency. Engaging directly with the gaming community through forums, events, and social media can foster loyalty, brand integrity, and word-of-mouth marketing.
- Strategic Category Positioning: Category selection can significantly influence a game’s visibility and appeal. Games marketed as action often attract more users, even as RPGs face challenges related to revenue generation. A well-chosen category can help marketers drive downloads and enhance discoverability.
- E-sports and Community Events as Engagement Drivers: The e-sports industry is booming in Korea, offering brands new opportunities for engagement through tournaments and community events. Marketers who leverage these channels can build stronger connections with their target audience and foster brand loyalty.
- Seasonal Campaigns: Korea’s seasonal trends, including holidays and special events, offer a unique opportunity for user acquisition. Timely campaigns that align with these trends can enhance visibility, drive engagement, and boost retention rates, especially in Korea’s competitive market.
Questions This Webinar Answered
What are the most popular mobile game categories in Korea right now?
- RPGs continue to dominate the Korean market, but casual and puzzle games are gaining popularity as players look for shorter, more flexible gaming options to balance with other forms of entertainment, such as OTT platforms.
What emerging trends should game developers watch in the Korean market?
- The rise of casual and puzzle games points to a shift in user preferences. As users seek quick, engaging content, these genres are seeing more traction, indicating a need for developers to consider games that fit users’ busy schedules.
What are effective User Acquisition (UA) strategies for the Korean gaming market?
- Proven UA strategies include using localized, culturally relevant ads, leveraging the right performance channels, and continually optimizing campaigns based on performance metrics specific to the Korean audience, which demands high-quality, targeted content.
How should budgets be allocated across different game grades (AAA, AA, A) in Korea?
- For AAA games, budgets are typically higher to ensure top-tier quality and immersive experiences. For AA and A games, budgets are more flexible but still aimed at delivering appealing content. The allocation varies depending on the game’s revenue potential and audience.
What are the current shifts in game popularity in Korea?
- While RPGs remain dominant, the popularity of casual and puzzle games is growing. This shift reflects changing user preferences influenced by competing entertainment options and time constraints.
How important is localization in the Korean mobile gaming market?
- Localization is critical. Games that resonate culturally—using local humor, language nuances, and themes—tend to perform better. Localization helps build trust and aligns the game’s brand with the Korean audience’s expectations.
Download the Webinar Slides
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