South Korea has long been recognized as a powerhouse in the global gaming industry, with a tech-savvy population and high rates of mobile engagement. However, as recent data from Apptica reveals, the market dynamics are changing rapidly. In 2024, shifting user behavior and new revenue trends are reshaping the country’s mobile market, with broader implications for both game developers and non-gaming app marketers.
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Android’s Top Revenue Games: RPG Decline and Rise of Casual Games
For years, role-playing games (RPGs), especially MMORPGs, dominated South Korea’s mobile game revenue. But recent insights show a significant decline in revenue for RPGs on Android’s TOP 100 Revenue Games chart. Instead, Casual and Puzzle games are gaining ground, reflecting a shift in user preference toward genres that are easier to engage with in shorter, more flexible play sessions. This trend underscores a broader movement within the gaming market as Korean players pivot from time-intensive games to genres that offer quick entertainment with lower time demands.
The reduced time spent on RPGs can be attributed to the growing variety of content available on mobile devices. As we state in Apptica’s latest report, “Korea has long been known for its strong and sizable gaming market. While this remains true, overall revenue, particularly for MMORPGs, has declined. I observed that this is due to the increasing variety of content available to Korean users, such as short-form videos, webtoons, and OTT services. MMORPGs typically require significant time commitments, but users now have less time for them as they spend more time on OTT platforms and reading webtoons. Apptica’s data confirms that OTT services and webtoons are the two categories experiencing the largest revenue growth.”
Get Apptica’s Report: Non-Gaming Apps in Asia, Q3 2024
Growth of Webtoon and OTT Services in South Korea
In non-gaming categories, webtoons and OTT (over-the-top) streaming services are leading the charge in both revenue and user engagement. South Korea has one of the most developed markets for webtoons globally, and this format has become a daily habit for many Koreans, delivering accessible, on-the-go entertainment that fits seamlessly into busy schedules. On Android, both Webtoon and OTT apps dominate the TOP 100 Non-Game Revenue charts, while on iOS, OTT services lead in revenue with webtoons close behind. This cross-platform trend reflects a strong, sustained interest in content consumption beyond gaming, as well as a deepening preference for serialized entertainment that doesn’t demand a prolonged focus in one sitting
Korean users are also spending more time than ever on OTT platforms, drawn by diverse content options from global and local providers. This focus on streaming is reshaping how users allocate their time on mobile devices, leading many gamers to reduce their playtime as they turn to webtoons and OTT streaming services for accessible, immediate entertainment.
Casual Games Gain Popularity in a Market with Less Time for Games
This shift toward non-gaming content is impacting revenue rankings for mobile games in Korea. The 2024 rankings reveal a rise in interest in Casual games, which are increasingly capturing attention as players have less time for traditional RPG or MMORPG titles. Korean gamers are adapting their preferences to align with their available time, which is increasingly spent on OTT or webtoon content. This means that even in the highly competitive gaming market, the most successful apps tend to be those that provide quick, easily accessible fun.
What This Means for Developers and Marketers
For app developers and marketers targeting South Korea, these trends offer several insights for strategic planning:
- Diversify Content for Shifting Preferences: Korean users are diversifying their digital consumption, particularly with webtoons and OTT services on the rise. For game developers, creating games with shorter playtimes, such as casual or puzzle games, might better capture today’s time-conscious users. Non-gaming app developers should consider adapting their services to meet the high demand for video and webtoon content in mobile-friendly formats.
- Optimize for Cross-Platform Engagement: With OTT and webtoons performing well across both Android and iOS, optimizing apps for seamless experiences on both platforms can enhance reach and engagement in the Korean market.
- Consider Short-form Content and Bundling Options: As Korean users turn to webtoons and OTT apps for short-form and serialized content, app marketers could explore partnerships or bundled offerings with these popular apps, allowing users to engage with multiple types of entertainment in one place.
- Leverage Data to Target Shifts in User Behavior: Apptica’s data suggests an evolving landscape for app consumption in Korea, with significant revenue growth outside traditional gaming. App marketers can use similar market data to track changes in user preferences and guide both game development and non-gaming product strategies toward the trending categories of OTT and webtoons.
South Korea remains a top mobile market, but as time becomes a premium, users are increasingly gravitating toward content that allows quick engagement. Game developers and non-gaming app marketers alike can stay competitive by adapting to these new consumption patterns and exploring innovative strategies to meet evolving user demands. By aligning with these preferences, app developers can tap into a lucrative yet shifting market that values flexibility, variety, and ease of access.
