Contents
Introduction
Source: Apptica
According to Apptica, the Korean game market ranks as the 3rd largest in the world and the 3rd biggest in Asia. It may not be the biggest market but as the users of the market tend to have higher revenue per user and high acceptance rate with playing games, it showcases a diverse array of gaming preferences and trends, making it a significant territory for mobile game marketers to explore and penetrate.
To understand this market more thoroughly, this article analyzes the TOP 100 revenue games in Korea’s Play Store from July 6th to August 6th.
Source: Apptica
Popular Game Genres
In the Korean gaming landscape, certain genres have emerged as dominant forces:
- Role-Playing Games (RPG): RPGs, especially MMORPGs, hold the lion’s share of the market, reflecting a strong cultural preference for immersive and complex gameplay.
- Casual Games: These games come in second, offering lighter, more accessible gaming experiences.
- Strategy Games: Strategy games occupy the third position, attracting players who enjoy tactical and strategic challenges.
Genre with Many Global Games
The Korean market also shows a notable presence of foreign games in several genres:
- Strategy Games: An impressive 100% of the top strategy games are foreign (8 out of 8).
- Adventure Games: Foreign titles dominate with 83% (5 out of 6).
- Casual Games: Two-thirds of the leading casual games are foreign (6 out of 9).
The strategy games in Korea:
Distinct Contrast between Korean Games and Global Games
A distinct contrast exists between Korean and global games:
- Korean Games: RPGs, particularly MMORPGs, are very core-focused with high Average Revenue Per Paying User (ARPPU). The Korean average revenue per download (RPD) is $106, with an average of 32,386 downloads.
- Global Games: These often include strategy, adventure, and casual games, characterized by high download volumes. The global average RPD stands at $72, with an average of 69,569 downloads.
Average Download
Average RPD (Revenue per Download)
Notable Cases Among TOP 11
Legend of Mushroom
“Legend of Mushroom” (버섯커 키우기) stands out as the only RPG within the TOP 11 global games in Korea. Its success can be attributed to:
- Localized Creative Ads: Ads tailored specifically for the Korean audience.
- Ad Concepts: Inspired by its Chinese version, it often plays a short act (e.g. a group of men would not accept a girl in their party since she is just a beginner, but soon the girl exceeds in leveling, thanks to the promotion that gives out so much to the starters).
- Celebrity Endorsements: Popular Korean celebrities featured as models.
- Marketing Focus: The ads and promotions highlight an “easy start” approach to attract a broad user base, prioritizing the acquisition of many users.
Last Wars & Whiteout Survival
“Whiteout Survival,” a top-ranking strategy game, employs several effective strategies:
- Playable Ads: These are the primary methods for user acquisition.
- Emphasis on Simulation: While the survival aspect demonstrates the game concept, simulation is the main draw.
- Frequent Creative Updates: Regular updates keep the content fresh and engaging.
Nyanco Greatwar
“Nyanco Greatwar” (냥코대전쟁) has gained popularity through:
- Localized Creative Ads: Ads tailored for the Korean market.
- Seasonal Promotions and Collaborations: Frequent events to maintain interest (e.g. 10 year anniversary, collaboration with popular IPs, etc.)
- Tutorial Videos: Ads that play tutorials give out guides (as if an advanced player is teaching)
- Unique Characters: The distinctive and sometimes absurd characters contribute to a strong brand identity.
- User-Focused Ads: Emphasizing an “easy start” to attract as many users as possible.
Umamusme
“Umamusme” (우마무스메) is a unique success story:
- Anime-Concept Japanese Title: It features an engaging narrative where players train horse-girls and follow their stories.
- Massive Marketing Campaign: Two years ago, a large-scale campaign boosted its recognition.
- Anniversary Promotions: Recent promotions for its 2nd anniversary led to significant download and revenue increases.
- Casual Gameplay: Easily playable without intense controls.
- Fully Localized Creatives: Comprehensive localization contributes to its appeal.
Conclusion
The insights from the Korean game market highlight several key points for app growth marketers:
- MMORPGs Are Not the Only Revenue Generators: Various genres, including strategy and casual games, can achieve significant success.
- User Acquisition Focus: Both Korean and global developers/publishers can target the market effectively with a focus on user acquisition.
- Localization Is Crucial: Meaningful impact requires thorough localization to resonate with the Korean audience.
- Easily Playable Experiences: Games that offer an accessible and straightforward playing experience are highly favored. This is especially true when paired with compelling promotions that incentivize new users to start playing.
By understanding these dynamics and applying targeted strategies, app growth marketers can effectively navigate the Korean game market and achieve substantial growth and success.
