In today’s fast paced environment, Korean gamers are consuming new gaming related content at a rapid pace. Keeping players engaged and also having a title that can remain profitable is one of the biggest challenges that publisher can face. For any publisher, to have any of their games featured among the top selling games in Korea is a sign of success in both marketing and the actual game itself.
So what do you say about a publisher that has not one, but five titles sitting in the top twenty highest grossing games in Korea?
CJ E&M Corp. is currently responsible for five titles sitting in the top twenty. Some of their titles, such as Everymarble, have gone on to surpass some of the biggest games on Kakao, including Anipang and Cookie Run. So how is t CJ E&M able to achieve what very few others can?
A brand name and a massive bank account is the easy answer, but their secret to success runs far deeper than that. In order to discover what makes CJ E&M such a dominant force, we need to look at a variety of factors, ranging from the titles they produce to the way each title is distributed to players.
The Things in Common
The five titles currently on the charts hold a sequential position at number three, four and five. The two remaining titles sit towards the end at number eleven and number fifteen respectively. All five of these titles feature different styles of play; however each of these titles has two factors in common:
1. All five games were created by developer Netmarble.
2. Each of the titles is available through KakaoTalk.
With these two factors in mind, we can take a look at where’s CJ E&M’s focus lies and begin to form some understanding behind their secrets of success.
With over a 100 million users worldwide (a number that continues to grow) and a 95% user base in Korea, Kakao is a dominant and ever present factor when it comes to mobile devices. Available on both Android and iOS systems, KakaoTalk has been the primary way for Koreans of all ages to communicate through text. By using KakaoTalk, users can amass a list of friends and family who are instantly available to message at the simple swipe of a finger. With an already massive user base, it should come as no surprise that once KakaoTalk started becoming a game distribution platform, it ended up becoming hugely successful with titles such as Anipang and Dragonflight.
Three Tiers of Gaming
Fast forward to 2014, and the Korean mobile gaming market, and more specifically the Kakao gaming market is overflowing with casual titles. Although some runners and puzzle titles have proven to be hugely successful, the over-saturation has created a wave of “Me too” titles. This has compounded the, already difficult, issue of discovery, and its easy for good games to become lost in the fray.
It is with this in mind that the focus comes to the final two tiers of mobile gaming: mid core and hard core titles. While nowhere near as popular as casual titles, these two areas have begun to show signs of increased popularity and a stronger embrace from gamers. When you consider that gaming in Korea isn’t a niche hobby, but rather a national pastime, it is only natural that the gaming market would mature as their users move away from casual content and begin exploring more core based games.
If we look at the five games published by CJ E&M in the top twenty grossing games in Korea, with the exception of one title, we can see a common theme among them:
#3: Monster Taming: A dungeon crawling hack n’ slash RPG
#4: Seven Knights: A side scrolling hack n’ slash title with RPG elements.
#5: Everybody’s Marble: A board game where players take their characters around the different boards and participate in board game situations.
#11: Dragon Guard: A PvP hack n slash action MMORPG
#15: Chagu Chagu: An arcade soccer title
Each of the titles, with the exception of Chagu Chagu, are the mid and hard core titles mentioned earlier. All of the titles feature RPG gameplay, arguably the most popular genre of gaming in Korea and combines it with an in depth and robust gaming experience usually found with PC and console titles. Developer Netmarble has successfully called upon the nostalgia and similarity of gameplay to other popular titles such as Diablo II and III while tapping into an area of handheld gaming that is ripe with potential for growth. However, knowing your audience and giving them what they want is only half of what makes these games a huge success. There is one more essential element that CJ E&M has successfully embraced.
Gaming on a social platform
While KakaoTalk began as a way to chat and communicate with friends and family, its this simple design philosophy that is the biggest asset to CJ E&M’s games and one of the most significant reasons behind its successes.
With KakaoTalk, the games you play are integrated with your existing friend’s list, giving each player a more enhanced experience in which their interactions come from, not in-game characters or NPCs, but rather real world people. Your friends, girlfriend/boyfriend, mother, etc. are now part of your gaming experience. Gaming in Korea is primarily a social experience, and by having a active friend’s list where people can play and compete together, it provides all of the social bells and whistles that PC and console gamers have experienced for years, now in a mobile format. There’s no need to download additional software and no need to re-add your friends on yet another social platform. Everyone you have ever communicated with through Kakao is now available to play with you.
A high user network like KakaoTalk also comes with a critical component to the success of any mobile title and the creation of a solid positive feedback cycle: positive word of mouth.
If a player likes a game on KakaoTalk, they can instantly send a game invite to their friends. Nearly all of the games in CJ E&M’s catalog offer the option to share games and invite other players off your Kakao list. They also offer in game rewards and incentives for bringing in other people to play with you. By including options like this CJ E&M have grown their numbers organically and increased their active users, contributing to an overall increase in their ranking and popularity as a brand.
It’s easy to see why CJ E&M has become such a dominant force on the mobile gaming marketplace. Through having foresight to give players options outside the crowded casual tier and allowing them to engage on the largest mobile social platform in Korea, CJ creates a cycle of demand, promotion and sharing that continues to fuel itself and achieve a large market presence that most publisher can only dream of achieving.