In this modern age of globalization, reaching beyond your own market and expanding into a different one makes sense from many different perspectives. Expanding to larger group of users who are interested in playing your titles is an excellent way to increase revenue and brand awareness across a global market.
While there are many large and successful markets within Asia, its impossible to deny the explosive growth and success of the Korean gaming market. With a total worth of over 9 billion dollars that continues to steadily grow, the gaming market, and specifically the mobile gaming market is one success story after the other, with some of the most popular mobile titles making up to $300,000 daily in revenue.
With a heavy saturation of mobile devices, and a population that embraces and plays titles faster than any other country in Asia, now has never been a better time for foreign developers to make the leap into the Korean market.
What Korea Offers
Korea currently has mobile penetration rate of over 100%. Within that 100% nearly 95% of all users use a messaging platform to communicate with their friends and family. While messaging platforms are beginning to pick up steam in North America and Europe, in Korea popular platforms like Kakao have dominated the scene for over several years, and show no signs of slowing down. With over 70 million users in other countries using Kakao and over 90% penetration rate for Korea, Kakao is a platform to connect with all demographics. Whether young or old, rich or poor, everyone uses Kakao to communicate.
If you’re wondering why this matters for games, the answer comes from Kakao’s own distribution service. Along with communication, Kakao also offers users a gateway to download books, coupons and even games through its service. The introduction of games has proven to be a massive success, with a majority of the most popular and highest grossing mobile titles in Korea coming from Kakao. Learning how to publish through Kakao offers a huge advantage when it comes to promotion and distribution with a large network of users who can advertise and share a game with the swipe of a finger.
What About Google Play/iOS?
While western developers are used to prioritizing the iOS market place over Google Play, it’s important to realize that in Korea, the opposite is true. With Android devices making up the majority of hardware sales, Android enjoys over a 90% share of the market. This is largely due to domestic hardware manufacturers like Samsung and LG. As such, Apple has barely made a foothold in the marketplace and domestic game developers tend to take and Android first approach.
For a developer unfamiliar with the Korean market, it may seem like a daunting task to try and enter the fast paced and demanding market. While there are some barriers to crossing over to this market, understanding the market and having a plan that allows developers to utilize various platforms and market places is the key to success. Messaging platforms are starting to catch on with game distribution, with other similar services to Kakao such as Band, Line, and MyPeople starting to offer games through their services. While Kakao definitely has a strong grip on the messaging and gaming market, success outside of Kakao is not impossible. For example, Clash of Clans, is the number two highest grossing title in Korea as of this writing, and it is not distributed through Kakao. Success without Kakao is entirely possible, as a well made and popular game will sell regardless of platform. Knowing what Korea likes to play is another big step in confidently breaking into the market.
What Korea Likes to Play
Games in Korea fall into three categories: casual, mid-core, and hard-core. Casual titles being colorful, easy to play titles that all ages and demographics can play. These include games like puzzle games and endless runners, such as the famous Cookie Run, developed by Devsisters. While these are by far the most popular titles in Korea, they also come from a market that is the most crowded and most competitive and they don’t monetize as well as mid-core and hard-core titles. The genre also suffers from a lot of copy-catting as smaller studios try to get a slice of the pie.
Mid-core games have more advanced game mechanics and require more commitment than casual titles. Examples of this are the hack and slash titles and action RPGs, such as the mobile blockbuster Blade, produced by 4:33 studios.
Hardcore games offer the most complicated and time consuming gameplay, requiring the user to invest the most amount of time and effort in the game. RPG’s and Turn Based RPG’s are most common in the hardcore genre, including titles such as Soul of Legend, a mobile MOBA.
Mid and hard-core offer the most opportunity for western developers. The casual market is saturated and difficult to gain recognition. Without international momentum to carry into the market, as King had with Candy Crush, developers from abroad are likely to drown in the noise of Korea’s casual market.
Planning for the Future
The best opportunity for western developers lies in the mid and hard-core markets. Not only is it a less saturated market, but they also tend to monetize better, with users willing to pay more and invest more of their time in their games. While some mid to hard core games have begun to find success, it is no where near the same level of saturation as the casual tiers, this means that the market is ripe for new ideas and new titles.
With a high saturation rate of users, a market that makes millions of dollars daily and a niche that is still waiting to properly explode with popularity; the opportunity for western developers to publish their titles in Korea has never been more advantageous. Researching your demographic, knowing what the audience wants (or what is popular) and most obviously, having a great game are the keys to succeeding in Korea.
Tell Us WhatYou Think
Have a game you’re interested in releasing in Korea? Let us know about it! Leave a comment and a link to your game. Don’t forget to connect with us on Twitter, Facebook, and LinkedIn for more pro-tips on making hit games for Korea.