Nativex's TopWorks Creative Studio helps Youzu and Purple Dragon games win the Japanese and Korean markets

Creative materials are deeply localized to strengthen the growth advantages of overseas games

GUANGZHOU, May 10, 2022 /PRNewswire/ -- With a mature market player ecosystem and the geo-culture of its neighbors, Japan and South Korea have become a must for many manufacturers to expand their competitive advantage. With the increase of major manufacturers going overseas, the original fiercely competitive market situation has further intensified, and it is not easy to break into the two "saturated" markets of Japan and South Korea. Especially in the past two years, creative materials have become a major part of the growth gap between major game manufacturers. However, limited to the practical factors of large cultural differences and high practical difficulty, there are only a few manufacturers who can really do a good job in localization and high absorption of creative materials.

Recently, Nativex's TopWorks Creative Studio has helped two medium- and heavy-level games -- Endless City Battle/Infinity Kingdom/インフィニティ キングダム諸王の戦 Contention and Purple Dragon Games' "God of War Relics/아레스 크로니클", respectively, achieving the desired publicity effect in the Japanese and Korean markets and achieving considerable growth. Battle of The Endless City is a cartoon-style SLG game (strategy game) published by Youzu Network. God of War Remnant is a combat MMORPG (massively multiplayer online role-playing game) released by Purple Dragon Games, where players have to duel to win and get rewards.

Tap into player preferences and orient your ideas

Creative assets are inseparable from insight into the target audience.

Take the Korean market as an example. RPG mobile games have always been loved by Korean players. According to the data, RPG, as the highest-revenue game category in the Korean market, accounts for more than 66%. In fact, Korean players' preference for RPG has continued for many years: from Legends two decades ago to Dungeons & Dragons ten years ago, these classic RPG mobile games have long formed an important imprint for Korean players.

Many of the players who grew up with these classic games have stepped into society, participated in work, and have certain consumption power and entertainment needs. Coupled with a sense of familiarity and nostalgia, the urban white-collar crowd will become the target players of God of War Relic.

The target audience of "Endless City Battle" is the Japanese youth group, and office workers and students account for a relatively large proportion. Japanese players are more interested in creative presentations with strong visual impact.

How can you further amplify this insight in your footage to attract more target players? TopWorks Creative Studios gave a local solution and handed over an excellent answer sheet.

As we all know, Japan and South Korea have a strong entertainment industry. Compared with the one-size-fits-all approach, the TopWorks team targeted the study of the explosive advertisements in Japan and South Korea, and selected the form of live-action short videos and UE4 videos in a targeted manner.

Scene creation, emotional rendering, emotional resonance... Live-action short videos not only have the above advantages, but also are a form of content consumption that players are very familiar with and love. Especially for office workers who already have RPG memories, the live-action interpretation of the storyline brings out the highlights of the game and makes players more happy.

The UE4 video relies on the high-quality picture tension of "the knife has a sense of motion, and the frame frame has special effects", which highly restores the game scene, enlarges the cool game plot, and gives the player a real game experience.

Insight into the psychology of the audience, let the social animals " Resurrection in situ "

The pace of urban youth work in Japan and South Korea is fast-paced, and many young people have developed various skills to go to work and fish. From the workplace to the fish, TopWorks created the idea of "moving bricks and playing "God of War Relics", relaxed and happy, and eliminating fatigue".

Under the familiar scenes and events, it can quickly narrow the distance with the user, cater to the young people's psychology of touching the fish, and make the target audience have a sense of intimacy with the game. At the same time, by creating a dramatic contrast of the plot, the target audience's memory point for the game in this scene is deepened. Under the background of the tense plot, the protagonist was caught by the boss because he played this game, so as to achieve the purpose of promoting the product.

In addition to the localization of Fu Hua Dao, tracing its roots, this material idea was inspired by a very popular Korean crime movie "Lao Qian", in which the "hands are faster than the eyes" movie meme has a high reputation among the player community. The tone of the advertisement is full of reality, the humorous ending setting, and give people a sense of absurdity that is higher than life, and the audience laughs and deepens the memory of this game again.

TopWorks creative material screenshot: Play "God of War Relic" when you are tired of moving bricks, relax and happy, and eliminate fatigue

Deep local execution, with hot-blooded teenagers to attract players

Japanese academic qualifications are so well-known that Japanese people usually call their entrance exams "exam hell." Therefore, when producing the promotional material "Hanging Up at the University of Tokyo" for "Endless City Battle", TopWorks aimed at the classic scene of the Japanese students' college entrance examination.

Students in a very tense preparation situation, by playing "Endless City Battle" to achieve the purpose of relaxation. Subverting stereotypes that games interfere with schoolwork and have fun, the video plot redefines gaming relaxation: in a world where students are preparing for exams, playing games is a good choice to relieve stress.

In terms of plot setting, the material shows the various life scenes generated by resource collection, training speed and real-life preparation, and carries out two-line narrative and comparison, creating a casual gameplay idea of "no liver and no krypton" in the game, breaking the inherent impression of users on the SLG type game "time-consuming and laborious".

In terms of main visual presentation, it fully fits the plot setting of the Japanese exam and the cultural core of the second dimension, absorbs the elements of the manga, strengthens the effect creation, and makes people feel hot blood when they see it.

Promotional video material of "Battle of Endless City" "Hanging Up at Tokyo University"

High quality UE4 Video, restore the game experience

But when it comes to the real experience of the game, UE4 is undoubtedly a better choice. UE4 has new technologies such as instant trace tracking, HDR lighting, and virtual displacement, and can calculate 200 million polygon operations in real time every second. With good ray tracing, UE4 is second to none in creating surreal visuals and immersive experiences with realistic materials, lighting combinations, real-time light rendering, and efficient compositing.

The "Relics of the God of War", which shows the epic picture of the universe, is a powerful highlight of the mobile game itself. With UE4 video, TopWorks Creative Studios recreates beautiful gameplay graphics to highlight the game's 3D experience. Viewers can not only experience the cool equipment full of streamers in an immersive way, but also feel the unique charm of the game from the characters' resolute eyes and powerful skills.

"We are excited to partner with TopWorks Creative Studios to complete the creative material for Ares Remnant. We put a lot of effort into the creative planning process, and TopWorks' local team was able to quickly respond to challenges and consistently deliver high-quality results. In the era when content is king, they know how to use creativity to attract the attention of the target audience and awaken players' attention to advertising. Create compelling stories with deeply localized creatives that deliver great conversions. "The Purple Dragon Game Marketing team recognizes TopWorks Creative Studio's professional services and outputs.

If you want to penetrate the Japanese and Korean markets, game manufacturers should adopt creative strategies according to the preferences of the desired target audience. Nativex's TopWorks Creative Studios reach out to local audiences and empower game makers with localized packaging and high-quality footage from head to toe. With expertise and successful experience, TopWorks has become the creative material of choice for major overseas manufacturers.

concerning Nativex and its subsidiaries TopWorks Creative Studio

As the world's leading online marketing expert, Nativex covers all-channel traffic at home and abroad, providing products and services such as agency delivery, creative materials, KOL marketing, and intelligent delivery to help customers achieve cross-regional growth. Nativex's TopWorks Creative Studios connects hundreds of creative agencies across 30+ countries and regions with 14 offices around the world. Creative teams around the world can output creative content that meets the characteristics of the target market based on local insights, including live-action short videos, branded TVCs, interactive videos, UE4 videos, VR videos and other types of creatives.