South Korea's wave of local new tourism is poised to launch, what are the chances of winning the domestic game "entering Korea" in 2023?

A new round of competition at sea has begun.

Last year, as the epidemic dividend faded, the scale of the global game market and the number of users showed a downward trend, but the R&D and operation capabilities of manufacturers increased day by day, and domestic overseas manufacturers became more and more comfortable in facing overseas markets. However, the competition with overseas local manufacturers is still a major problem faced by overseas manufacturers.

Taking the Korean game market as an example, when we talked to William Liam, director of Yeahmobi's digital advertising division, he mentioned that as the overseas market becomes more and more volatile, a major challenge for domestic games to enter South Korea is to compete with local games. Because local manufacturers have a more thorough understanding of the local market and users, there are also many powerful manufacturers.

A month has passed since 2023. Will it be easier to go to Korea this year?

Domestic games, think of danger in peacetime

The major game markets are basically dominated by local games, and South Korea is no exception. Korean games have a long history, deep research and development genes, and mature player payment habits. Although the market share of MMORPG products is far ahead, the Korean market has also shown a trend of diversification in the past two years, with a fierce two-dimensional momentum, sports and action categories, which have jointly promoted the prosperity of the Korean game market.

According to Sensor Tower, in 2022, the revenue of the Korean mobile game market was US$5.3 billion, down 10% year-on-year, but still a significant improvement compared to 2019. The Korea Cultural Industry Promotion Agency predicts in the "2022 Korean Game White Paper" that by 2024, the size of the Korean mobile game market may reach 16.4489 trillion won (about 13 billion US dollars).

In the past two years, the Korean mobile game market has produced many eye-catching new products, such as Kakao games' "Odin: God Rebel", "Eversoul", Ncsoft's "Paradise W", Devsisters' "Cookie Parkour: Kingdom", Netmarble "Two Kingdoms", SHIFT UP's "Goddess of Victory", Nexon's "HIT2", "Dungeons and Warriors Mobile Game" and so on; Some classic head old products have also maintained stable operation, such as the Heaven IP series and the Sword Spirit IP series.

Finally, it is reflected in the list, in the top 10 of the Korean market revenue list in 2021, the top 5 positions are occupied by Korean mobile games; The four new games that entered the top 10 revenue list are all from local manufacturers, and their revenue growth has exceeded 100 million US dollars. In the top 20 of the Korean market revenue list in 2022, the top 5 are still the world of Korean mobile games; Of the 5 new games that entered the top 20 revenue list, 3 are from local manufacturers.

Although the local mobile game momentum is good, the domestic production of sea mobile game has been pinched, but the localization of domestic manufacturers' products and marketing localization has been very mature, such as 37GAMES' "Song of the Cloud City", Mihayou "Genshin", 4399 "Miracle Sword", Lilith's "Awakening of Nations" have performed quite well in the Korean market. Last year, the domestic sea mobile game gave birth to the explosive "Bullet Case Special Attack Team", which won the top of the Korean mobile game download list in 2022, with about 5 million downloads.

However, "Song of the City on the Clouds", "Genshin", "Sword of Miracles" and "Awakening of Nations" have all been online for two or three years, and the only domestic new game that successfully entered the head of the Korean game market last year was "Bulletcase Special Attack Team".

In addition to the head of the overseas mobile game, for more domestic mobile games that attack the Korean market, in the case of polishing product quality, star endorsement, purchase, content marketing and other market methods, although there have been many dark horses, but in addition to the popularity, the long-term performance is not particularly ideal, more located in the middle waist.

Most Korean users still remain in the hands of local head games. Local game manufacturers are also doing their best to attract the attention of their own players. The domestic game seems to need to be prepared in peacetime.

What is the origin of new local tours?

The Korea Cultural Industry Promotion Agency mentioned in the "2022 Korean Game White Paper" that in 2021, there will be 1,170 Korean game R&D and publishing companies (including mobile games, terminal games, console games and arcade games), and nearly 30,000 employees in the mobile game industry. Led by the 3N we know, Kakao games, Com2us, Devsisters and others are watching.

The new mobile games stockpiled by Korean manufacturers make us feel strength and ambition in terms of quantity and quality.

In the past month since 2023, South Korea's online products include kakao games' two-dimensional RPG "Eversoul", Nexon Racing "Run Go-Kart: Drift", TREEPLLA simulation "고양이스낵바 (cat snack bar)", Take One Company match-3 "Pucca Puzzle Adventure", DAYAMONZ Sports "하이큐!! TOUCH THE DREAM (VOLLEYBALL BOY)", ETC., THE IP IS NOT SMALL, THE GAMEPLAY CATEGORIES ARE DIVERSE, AND THE LIST RESULTS ARE GOOD.

For example, "Eversoul" ranked at the top 4 of the Korean Google Play best-selling list; "고양이스낵바 (Cat Snack Bar)" was launched in 8 days and exceeded 1 million downloads on iOS and Google Play in South Korea.

《Cat Snack Bar》

In addition, the Nexon 프라시아 전기 (WARS OF PRASIA) will be released on February 16 and 림버스 컴퍼니 (Limbus Company) on February 27.

Both games are aimed at multiple platforms, the former is Nexon's confident mega MMORPG and a large production team, featuring a highly immersive story, performance, visual performance, and "a high-freedom real-time war system that has never been experienced before." The latter is a new work by South Korean indie game studio Project Moon, inheriting the worldview of the previous game.

WARS OF PRASIA

The date has not been specified, but the new games have been exposed as follows (including mobile games, PC and console games, incomplete statistics):

Nexon

Nexon set a new Q3 revenue record with Dungeons & Warriors Mobile last year, and they also have a number of DNF IP products in development, including Project AK (previously known as Project BBQ) and the next-generation 3D ARPG "Project OVERKILL".

They are also working on MMOs, working on a new MMORTS work "갓썸: 클래시 오브 갓 (GODSOME: Clash of Gods)", and casual MMORPG "The Legend of the Tiger OL".

Nexon also has a number of PC/console masterpieces, such as the PC shooter 베일드 엑스퍼트 (VEILED EXPERTS) and so on.

Ncsoft

NCsoft's Paradise IP series of mobile games has long-term hematopoietic capabilities, but they will also worry about their dependence on MMORPGs. NCsoft is working on a product "Project G", although it has not disclosed specific information, but according to the revelation that "the genre belongs to a large genre in mobile games", it is guessed that it may be SLG.

Of course, they are also continuing to cultivate the MMORPG market, working on "Throne and Liberty" and "Aion 2", the former is a PC/console game, and the latter is a new generation of RPG mobile games developed by Unreal Engine 5, targeting the European and American markets.

In addition, NCsoft also has the PC/console shooter "LLL", as well as a number of new games named after Project xx, covering casual match-3, interactive video games and other genres.

"Throne and Liberty"

Netmarble

Netmarble has had a slight advantage in the 3N competition for the past two years. Among its current research products, IP adaptation accounts for the majority. Including Game of Thrones, 그랜드크로스 W (Grand Cross W) and 데미스 리본 (Demis Re:Born), Asda Chronicles, I Upgrade Alone, Project SF, Project RE, etc., IP sources cover games, comics, TV series, etc., most of which will land on mobile phones and PCs. Unreal Engine 5 and RPG are the keywords of these games.

Other worth mentioning are two original IP games: Project DIPPER, which is said to be an action game without automatic combat, developed by Unity and realistic in style, and will land on multiple platforms. Project RED is a dark fantasy MMORPG set in the Middle Ages, developed for mobile phones and PCs.

《Project DIPPER》

Devsisters

Devsisters has attracted many fans around the world in the past with its cookie parkour IP series games.

Among the new products under development, 3 are all biscuit parkour IP products. Among them, "Cookie Run: The Witch's Castle" is a puzzle elimination mobile game, which is expected to be launched in 2023; Cookie Run: Oven Smash is a real-time competitive game with 5v5 and 30-player battle royale modes, or for parties, and will be available on multiple platforms. Project Q, a VR adventure game. There is also a new IP business simulation game "Brick City".

《Cookie Run: The Witch's Castle》

Neowiz

Neowiz's most anticipated is the "Pinocchio's Lies" developed by Round8 Studio and published by Neowiz, a black fairy tale soul action game. At the same time, Round8 Studio is also working on an open-world shooter that is expected to hit PCs and consoles.

Other new products under research by Neowiz include a Japanese IP game "하이엔드", developed by Unity and providing dual platforms for PC and mobile phones; "Project GB", adapted from a well-known animation IP, is a collectible RPG.

"Pinocchio's Lie"

Smilegate

Smilegate is most notable for the Lost Ark IP mobile game "Lostark Mobile", and a turn-based RPG mobile game, medieval fantasy worldview, Unreal Engine 5 development.

In addition, Smilegate is also working on a sandbox casual MMORPG with a fantasy and steampunk theme that emphasizes No Pay to Win.

Turn-based RPG

Krafton

Krafton's game is known as an open-world action RPG developed based on the Korean popular fantasy novel "Bird Drinking Tears", and it is reported that Krafton has invested heavily in the project and plans to build it into a world-class IP. Others include Project Blue Team, a real-life simulation game developed in Unreal Engine 5, with a high degree of freedom and realism.

"Birds of Tears" IP game

Lion Heart Studio

As the developer of Odin: God Rebel, Lion Heart Studio is currently working on four products of various types.

Among them, "Project C" is a collectible RPG that uses Odin's world view, and uses cartoon rendering technology to distinguish it from "Odin: God Rebel"; Project S is a brand new IP shooter with plans to hit PCs and consoles; Project Q is a 3D seamless open-world MMORPG; Project V is a casual RPG with dark fantasy rogueLike elements, developed in Unreal Engine 5.

IN ADDITION TO THE ABOVE MANUFACTURERS AND PRODUCTS, THE GAMES UNDER RESEARCH BY KOREAN MANUFACTURERS ALSO INCLUDE STUDIO BSIDE'S TWO-DIMENSIONAL TRADITIONAL FANTASY RPG "PROJECT STAR"; Developed using Unreal Engine 5, the open-world MMORPG Night Crows will be released in April 2023 and the MMORPG LEGEND OF YMIR, based on Norse mythology.

Stellar Blade, a PS5 action game developed by SHIFT UP; XL Games' open-world MMORPG "Ancient Age 2" developed by Ancient Century IP; Com2us' Zenonia IP product "World of Zenonia", PRG product based on Demon Summoning IP...

and many new products that are temporarily named Project xx and are still in their infancy.

epilogue

The above statistics do not cover all the games under development by Korean manufacturers. From the currently available information, we can find several Korean manufacturers' research and development trends:

First, like China, Korean manufacturers also have a trend of cross-platform research and development. Moreover, the layout of well-known Korean manufacturers is relatively balanced, and in addition to mobile games, PC and console games are not few.

Second, the categories are becoming more diverse. Although the new products under research are still mainly MMPRPG, this is the gene of Korean game practitioners, and it is also the most favorite game category of Korean players. However, in order to adapt to changes in the global market and strengthen competitive barriers, Korean manufacturers are becoming more diversified in R&D categories and themes. For example, puzzle elimination, shooting, action, simulation management, etc., shooting masterpieces are particularly conspicuous.

Third, it was developed using Unreal Engine 5. Korean manufacturers have been rolling image quality a few years ago, and now they are opening the door to the next generation with Unreal Engine 5. Among the games under development, there are many games that use Unreal Engine 5 and the open world as their selling points.

Fourth, there are many IP adaptation games. Korean games have a long history and have given birth to many well-known online game IPs, coupled with the prosperity of the web comic market, it has also become one of the sources of IP adaptation. Korean manufacturers are developing and launching games, and there are a large number of products adapted from ACGN IP.

Although most of the new Korean tours have not specified the launch time, domestic manufacturers planning to go overseas in South Korea also have their own genes and rhythms. However, it is still meaningful to understand the current situation of the opponent and think about your own plans.