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- This is a summary of the 2024 Game Global Conference with Indie Craft Day 1 sessions. Various companies such as One Store, Supercent, IV Korea, Grampus, and Major Nine shared indie game success strategies, mobile game market trends, and overseas expansion strategies.
- In particular, Supercent mentioned the crisis and opportunity of mobile games and presented a game development strategy suitable for the short-form media era. IV Korea emphasized that in the current situation where game advertising costs are high, the game's competitor is "the spouse."
- In addition, Grampus shared its global challenge with cooking simulation games and introduced fan-based marketing strategies. Major Nine emphasized store page optimization and data-driven marketing strategies as the basic strategies for success on Steam.
I will share my thoughts on the first day of the 2024 Game Global Conference with Indie Craft, which took place on May 30th.
Many people from OneStore, Supercent, ProxyPlanet, Unity Technologies Korea, IV Korea, Grampus, Major Nine, Aloha Factory, and Gachon University Game Video Engineering shared valuable insights. I would like to share some of the insightful content.
1) OneStore
First, OneStore is running a store business against Google and Apple. They shared key factors for indie game success.
- Unique gameplay - uniqueness is needed. It will be difficult to release a game based on existing concepts.
- User behavior data is needed for continuous success. Analyze user and consumption patterns and continuously update content.
They also mentioned the advantages of collaborating with OneStore. It is pre-installed on all Android smartphones, giving it an accessibility advantage. They provide easy and diverse payment methods, user-friendly promotions, telecommunication membership points, gift certificates, lower commission rates than other stores, and a 50% lower commission rate for small and medium-sized indie game companies. They also operate an Indie Game Zone where you can get top exposure.
In addition, they are looking to expand overseas, so I think you can get help with your overseas expansion as well.
2) Supercent
Supercent CEO Junsik Kong spoke about the crisis and opportunity of mobile games. They have achieved success by launching various hyper-casual games. However, the game market remains tough.
- Changes in content consumption patterns: Human attention spans have become shorter, making it difficult to acquire and retain users.
- Intensified competition in time and money: Non-gaming apps, social media, streaming services, etc., absorb the time and spending of game users.
- Enhanced privacy protection: Limited user data tracking policies reduce advertising effectiveness.
- Mature market: The mobile game market is already mature. The saturation of app markets has increased the entry barrier for new games.
Many users are turning their attention to short-form media, collapsing the existing model. In this situation, only the hyper-casual game genre is growing rapidly. This is due to its similarity in form to short-form content.
Therefore, it is necessary to analyze market potential, profitability, learn from non-gaming apps, adapt, and release more new games. E-commerce apps, like Temu, are successfully attracting users by effectively utilizing gaming elements, so game apps need to try combining various elements.
In particular, overseas sales account for 97% of total sales. This emphasizes the importance of overseas release, and localization is essential.
3) IV Korea
IV Korea Director Byungseon Yoon shared his thoughts on the success of Last War. A lot of game advertising money is being spent, but the competitors of the game are not genres or other games, but "spouses." It was a fresh point of view.
He also mentioned that games need to be easier, and that only people who keep paying should pay, so it is important to target those people.
4) Grampus
Grampus CEO Jiin Kim shared their global challenge with cooking simulation games.
They have been consistently releasing cooking-related games. With Lesson Run, female gamers may be more loyal than male gamers. Although this is not a generalization, men are more likely to delete games if they don't fit the fit or texture.
They have a lot of experience collaborating with various F&B brands and celebrities, and they have a lot of experience creating success through fan-based marketing. Utilizing fan-based marketing could be a good strategy.
5) Major Nine
Major Nine's Director Byungyong So spoke about Steam.
Ultimately, the basic strategy for success on Steam is to open a store page and secure wishlists and feedback. They said it's important to make sure the trailer, screenshots, description, and tags are done well, and to send emails to users who have added the game to their wishlists to promote it.
The best marketing tool is ultimately the "game" and "content," and they emphasized data-driven marketing strategies by sharing data across various social media and platforms.
Ultimately, marketing strategies include:
- Improving brand reputation
- Creating buzz within the gaming community
- Achieving user numbers and sales targets
They said this requires advertising, testing, and content creation.
I've briefly summarized the content, but I think you can learn more details by attending the conference yourself. I support the businesses of game developers and related personnel.
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