SEOUL, May 3 (Korea Bizwire) — The retail industry is increasingly targeting gaming enthusiasts with marketing strategies focused on popular games. Convenience store E-Mart 24 announced on Tuesday a partnership with Nexon’s flagship game ‘Dungeon & Fighter’ to launch various collaborations.
By utilizing intellectual property rights (IP) related to the game, E-Mart 24 aims to induce various experiences and product purchases among consumers. Since convenience stores’ primary customer base is the MZ generation, marketing that incorporates various game contents recognized by this demographic is a key focus.
Starting from May 5th to May 28th, E-Mart 24 will open a pop-up store called “Danjin 24″ in Samcheong-dong, Jongno-gu, Seoul. The store will feature a mini-game experience space, photo zone, and exhibition space.
The ‘Danjin Plate’ by Nexon Hyundai Card was displayed at the Nexon booth during G-STAR 2022 (Image courtesy of Nexon)
This partnership marks the first joint marketing effort between the online action game “Dungeon & Fighter” and the mobile game “Dungeon & Fighter Mobile” (hereinafter referred to as “Dunfa Mobile”). The mascot for both games will be “Danjin,” an NPC (Non-Player Character) familiar to Dungeon & Fighter users and beloved for his cute jar-covered appearance.
Image credit: E-Mart 24, Nexon / photonews@koreabizwire.com
