This image provided by Com2us Corp. shows the company’s merchandise store.
SEOUL, April 17 (Korea Bizwire) — Intellectual property (IP)-related goods that fans can purchase and own are becoming an increasingly important marketing strategy in the South Korean gaming industry.
Gaming giant Nexon Co. conducted a strategic investment in local merchandise manufacturer Marppel Corp. to open an official merchandise shopping mall this year.
Nexon will utilize its game IP to create a shopping platform for a variety of items such as apparel, cellphone cases, hats, cushions, and bags.
In January, Com2us Corp. opened an official brand store in 150 countries, selling merchandise inspired by “Summoner’s War,” a smartphone game developed by the company that is popular in foreign markets.
Smilegate Holdings Inc. teamed up with coffee franchise Ediya Coffee on April 8 to open a pop-up store in Busan’s Dalmaji-gil Road.
The store introduced “Mokoko” from the Smilegate game “Lost Ark” and sold limited edition merchandise.
Meanwhile, game developer Pearl Abyss Corp. recently unveiled a new area in its game “Black Desert” with a design inspired by the Joseon Dynasty (1392-1910) on the Korean peninsula.
In collaboration with the Korea Tourism Organization, the company opened a pop-up store near Cheonggye Stream in central Seoul.
The gaming industry is increasingly focusing on game promotions through merchandise shops and pop-up stores to revamp its IP.
“Users who have lost interest in a game may return when merchandise is released,” an industry official said. “People now go to game exhibitions like G-Star not only for new games but also to see new merchandise.”
“With the simultaneous worldwide release of games on mobile platforms, the value of game IP has grown,” said Lee Seung-hun, a game professor at Anyang University.
“More consumers are willing to spend money on merchandise related to their favorite games.”
H. M. Kang (hmkang@koreabizwire.com)
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