Overview:
Vectis International's latest study – "THE KOREAN ELECTRONIC GAMES MARKET: Selling Game Content and Applications to the World’s Most Avid Electronic Games Players" identifies opportunities for foreign electronic games developers in South Korea. Fueled by an enthusiasm for a wide range games, the market is expected to growth by 19% in 2002 and reach KRW 2.2 trillion (approx. U$1.76 billion).
"The Korean electronic games market is rapidly emerging as one of the most dynamic in the world. Yet it is only beginning to receive serious attention from most foreign game companies" says Simon Bureau senior analyst and co-author of the study. "The Korean game market remains new and largely misunderstood by most outsiders. Foreign game developers tend to associate Korea with the Japanese game market, which is significantly different. Korean gamers have distinct preferences and playing patterns, which dictate a radically new approach and tailored entry strategy.
While the wide popularity MMORPG is what sets the Korean game market apart the most from other countries, sales figures for PC games are unparalleled around the world as well. Korea accounted for 40% of worldwide sales for StarCraft and 30% for Diablo II. Warcraft III sold 330,000 copies with the first 20 days following its release in July 2002. With over 50% of the 32 million mobile subscribers using high-speed wireless Internet services, Korea’s three mobile operators consistently record well over 85,000 games downloads per day.
These findings and others are part of Vectis' latest study entitled "THE KOREAN ELECTRONIC GAMES MARKET: Selling Game Content and Applications to the World’s Most Avid Electronic Games Players". The study is the most complete published on the topic and is a must-have business development tool for foreign game developers and publishers wishing to enter this increasingly competitive market. The 172 pages study provides comprehensive analysis of key market drivers, inhibitors and trends for all game platforms, i.e. online, console, PC, mobile and arcade games. It also includes profiles of 50 top local game companies.
It contains up-to-date, actionable facts and analysis including the latest game titles rankings and revenues statistics for major developers and publishers and also provides an insight into the future of the industry. It is the result of several months of in-country research and interviews with game developers, publishers, industry analysts, government agencies and others. This study allows to:
ß Understand why console games have experienced limited success so far and learn valuable lessons from the case study provided by Sony’s PS2 market entry strategy;
-Discover what factors lie behind the phenomenal popularity of MMORPG in Korea, from players idiosyncrasies to local developers’ game episodes release strategy and unique expertise in distributed server processing technology, network traffic management and user support.
- Identify what are the preferred games genres of Korean players and what types of games local publishers are actively seeking from overseas developers;
- Learn what wireless Internet platforms and other technical standards Korean mobile operators use and what are the implications of the upcoming mobile networks opening policy of the government for mobile game developers;
- Understand business and revenue-sharing models of game publishers with other parties and the restructuring of distribution channels;
- Understand the government’s recent changes to its game rating system and the implications for game developers.
Game developers are likely to find opportunities in key areas. As Korea’s game players’ base broadens, local publishers are increasingly interested in titles intended for children as well as adult-themed games. Opportunities lie also for console games developers. While only the PS2 has been officially released, the combined marketing thrust generated by the release of the Xbox and GameCube in December might help win over Koreans, who have shown a strong preference for subscription-based online games.
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Table of Contents:
Chapter 1 Electronics Games Market Overview, Regulatory Issues and
- Support Policy
Korean Electronics Games Market Overview
Players Preference and Marketing Issues
Korean Players Demographics and Korean Players Preferences
Marketing and Seasonal Sales
Anatomy of a Korean Game Player
Electronic Games Market Drivers and Inhibitors
Electronic Games Market Drivers
Electronic Games Market Inhibitors
Key Electronic Games Market Trends
Major Legal and Regulatory Issues Relating to the Game Market 12
Game Rating System
On-going Issues Related to the Game Rating System
Implications of the Game Rating System on Game Developers
Cyber Items Cash Trading
Player Killing ("PK")
Game Payment and Settlement Systems
Parental Consent for Enrolling Minors
Game Addiction
Intellectual Property Protection
Significant Intellectual Property Protection Cases and their Outcome
Support Policy and Programs by Government Agencies
Game Related Laws
Game Support Policy
Chapter 2 Online Games
- Online Games Market Overview and Structure
Online Games Market Drivers and Inhibitors
Online Games Market Drivers
Online Games Market Inhibitors
Online Games Major Market Trends
Players Segmentation and Usage Patterns
Commercial Issues and Revenue Models
Usage Rates, Billing, Payments Methods and Revenue Sharing Models for PC Rooms accounts
Usage Rates, Billing, Payments Methods and Revenue Sharing Models for Personal Accounts
Usage Rates, Billing, Payments Methods and Revenue Sharing Models for Game Portals
Usage Rates, Billing, Payments Methods and Revenue Sharing Models for ISP Portals
Marketing Online Games to Korean Players
Channels for Promotion
Main Domestic and Foreign Titles
Chapter 3 Console and Handheld Games
- Console Games Market Overview and Structure
Console Games Market Drivers and Inhibitors
Console Games Market Drivers
Console Games Market Inhibitors
Console Games Players Segmentation and Usage Patterns
Player Segmentation
Player Usage Patterns
Sony Computer Entertainment Korea (SCEK) PS2 Market Entry Strategy
Analysis of PS2’s Sales Performance in Korea
PS2 Revised Strategy
PS2 Games Titles Strategy
PS2 Online Game Strategy
"PS2 Rooms" Strategy
Microsoft Xbox Market Entry Strategy
Xbox Distribution Strategy
Xbox Games Titles Strategy
Xbox Live Strategy
"Xbox Rooms" Strategy
Nintendo GameCube Market Entry Strategy
Main Domestic and Foreign Console Game Titles
Local Handheld Games Devices
GP 32
Crazy Mini
Chapter 4 PC Games
- PC Games Market Overview and Structure
PC Games Market Drivers and Inhibitors
PC Games Market Drivers
PC Games Market Inhibitors
Major Market Trends for PC Games
Players Segmentation and Usage Patterns
Commercial Issues
Change in Sales and Distribution Methods
Parallel Imports
Main Domestic and Foreign Titles
Chapter 5 Mobile Games
- Mobile Games Market Overview and Structure
Background on the Korean Mobile Telecommunications Market 88
High-speed Mobile Telephony Services and 3G Licenses
Wireless Internet Services
Mobile Games Market Drivers and Inhibitors
Mobile Games Market Drivers
Mobile Games Market Inhibitors
Major Market Trends for Mobile Games
Players Segmentation and Usage Patterns
Commercial Issues and Revenue Models
Revenue Sharing Models for VM-based Mobile Games
Revenue Sharing Models for Network Mobile Games\
Marketing and Promotional Issues
Main Domestic and Foreign Titles
Chapter 6 Arcade Games
- Arcade Games Market Overview and Structure
Arcade Games Market Drivers and Inhibitors\
Arcade Games Market Drivers
Arcade Games Market Inhibitors
Major Market Trends for Arcade Games
Main Domestic Developers and Titles
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