Issue Focus

When Broadway Meets Cookie Run: Wicked Goes Digital

This collaboration highlights how Korean game IPs strategically leverage Hollywood franchises to

boost global reach and create multi-regional marketing synergies—offering a strong reference

point for cross-border content partnerships.

♦  Hollywood IP Lands in Cookie Run: Kingdom

      • Devsisters partnered with Universal Products & Experiences to launch Wicked characters Elphaba and

          Glinda as magic-type cookies

      • Iconic settings like Shiz University and Emerald City are recreated in-game with character-specific skills

          mirroring film moments

♦  Story-Driven Gameplay & New PvP System

      • Story battle mode delivers key Wicked plotlines through cinematic cutscenes, while new PvP mode

          “Arcade Arena” runs weekly seasons

      • Arena reward boxes drop soulstones for Wicked cookies, linking competitive play to limited-edition

         character progression and extending player retention

♦  Premium Aesthetic Items & Interactive Decor

      • Skins and interactive decor like Glinda’s bubble suite and the Wizard’s tower integrate OST tracks

          including “Defying Gravity”

      • Special phonograph items allow players to swap the island BGM to Wicked numbers, turning game

          spaces into personalized musical theatre experiences

♦  Global Co-Marketing Rollout

      • Korean CGV theaters screen Wicked × Cookie Run etiquette videos and reward moviegoers with in-game coupons

      • In-game mission event distributes cookies, soulstones, skins, and decor through December 31,

          sustaining engagement across regional markets

Source

NEWSIS. (2025.11.24)

https://www.newsis.com/view/NISX20251124_0003413879