MN_ISSFCS

Korean Subculture Games Prioritize Japan as Initial Launch Market

Korean game companies are increasingly adopting a strategy of launching new subculture titles first

in the Japanese market, using it as a testing ground to validate character driven IPs This trend offers

practical insights into global expansion strategies for character based content.

♦ Strategic Focus on Early Launch in Japan

  • Japan’s strong consumer loyalty to character based games and its mature subculture environment make

    it a natural fit as a pre launch validation market.

  • A growing number of Korean developers are choosing Japan as the initial release region for new 

    subculture titles

♦ Notable Cases

  • Drimage --“OZ Re Light" 

    → Received favorable feedback in March 2024 beta test with 96 replay intention scheduled for official

         release in August 2024  Offline fan event featuring voice actors planned in Akihabara.

  • NHN -- "Abyssdia"

     → Set for initial release in Japan this summer Incorporates music focused “tuning" concept via OST

          projects and virtual streamer collaborations tailored to Japanese subculture fans. 

  • Webzen -- "Terbis"

    →  Actively engaged in Japanese market through participation in Comic Market and cosplay events,

          with merchandise sellouts during the 2023 winter season Post CBT development now focused on

          content refinement.

♦ Benchmark Case: Nexon Games “Blue Archive”

  • Launched first in Japan in 2021, the game initially struggled against competitors but achieved No.1 in

    App Store sales by its second anniversary.

  • Its long-term update strategy contributed to success on Steam and in Korea, now serving as a model

    case for the Japan-first approach.

♦ Market Analysis

  • Japan shows high acceptance of gacha-based monetization models. 

  • Revenue per download in Japan is reported to be approximately four times higher than in the U.S.,

    underscoring its profitability for character-driven games.

♦ Considerations When Planning a Japan-First Launch

  • Substantial costs for localization, celebrity voice actors, and large-scale promotional events.

  • Market entry is highly competitive, with major local publishers, popular Chinese titles, and other

    successful Korean games already present.

  • Requires careful adaptation to Japanese user preferences and community expectations.

Source

topceleV. (2025. 7. 29)

Link : https://www.topcelev.co.kr/news/articleView.html?idxno=2038