MN_ISSFCS

Game On the Streets: How Pop-Up Stores Are Supercharging IP Fandom and Offline Engagement

PDF Download

Summary

Game On the Streets: How Pop-Up Stores Are Supercharging IP Fandom and Offline Engagement
Type	Other	Genre	Game

Game On the Streets

: How Pop-Up Stores Are Supercharging IP Fandom and Offline Engagement

This article shows how Korean game companies like Nexon and Krafton are turning pop-up stores

into immersive brand experiences. These become powerful tools for IP expansion, fan engagement,

and cross-media marketing that could inspire new approaches for global content exports.

♦ Beyond Merch: Full Game Experiences

• Nexon, Riot Games, and Krafton are making pop-up stores into physical extensions of popular

game IPs that blend themed cafes, event zones, and limited merch

• Nexon's Blue Archive pop-up cafe uses timed, reservation-only access for deeper brand connection

while controlling resales through limited goods

♦ From Temporary Pop-Ups to Permanent Hubs

• Krafton's 'PUBG Seoul' shows the shift toward permanent, IP-driven cultural spaces that mix gaming,

art, and e-sports into lifestyle destinations

• The goal is to sustain fan interaction and create new, non-traditional gaming revenue streams

♦ Pop-Ups as Advanced Fan Service Strategy

• Riot's TFT K.O. Colosseum pop-up includes influencer matches, AR events, and exclusive merchandise

targeting both core users and newcomers

• This moves fan service from online-only to real-world touchpoints that strengthen brand loyalty and

expand the fan base

♦ Offline IP Expansion Becomes Standard Practice

• These activations show game IP expanding beyond screens into physical spaces that serve as customer

service strategies and MZ-targeted lifestyle branding

• The game industry is increasingly blending IP marketing with spatial design and customer experience

to create scalable offline business models

Source

DailyGame. (2025. 8. 4)

Source

DailyGame