MN_ISSFCS

2.7B-View Webtoon Becomes No.1 Game : Maru is the Puppy’s Success Story

Summary

2.7B-View Webtoon Becomes No.1 Game : Maru is the Puppy’s Success Story
Type	Other	Genre	Comics/Webtoons

2.7B-View Webtoon Becomes No.1 Game : Maru is the Puppy’s Success Story

This case shows how a beloved Korean webtoon IP can successfully transition into

a mobile game, proving the commercial viability of character-driven casual simulation games

for global expansion.

♦ Webtoon IP Becomes Mobile Gaming Hit

• Nexture’s mobile simulation game “Maru is the Puppy Cafe” ranked No.1 in both Google Play and Apple

App Store popular game rankings

• This game is based on Naver Webtoon’s hit “Maru is the Puppy” (2.7B views), with over

1M pre-registrations before launch

♦ Strong User Engagement

• The game’s cute yet addictive design and growth mechanics received positive responses from users.

• Strong response to the first update introducing the Secret Whisper Book Cafe theme and new costumes

for character customization

♦ IP Expansion Beyond Original Story

• Beyond the webtoon storyline, the game introduces original cafe-management gameplay and new

themes like hospital play and photo studio

• High degree of user personalization via interior design and character styling drives sustained

engagement and differentiation

♦ Long-Term Live Service Plans

• Nexture marked the milestone by providing large-scale rewards and events for the player community

• Fall update to add camping-themed content, mini-games, and seasonal quests, aiming to extend IP

lifecycle globally

Source

Economist. (2025. 8. 27)

Source

Global Econominc