The Games Market in Korea : Market Research Report

The Games Market in Korea

Published: Jul. 1, 2006 - 80 Pages

I. EXECUTIVE SUMMARY
II. SOCIO-ECONOMIC OVERVIEW: UNIQUE CHARACTERISTICS OF KOREAN SOCIETY; POPULATION; TAXES AND TARIFFS; SELLING PERIODS AND HOLIDAYS; FIVE DAY WORKWEEK
III. PC HARDWARE, INTERNET AND BROADBAND: PC HARDWARE; INTERNET; ONLINE COMMUNITIES; INSTANT MESSENGER GAMES; BROADBAND
IV. GAMES MARKET OVERVIEW: EXECUTIVE SUMMARY; GAMER PREFERENCES
V. PC AND CONSOLE BANGS: PC BANGS; CONSOLE BANGS
VI. EXPORT OF KOREAN GAMES
VII. ONLINE GAMES: DEFINING ONLINE GAMES; HISTORY OF ONLINE GAMES MARKET; MARKET FORECASTS; DRIVERS TO GROWTH; INHIBITORS TO GROWTH; UNIQUE CHARACTERISTICS OF ONLINE GAMES; TOP ONLINE GAMES; ONLINE GAME PUBLISHER MARKET SHARE; MMORPGS OVERVIEW; COST STRUCTURE OF MMORPGS; CASUAL GAMES MARKET; GAME PORTALS; ONLINE GAMES REVENUE MODELS; SECONDARY MARKET FOR VIRTUAL ITEMS; BILLING AND PAYMENT METHODS; PLAYER DEMOGRAPHICS AND SEGMENTATION
VIII. CONSOLE AND HANDHELD MARKET: CONSOLE AND HANDHELD GAMES OVERVIEW; DRIVERS TO GROWTH; INHIBITORS TO GROWTH; MARKET FORECASTS; SCEK; XBOX/XBOX 360; NINTENDO; RETAIL CHANNELS AND DISTRIBUTION STRUCTURE; LOCAL DEVELOPMENT
IX. PACKAGED PC GAMES: PC GAMES OVERVIEW AND FORECASTS; RETAIL PRICES; PUBLISHERS; TOP TITLES
X. LOCALIZATION: KOREAN LANGUAGE
XI. MOBILE GAMES: DRIVERS TO GROWTH; INHIBITORS TO GROWTH; MARKET TRENDS
XII. RETAIL MARKET: RETAIL OVERVIEW; YONGSAN AND ELECTRONIC MARTS; DISCOUNT CHAIN STORES; ONLINE SHOPPING; HOME TV SHOPPING
XIII. REGULATORY ENVIRONMENT: GAME RATINGS; PIRACY; INTELLECTUAL PROPERTY RIGHTS ENFORCEMENT; GRAY IMPORTS; TRADE GROUPS; ROLE OF GOVERNMENT; TRADE SHOWS
XIV. COMPANY PROFILES: ACTOZSOFT; BLIZZARD KOREA; CJ INTERNET; HANBITSOFT; GRAVITY; MGAME; NEOWIZ; NEXON; NCSOFT; NHN; WEBZEN; WEMADE
XV. CONCLUSIONS AND STRATEGIC RECOMMENDATIONS: Games Market in Korea iv
Table of Figures: Figure 1: Korean Games Market Forecasts 2005 to 2010 Data Table, $m; Figure 2: Key Country Metrics; Figure 3: Major Cities in South Korea (population, m); Figure 4: Reasons for Using PCs at Home; Figure 5: Reasons to Use the Internet; Figure 6: KT Telecom Broadband Pricing May 2006; Figure 7: Korean Games Market Forecasts 2005 to 2010 Graph, $m; Figure 8: Korean Games Market Forecasts 2005 to 2010 Data Table, $m; Figure 9: Korean Games Market by Segment 2006, $m; Figure 10: Preferred Games Platform, by gender; Figure 11: Reasons for Playing Games; Figure 12: Favorite Genres by Age Group Segmentation; Figure 13: Preferred Genres, all ages; Figure 14: Sources of Game Information; Figure 15: Internet Cafe Growth (2000 to 2005); Figure 16: Cyberpark Internet Cafe Interior; Figure 17: Online Games Market Size by Segment 2005, in $m; Figure 18: Examples of Web, Casual and MMORPG Games; Figure 19: Online Games Market Forecast 2005-2010 Graph, $m; Figure 20: Online Games Market Forecast 2005-2010 Data Table, $m; Figure 21: Top Online Games at Internet Cafes, May 2006; Figure 22: Popular Game Genres, by Monthly Usage; Figure 23: Screenshot from Special Force; Figure 24: Screenshots from Lineage; Figure 25: Screenshots from Freestyle; Figure 26: Screenshots from Nexon’s Kart Rider; Figure 27: Top Online Publishers 2005; Figure 28: Screenshots from Maple Story; Figure 29: Top MMORPG Publishers 2005; Figure 30: Matrix Comparing Casual and MMORPG Games; Figure 31: Top Online Game Portals; Figure 32: Netmarble Unique Visitors by Age Group; Figure 33: NHN’s Quarterly Game Revenues, $m; Figure 34: Screenshot of Hangame home page; Figure 35: Screenshot of Pmang home page; Figure 36: Pmang Metrics by Month: Visitors, ARPU, Peak Concurrent Users; Figure 37: Netmarble Metrics: Unique Visitors, Paying Customers, ARPU; Figure 38: Netmarble Top Genres 2005; Figure 39: Fee Structure for Top Online Games; Figure 40: Payment Methods for Internet Content, market share (%); Figure 41: Console Ownership by Gender; Figure 42: Console Hardware Sales Graph 2006-2010; Figure 43: Console Hardware Projections 2006 to 2010; Figure 44: Console Software Projections 2006 to 2010; Figure 45: Personal Utility Disc interface; Figure 46: Screenshot of Daiwon’s Touch Dictionary; Figure 47: Packaged PC Games Forecasts 2005 to 2010; Figure 48: Sample Retail Prices for Packaged PC Games; Figure 49: Mobile Games Market Forecasts 2005 to 2010, $m; Figure 50: Popular Retail Channels for Games; Figure 51: Top Online Shopping Malls and Auction Sites 2005; Figure 52: Netmarble Metrics: Unique Visitors, Paying Customers, ARPU; Figure 53: Netmarble Top Genres 2005; Figure 54: Screenshots from Pangya; Figure 55: Screenshots from Ragnarok Online; Figure 56: Neowiz’s revenues 2002 to 2006; Figure 57: Pmang Metrics: Monthly Visitors, ARPU, Peak Concurrent Users; Figure 58: Screenshots from XL1; Figure 59: Screenshots of Nexon Titles; Figure 60: NCsoft Revenues by Region FY 2005, in $m; Figure 61: NCsoft Revenues, by Online Game Sales, in $m

Abstract

Games Market in Korea an in-depth analysis of the opportunities in the $1 billion plus Korean games market.

With innovative business models, diverse game content and a sophisticated telecommunication infrastructure, the Korean games market has reached a mass market level of success. Companies can draw specific lessons from the Korean games market including revenue models based on micro-transactions to casual games that can be played in a few minutes and appeal to both male and female gamers.

Korea also has an emerging console and mobile games market that is fully covered in this report.

This exclusive report analyzes four major games platforms (online, console, packaged PC and mobile) and provides these key insights:

Online, packaged PC, console and mobile games market sizing with forecasts from 2006-2010
Discussion and projections for PS3, Wii and Xbox 360
Marketing and pricing strategies
Drivers and inhibitors to market growth in the console, packaged PC, online and mobile platforms
Online business models including an analysis of micro-payments, in-game item sales and unique billing and payment systems
Examination of popular casual and MMORPG
Profiles of 12 key players including NCsoft, Nexon, Neowiz and Blizzard Korea
Ranking of top online titles and publisher market share
Internet cafes and their role in the games market
Distribution and retail for console and packaged PC
Conclusions and strategic recommendations

The Games Market in Korea report helps answer some of these questions:

How did games become such a mass market phenomenon in Korea?
Which segments (console, online, packaged PC, mobile) contain the most opportunities?
Who are the key players in this market and what are their marketing and business strategies?
What lessons can be learned from Korea and applied to other companies and markets worldwide?

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The Games Market in Korea

Table of Contents

Abstract