As the fourth largest game market in the world, Korea has a large player base, strong willingness to consume games, perfect infrastructure, and due to the cultural similarity between Korea and China, Korea has become an important destination for Chinese mobile games to go overseas. According to SensorTower data, in 2023, the revenue of mobile game in-app purchases in the Korea market will be close to 3.6 billion US dollars, and overseas manufacturers will account for more than 40% of the revenue.

At a time when global mobile game competition is fierce, global game mobile advertising is also slightly different, and the popularity of short videos has driven changes in mobile game creative formats and types. According to the data of AppGrowing International Edition, in the first half of 2024, the proportion of overseas mobile game advertising creatives will be dominated by vertical version, accounting for more than 50%, and the vertical version ratio is more in line with the viewing preferences of mobile users and short video audiences. Video materials accounted for 83.77%, which has become the mainstream type of purchased materials. This is accompanied by an increase in the consumption of video footage, an increase in production costs, and an increasing demand for conversion results.

The Korea market is no exception, and for a long time, in the localization strategy of launching Korea mobile games overseas, a large number of video creative materials are inseparable from the warm-up period and stability period, and celebrity artist endorsement video materials are especially popular. At present, under the current situation of tight budgets for game manufacturers going overseas, the budget for celebrity endorsement materials is high and the production cycle is long, which makes many game manufacturers "daunting" under the limited budget; and turning to choose amateur shooting videos for delivery is facing the dilemma of lack of traffic; The rise of hybrid casual games has driven the evolution of creative advertising content, requiring advertising teams to continuously explore new forms of creative expression and capture the attention of high-value players with more refined content.

With years of practical experience in serving many game overseas manufacturers, including Lilith, miHoYo, NetEase Games, etc., to successfully gain a place in Korea, the Cyberklick Korea localization material creative team has long maintained a sensitivity to new material creativity, timely analysis of Korea material production trends, and we have insights:

"At present, Korea's localized promotion materials combined with the second creative content of hot memes can no longer greatly attract the attention of players, and traditional copywriting oral videos are blunt and difficult to hear; Celebrity endorsements lack in-depth analysis of products, so more overseas game manufacturers have begun to tend to cooperate with vertical KOLs close to the game itself, using vertical KOLs' understanding of the game to accurately and concisely output the core content of the game, and the fan audience is clear, reducing the cost of finding targeted players. ”

Part of the clients served by Cyberklick's Korea localization team 

Under such a trend, the Cyberklick Korea localization creative team has successfully helped Lilith, XD and other overseas manufacturers to plan a variety of creative videos focusing on vertical KOL promotion, and have received good responses from the market. When it comes to the creative structure and creative strategy of your video assets, we recommend starting with the following:

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Some of the video footage created by the Cyberklick Korea localization team 

Over the years, Cyberklick's Korea localization team has provided multi-dimensional, one-stop integrated marketing services for Chinese manufacturers to enter the Korea market, deeply cultivated the Korea market, and won the trust of well-known enterprises including Tencent, NetEase, miHoYo, iQiyi and other well-known enterprises with in-depth localization professional knowledge and international marketing capabilities.