Korean game companies are actively pursuing collaboration marketing with partners from different industries, including animation studios and retailers. The strategy aims to deliver fresh experiences and unique entertainment to customers through cross-brand partnerships.
According to industry sources on Monday, Nexon has updated its mobile racing game "KartRider Rush+" with characters from the popular animation series "Porong Porong Pororo." The animation featuring the little penguin Pororo as its main character is considered one of Korea's most iconic intellectual properties, having enjoyed consistent popularity for 24 years. This update introduces various items and events under the concept of "Pororo and friends discovering their need for speed."
Character items from the Pororo universe, including "Petty Pet" and "Harry Flying Pet," will be added sequentially, with a kart inspired by the popular character Crong set for release on February 13. To celebrate the collaboration, an event running until April 22 will reward players with items such as "Pororo Character," "Pororo Glasses," and "Pororo Dashboard" based on the number of special collaboration edition items collected.
Netmarble has launched new products through a partnership with convenience store chain GS25. The company introduced various desserts featuring characters from "Koongya Restaurantz," an IP owned by its content marketing subsidiary MNB. Two types of mochi pancakes are available at GS25 stores nationwide: a tangerine yogurt flavor featuring "Onion Koongya" and a cookies and cream flavor featuring "Rice Ball Koongya."
Krafton (259960.KS) has joined hands with Kakao. The company released merchandise combining the military concept and game elements of its flagship title "PUBG: Battlegrounds" with Kakao Friends' signature characters Chunsik, Ryan, and Jordy. The lineup consists of 12 everyday items including plush dolls, keyring dolls, figures, keycap keyrings, and stainless steel mugs.
"Gamification marketing, which applies game elements to non-game services, is providing users with fresh experiences and entertainment," an industry official said.
