In addition, as launching a global market is considered to be a natural step, there are more areas where game companies need to be careful, but there would be many difficulties to cope smoothly. In some cases, companies are pushed into global market entry although they did not know what to prepare, or missed a critical time, or did not know how.
Opened by Busan IT Industry Promotion Agency in September 2015 with support from Busan Metropolitan City, Ministry of Culture, Sports and Tourism and Korea Creative Content Agency, Busan Global Game Center (BGC) is helping local game companies achieve their global market entry through efficient methods at the most right time. In the second half of 2017, it launched 'Game Contents Global Launching Project Support Business', which helped companies in need of global market entry.
Through the first support business, companies such as Park ESM, which developed the casual arcade game 'BugsBox m', Golden Pig Entertainment, which developed the tank shooting action games ‘Future Savior: Tank War’ based on web novel, and Thunder Games, which developed a clicker RPG ‘Rebirth King’, were selected as support companies and are getting ready for overseas entry with systematic support.
So, how did 'Game Contents Global Launching Project Support Business' proceed and what kind of overseas entry strategies are established through the support business?
'Game Contents Global Launching Project Support Business' is a project to support the marketing of games with high potential for success, which was discovered through suggesting directions of global launching and operational know-hows. The business is largely divided into three phases; 'consulting', 'global launching', and ‘global service’.
Participants also mentioned ‘information about global release' and 'analysis of market data' as reasons for participating in this support business.
Kang Donghyeok, CEO of Golden Pig Entertainment, expressed about his participation motive. “I started to serve mid-core games while mainly serving casual games, and there was a lot of difficulty with a completely different atmosphere from casual games. In the meantime, ‘Game Contents Global Launching Project Support Business’ was going on, and I applied for it to get help for the shortages.”
Lee Seungchan, CEO of Park ESM, said, “As we introduced games on PCs or consoles, the new game received a good response on other platforms, and despite the recommendation of mobile conversion, we lacked the ability to support other language for global services and overseas market analysis data. Therefore, I wanted to get help through this 'Game Contents Global Launching Project Support Business'.”
In the first stage of 'Game Contents Global Launching Project Support Business', we designed business milestones, consulted on global launching and operation, and the reviews through testing games were provided. It also provided market information and conducted seminars, publishing and investment consultation.
In the second stage, provided with guides about global launching and featured for companies who participated in the first stage and could launch within the business period. The localization work including translation was also supported.
Finally, in the third stage, the business assisted in establishing and implementing global marketing strategies, and provided support for designing and analyzing indicators, including operation of target countries.
Through this step-by-step support, participating companies were able to get help in various ways that were incomparable to their own advancement, and it gave them an opportunity to lay a foundation for self-reliance in the global market.
Participants of this support business mentioned ‘'systematic support for practical assistance' and ‘friendly consultation about unknown areas' as the most important advantages.
Park Wonbin, CEO of Thunder Games, said, “As well as global marketing support from consulting companies, we also received many consulting services on games, such as gameplay and interface. Through this, we were able to study how our games could become more fun and enjoyable games for a long time, so satisfaction was very high.”
Kang Donghyeok, CEO of Golden Pig Entertainment also emphasized, “'The Future Savior، War of Tank' was a burden on the SMEs in terms of amount to translate because of the large amount of texts. Thanks to 'Game Contents Global Launching Project Support Business', I was able to get great help for English translation. It also provided an environment for testing mobile phones around the world, which solved hardware problems such as bugs.”
Likewise, 'Game Contents Global Launching Project Support Business' was recognized for its value in helping game companies achieve their full potential to become self-reliant in the global market. In addition, it became a representative support business that brighter the name, ‘A Friend of the Game, Busan City’. During the interview, the representatives of the support companies also expressed their confidence. "I feel the effect of this support project"
Lee Seungchan, CEO of Park ESM said, “Thanks to 'Game Contents Global Launching Project Support Business', we were able to complement our lack of confidence in the new platform and global market. As these opportunities continue to develop, I expect this business to become the most loved support business from local game companies.”
As such, Busan Metropolitan City and Busan Global Game Center are making various efforts to promote local game contents to the global market, along with the revitalization of various game industries. The results are gradually emerging from all over the global market in this steady activity. Therefore, if the business such as 'Game Contents Global Launching Project Support Business' is continued, Busan Metropolitan City is expected to help strengthen its position as 'A Friend of the Game'.
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