[G-Star 2018] Soft-World’s Sejin Lee and Wendy Hung, “Advance into Greater China with My Card from A to Z at Once!”

Published : Thursday, December 6, 2018, 1:59 am
ACROFAN=Hyung-Keun Kim | | SNS
‘G-Star 2018 (The Game Show and Trade, All Round 2018)’, an international game exhibition hosted by Korea Association of Game Industry (K-GAMES) and co-hosted by the G-Star Organizing Committee and Busan IT Industry Promotion Agency, was held on November 15 at BEXCO located in Haeundae-gu, Busan.

Soft-World, participated in 'G-Star 2018', promoted its 'My Card' service through BTB booth and conducted consultation with major game companies in Korea.

Accordingly, Acrofan visited Soft-World’s BTB booth and met Sejin Lee, Executive of Global Business, and Wendy Hung, in charge of Korean business of ‘My Card’, to talk about the features of ‘My Card’ and future business development.

▲ Acrofan met Sejin Lee, Executive of Global Business, and Wendy Hung, in charge of Korean business of ‘My Card’, to talk about ‘My Card’ service.

"'My Card' that we introduced at 'G-Star 2018' is a payment platform that is served by Soft-World. But rather than simply considering it ‘payment service’, users will be able to experience the essence of Soft-World's business that has been going on for 37 years.

According to Sejin Lee, Soft-World has been engaged in various businesses related to game and marketing for 37 years in Taiwan, Hong Kong, Macao and Southeast Asia. Soft-World headquarters is in the business of payment and marketing, and providing game related businesses including game development, publishing, and cloud services through 17 core subsidiaries.

"One of the biggest advantages of 'My Card' is that it supports various payment services around the world. In addition to the existing payment methods such as credit card, telecommunication micropayment, and ATM, more than 30 types including mobile payment like AliPay and online payment represented by PayPal are currently supported. Therefore, users can select and use the payment according to their convenience. Moreover, 'My Card eWallet', an electronic wallet service linked to 'My Card', has exceeded 5 million registered members, and prepaid card payment service is also available."

Sejin Lee said that the convenience through integration service support is the biggest advantage of ‘My Card’, and introduced that 'My Card' is not only convenient for users but also provides a variety of convenience solutions to partners who introduce 'My Card', which is why the 'My Card' is a fruit of Soft-World's service know-how that has been going on for 37 years.

"Partner companies introducing 'My Card' are generally preparing for the service in Greater China. Of course, they can prepare for the service by themselves, but there will be a few shortcomings compared to the local companies. And, we are supporting them with those shortcomings through our affiliates."

Wendy Hung pointed out ‘marketing’ and ‘promotion’ as the most lacking areas for the companies preparing for the Chinese service, and said that Soft-World is providing ‘integrated marketing service’ through cooperation with Soft-Ware’s affiliates and partners to companies that introduces 'My Card'. This 'integrated marketing service' is a way to provide a variety of offline marketing for the companies introducing 'My Card' through banks, credit card companies, mobile network operator, micropayments and offline prepaid card distribution networks.

▲ In addition to the payment service of ‘My Card’, the Greater China region ecosystem centered on ‘My Card’ was introduced.

"There are many ways to promote games and services offline, such as magazine shelves, posters and DM, game magazines, game video news, interactive entertainment, electronic stickers, etc. We are also actively working on combination of online and offline marketing such as websites, 'My Card' fan page, press conferences and road shows."

In addition to promotion and marketing, Sejin Lee and Wendy Hung also emphasized that it is one of the important services for 'My Card' customers that Soft-World's affiliates provide the necessary skills and resources in preparation for local services in China.

"The game service does not go smoothly when you apply billing locally. We need to adapt the service as well as development to suit local needs, and we are helping to smoothly connect the necessary parts of localization service to each department and subsidiary of Soft-World. In other words, a game service ecosystem centering on 'My Card' is formed."

Connected as a part of service ecosystem, a number of the services and subsidiaries of Soft-World were introduced; 'My Server', which provides solutions encompassing cloud and IDC, 'Zealot Digital Graphic Design Center' and Kaohsiung Music Production Center, which produce the graphic and sound that suit the game’s features, TOP marketing service ‘My Card Bonus’, ‘Adwitt’, which provides advertisement services and online and SNS marketing like Facebook or Google, and ‘Kochava’, which provides a tracking tool service for mobile advertising.

"Thanks to the service that emphasizes convenience, there are a growing number of companies choosing Soft-World for their services in Greater China. In major service areas, Soft-World has earned high level of trust as 80% of companies including Korean game companies are our customers.”

Sejin Lee said, “With a successful business development, Soft-World is trying to provide more services in the 'My Card' ecosystem so that companies with Taiwan or Greater China service plans do not worry about localization.” Especially, he introduced about the direction of current development that Soft-World focuses on the distinctive elements of the Chinese market, which foreign companies cannot easily think of, and is improving services in the way of suggesting before the customers' requests.

"As mobile games become the central platform of the game market, Soft-World's goal became to provide a service that allows small game companies, which do not have much manpower or funds, to easily enter Greater China. Many companies in Korea are also offering mobile games, and I hope Soft-World's 'My Card' will help them advance into the Greater China."

Sejin Lee and Wendy Hung said that they hope Korean games with excellent ideas will be introduced to the Chinese market like the time when Korean game companies dominated the game market all over the world. And they again emphasized that 'My card' will play a role as a helper in Korean game companies' entry into the Greater China.

▲ They emphasized that 'My card' will play a role as a helper in Korean game companies' entry into the Greater China.

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