Game play videos are one of the key video contents, with many gamers recently experiencing games through these videos before transitioning to actual play. Many corporations are actively utilizing channels to capture user attention. Netmarble is also maintaining active communication through various platforms, including its own brand channel, YouTube, TikTok, and Facebook.
◇ From collaboration to cultivation, the goal of co-growth with creators
According to the gaming industry on the 10th, Netmarble is proactive in collaborating with creators. The company focuses on creating content that faithfully reflects each creator's character and channel concept, noting that it respects the creators' freedom of creative activity.
Additionally, the company is aiming not just for simple collaboration but also for mutual growth, putting effort into cultivation. Notably, it operates 'Netmarble Partner Creator (NPC)' as official partners, creating various content for Netmarble. Indeed, outstanding participants have shown an average subscriber growth of over 40%.
Last August, it also introduced the 'Netmarble Live Streaming Challenge' to support real-time game broadcasts. Selected creators conducted real-time Netmarble game review broadcasts for at least 30 minutes once a week, with about 120 creators participating over three months. A new record of nearly 100 creators broadcasting about Netmarble games was achieved.
In addition, it operates programs that can continuously support game-specialized creators, such as a creator academy and networking parties.
◇ Focus on expanding subculture content and original content
Netmarble plans to further strengthen subculture content. At the 2023 G-Star, the exhibited work 'Demi's Ribbon' and the virtual idol girl group Iseodol Juju and Lilpa's stage event broadcast achieved 12,000 simultaneous viewers on the real-time streaming platform Twitch in Korea, ranking first in that time slot. Going forward to G-Star 2024, stages with Iseodol and Stellalive have been prepared.
The demonstration event for Stellalive's 'Montgale: STAR DIVE' recorded the highest number of simultaneous viewers on Chijijik. Moreover, Netmarble is also expanding original content. Currently, it is serializing various topics such as game strategies, short-form gaming empathy videos, in-depth developer interviews, and ESG. Recently, as various local governments and corporations lead trends with their own appearance content, Netmarble is preparing 'Employee Influencer' content featuring its employees. This will be gradually released in the future.
Starting with the first-ever 'Korea Blog Awards' grand prize in the gaming industry in 2015, Netmarble has continued to receive recognition for its new media activities, winning four awards at this year's 'Social Eye Awards' and ranking first in the 'SNS Communication Competitiveness' game sector for seven consecutive years. Notably, as of 2024, its TikTok channel achieved 1.5 million followers, a 50% increase compared to 2023, and communication through short-form content is also expanding.
Lim Hyun-seob, head of Netmarble's New Media team, said, "Through the synergy of 'games to watch' and 'games to play,' we will continue to communicate consistently, ensuring that both subscribers and gamers are in harmony while keeping up with the timeliness and trends."