Recently, game companies are expanding their reach with game users through pop-up stores. This movement is interpreted as an effort to enhance the loyalty of existing fans and to acquire new users.
According to the gaming industry on the 5th, Netmarble's content marketing subsidiary, MNB, will operate a 'Kongya Restaurants' pop-up store at Times Square in Yeongdeungpo, Seoul, until the 11th of this month. This pop-up store, utilizing Netmarble's popular intellectual property (IP) Kongya Restaurants, marks the fifth iteration. Unlike previous store formats, this pop-up has been newly created in the form of a sports day. It is divided into an experience zone and a goods shop, with the experience zone designed with large onion kongyas, half-egg kongyas, and an award ceremony photo zone. Here, users will compete against Kongyaz, the champions of various categories.
111% is operating a pop-up store called 'Luck-Based Elementary School' using its popular mobile game 'Luck-Based Zone Many Games' IP at three Starfield locations nationwide. This pop-up store will be open for a total of 45 days at Starfield Hanam, Goyang, and Ansung. The event space has prepared various interactive events suitable for people of all ages, based on the concept of Luck-Based Elementary School, featuring various characters from Luck-Based Zone Many Games.
There is also a unique pop-up store in the form of a restaurant. Nexon is operating a pop-up store for the popular IP 'Blue Archive' featuring Master Shiba Ramen at a restaurant located in Yongsan-gu, Seoul, until the 9th of this month. They recreated the Shibaseki Ramen shop run by Master Shiba within the game. This location is where Serika, a first-year student from Abidos High School, works part-time, and the game's Shibaseki Ramen has been brought to life in a real space. The actual 'Master Shiba's Special Ramen' is on sale, receiving praise for faithfully implementing the items from the game's menu.
In this way, game companies aim to increase offline touchpoints between game IP and users through pop-up stores. Operating pop-up stores is also effective for changing the game's image. There is a strong perception that games, often enjoyed alone on PCs or smartphones, are trapped online, and they aim to establish themselves as cultural content enjoyed with friends or family.
Pop-up stores are also suitable for targeting the MZ generation, the main consumer group for games. The MZ generation seeks out pop-up stores due to the influence of unique experiences and the culture of sharing credentials. Pop-up stores feature many interactive content options that are great for uploading to social media (SNS). Spaces decorated with distinctive game IPs and trendy goods evoke the MZ generation's desire for credential shots.
A gaming industry insider noted, "Pop-up stores are meaningful from two aspects: user management and IP enhancement. By offering various goods and content, it allows for 'one-source multi-use' business opportunities. As opportunities to become familiar with the game increase, it can also lead to increased revenue."