Neptune said on the 20th it will launch three new businesses this year and move to expand its ad tech business with a focus on the Indian market.
Neptune was acquired by Krafton in Apr. last year and has spent about six months discussing a business direction that can maximize synergies between the two companies. Based on its ad tech capabilities, it will push three new businesses to strengthen a model that links ad tech and games.
Neptune's three new businesses are global expansion of its ad tech business, expansion of its hybrid casual game business, and building a new advertiser platform (DSP).
Among them, the global expansion of the ad tech business is focused on targeting the Indian market. Neptune completed development of an SDK optimized for India's mobile environment and built infrastructure to handle large-scale traffic in the third quarter of last year, and plans to roll it out sequentially in the first half of this year starting with popular India-bound mobile games.
It will also expand investment and publishing for hybrid casual mobile games that combine an in-app purchase (IAP)-centric revenue structure with in-app advertising (IAA), and, through in-house development, continue to secure hits and user traffic. Hybrid casual mobile games are a genre that combines growth elements based on simple controls and quick accessibility, and have shown rapid growth in the global market over the past two to three years.
Chief Executive Kang Yul-bin of Neptune said, "We plan a soft landing in India's ad tech market, which is growing to about 3 trillion won, by leveraging traffic in India held by the parent company, and based on that, we will gradually expand the ad tech business in India," and added, "We will quickly scale the hybrid casual mobile game business to create a springboard for the ad tech business to take a leap forward by growing the game business and expanding into the Indian market."