South Korean game firms expand hit IPs into offline experiences

March 19 (Asia Today) -- South Korean game companies are increasingly taking popular intellectual property beyond screens, launching immersive offline experiences to deepen engagement and diversify revenue.

The shift reflects efforts to reduce the industry's reliance on new game releases, which can drive sharp swings in earnings. By combining well-known titles with venues such as aquariums and theme parks, companies aim to boost profitability while strengthening brand loyalty.

Experiential offerings typically include photo zones, merchandise sales and live events, creating both direct revenue and indirect benefits by encouraging players to return to games. Industry officials say the approach also opens the door to expansion into animation, performances and theme parks.

Devsisters will host "Cookie Run in Lotte World Aquarium: Ocean Adventure" from Thursday through June 7, transforming multiple floors of the aquarium into nine themed zones. The event blends eight signature Cookie Run characters with marine life, offering visitors an interactive storyline.

Related

• Go champion Lee Sedol named as intellectual property ambassador
• NC AI targets manufacturing-driven physical AI shift
• South Korean game makers split on IP strength, new releases

The exhibition also introduces an augmented reality stamp tour, allowing visitors to play mini-games on their smartphones and receive rewards such as character voice messages. Merchandise tied to the franchise will be sold on-site.

The company plans additional tie-ins, including a collaborative program at the "Sky Run," a 123-floor vertical marathon at Lotte World Tower on April 19.

Nexon is pursuing a similar strategy with "MapleStory in Lotte World," running through June 14 in Seoul's Songpa district. The event features a themed "Maple Island" zone, along with recreations of in-game locations such as Henesys and Arcana.

Visitors can import or customize their in-game characters at dedicated experience zones. The event also includes retro gaming areas and themed products such as a "Red Potion" drink inspired by in-game items.

Other major firms are following suit. Krafton has operated pop-up stores based on "PUBG: Battlegrounds," while Netmarble has hosted events featuring its "Kungya Restaurants" franchise.

"As pop-up stores, exhibitions and collaborations expand, game-based cultural content will become more diverse," an industry official said.

-- Reported by Asia Today; translated by UPI

© Asia Today. Unauthorized reproduction or redistribution prohibited.

Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260319010005893