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Digital Marketing Strategies for the Gaming Industry: Top 5 Tips to Enter the South Korean Gaming Market


Do you want to enter the lucrative South Korean market with a new video game? Well, you are in the right place to learn how to do just that.

As we all know, the gaming industry has evolved rapidly over the past several years and it has become highly competitive. Among this high competition, South Korea has become the fourth largest gaming market. With an internet penetration of over 98% and a tech-savvy population with spending power, it has become a successful gaming industry; mobile games, PC games, game consoles, online or offline. As someone in the gaming industry, this is a market you should not overlook. But first, you need to understand the unique characteristics of the South Korean market and learn how to connect with the intended consumers. 

In this article, we will examine the South Korean gaming market and how to use digital marketing to enter it. We will explore several online marketing tactics for the gaming sector, with a special emphasis on the South Korean market. So, let us begin.

How Big Is the South Korean Gaming Industry?

South Korean gamer playing video games

In the global marketplace for video games, South Korea’s gaming sector is an important player. A number of the largest gaming companies, such as Nexon, NCsoft, and Netmarble among several others, are headquartered there. The country’s highly connected network and the government’s support of the gaming sector have both greatly contributed to the industry’s rapid growth in recent years.

According to studies, South Korea had 7.6% of the global gaming market share in 2021. In 2020, the South Korean gaming market brought in about US$11.7 billion, a 20% increase over 2019, and US$16.4 billion in 2022. It is expected to increase as well as reach a projected revenue of US$ 21 billion in 2023.

Global Market Share of the South Korean Gaming Industry (Based on Sales Revenue in 2021)

The industry has also had a huge influence on the economy of the country,  They have created thousands of jobs and boosted GDP. The South Korean gaming business is expected to retain its upward direction in the years to come due to the ongoing rise of mobile gaming and the development of marketing strategies.

Insights into South Korean Gaming Audience and the Market

In recent years, South Korea has had a massive impact on the video game industry. With a strong gaming culture and supporting facilities, it is presently the fourth-largest video game market in the world, with a market worth several trillion South Korean won. The government of South Korea has significantly invested in the gaming equipment market and the IT sector in recent years. It resulted in lower personal computer pricing and the construction of high-speed internet connections and was responsible for the increase in the popularity of online games in South Korea.

Share of South Korean Playing Games by Platform, 2022

According to research on the gaming platforms used by South Koreans, in 2022, 62.6% of the respondents used mobiles, and 40% used PCs. This reflects the market trend of the majority preferring to play games on their smartphones because of convenience. But PC games cannot be ignored. As one of the earliest nations to accept professional gaming as a career, a large number of gamers prefer to use PCs for gaming. 

The expected user penetration for the gaming industry in 2023 is 78.8% and is expected to reach 87.3% by 2027. Furthermore, South Korean gamers are not reluctant to spend money on purchasing in-game currency or items. In fact, over 60% of PC video gamers made in-game purchases in 2022.

Rate of In-Game Purchasing in PC Video Games in South Korea (2018-2022)

This forecasts a steadily growing market for the gaming industry and this is high time you enter the South Korean market if you have not already. But how do you enter the South Korean market? That is where we step in with digital marketing. In the next section, we will take a look at how digital marketing can benefit gaming companies in the South Korean market.

The Power Of Digital Marketing In The South Korean Gaming Industry 

The South Korean gaming sector is no exception to the tremendous instrument that digital marketing has become for companies in a variety of industries. With millions of people who play games and a vibrant gaming culture, the industry has successfully utilized digital marketing to communicate with and engage its intended audience. Let us take a look at how powerful digital marketing is in terms of this popular gaming industry.

Benefits of Using Digital Marketing in the Gaming Industry in South Korea.

Understanding the Market

For every business to be profitable, recognizing the market is essential. This is also true for the South Korean gaming sector. Millions of gamers and a vibrant gaming culture make it necessary for companies to analyze consumer behavior, market trends, and consumer tastes to effectively target and interact with their customers through digital strategies. For example, market research will help to identify the demographics of your diverse audience and the best platforms to reach them. It will reveal valuable insights into trends, preferences, and much more which help you make informed decisions.

Maintaining a Good Relationship with Consumers

In the dynamic South Korean gaming market, success depends on maintaining positive consumer interactions. Businesses must prioritize the demands of the consumer and immediately address their concerns to foster trust and loyalty. Digital marketing strategies can be utilized to foster connections and build a community around your brand. Businesses can interact with customers and create a community atmosphere by utilizing numerous marketing tools such as live streaming, polls, and Q&A sessions. 

Multiple Platforms for Marketing

Digital marketing offers various platforms for a video game marketing campaign, social media marketing, SEO, PPC advertising, influencer marketing, and more. Platforms such as Naver Blog, Facebook, Instagram, Naver Cafe, and KakaoTalk are the greatest choices for a gaming company in South Korea to create awareness and lead generation. 

Boosting the Reach and Sales 

The ultimate goal of any business is sales growth and digital marketing offers an excellent opportunity to increase your sales. Gaming companies in the South Korean gaming sector can use digital strategies such as viral giveaways, social media marketing, and influencer marketing to spread their brand messages and recognition and reach a wider audience, while PPC advertising and social media advertising can boost their sales. 

The Top 5 Tips to Enter the South Korean Gaming Market

Since there is a high level of competition in the South Korean gaming market, it is not easy to make a successful entrance for new companies. But it is not impossible either. With an expert Korean marketing agency by your side and a strong strategy, you can establish your brand and start to grow your sales. Below, we are revealing the top 5 digital marketing tips to enter the gaming field in South Korea.

Digital Marketing Tips to Enter the South Korean Gaming Sector

Localized Digital Marketing Strategy 

The South Korean market has its own characteristics with its unique language and culture. Therefore, when integrating digital marketing into the strategic plan of your gaming business, keep this in mind. It is important to align your marketing efforts from content, and SEO to social media marketing and advertising to suit the local audience. This includes incorporating local keywords, understanding the preferences of local people, and the local market trends. 

Integrating Social Media 

Like every other industry, social media offers the best platforms to promote gaming products for the South Korean audience as they are highly active online. But the main point is when choosing the social networking path, it is vital to select the most suitable platforms considering their usage and their popularity in the South Korean marketplace. For example, when it comes to the usage of social media, you need to use local social media platforms such as Naver Cafe, KakaoTalk as well as Facebook and Instagram.


When it comes to social media, KakaoTalk is reputed as one of the most used mobile messaging platforms in South Korea. With more than 47 million active users based in South Korea, KakaoTalk should be included in any marketing plan if it targets the South Korean audience. No need to mention that  KakaoTalk is the most popular messaging app with the highest market share in South Korea.

Naver Cafe 

Naver Cafe, by the Korean search engine Naver, is one of the most popular social networking platforms in South Korea. Every digital marketing campaign for South Korea should include building a Naver Cafe community for the respective brand and being actively engaged with the members. This platform offers the opportunity to interact with your target audience and build your reputation.

Mobile-Focused Marketing

South Korea is home to the smartphone giants like Samsung and almost all the population has access to smartphones. And the majority of the South Korean population uses their smartphones to access the internet. Therefore a mobile-focused marketing strategy is recommended. You need to make sure that your marketing incorporates mobile responsive websites, advertising, and content. 

Content Marketing 

A South Korean influencer live streaming a video game

The objective of content marketing is to bring in and maintain the target audience by generating and sharing valuable, relevant, and consistent content. This approach can be utilized to market games or gaming enterprises while also educating and entertaining gamers. Some of the most shared content includes articles, blogs, social media postings, and videos. Gaming businesses can attract the target audience by showing their expertise, and keep loyal customers by providing useful knowledge.

Naver Blog 

One of the best content marketing platforms in South Korea is Naver Blog. By regularly publishing game-related content, such as tips, gaming companies can boost their online visibility and draw in more clients. With search engine optimization incorporated strategically into the Naver Blog content and using Naver Blog influencers, this platform can further enhance your chance of reaching a wider audience while building your brand authority.

Video Marketing 

Video game marketing strategies for South Korea should include video content creation. Creating engaging video content and publishing them on relevant platforms can increase your reach and attract new customers. As part of your game marketing strategies, you can use video guides, shorts, reels, live-streaming, and various other video content to create buzz about your product. Creating video content that highlights the unique gameplay and features can draw the interest of South Korean gamers who are particularly responsive to such video game marketing campaigns. Combining influencer marketing and video content creation is one of the most effective digital marketing trends. Collaborating with gaming influencers to promote your game through live-streaming gaming videos can increase your reach in South Korea. 

Partner with an Expert Digital Marketing Agency

The best tip we can give you is to partner with a digital marketing agency that specializes in South Korea. As a game developer, you know the best about your game. Likewise, an expert South Korean digital marketing agency knows about the market. They can help you with identifying the user trends, platforms, content, and other factors that affect your digital marketing campaign. While you focus on making the best game, they can help you with strategizing and executing your marketing campaign. 

Enter the South Korean Gaming Market with Inquivix’s Digital Marketing Solutions

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As we said before, hiring an expert digital marketer can help you with your marketing. If you are looking for a partner for your game marketing strategy, Inquivix is the best choice you can make. We are South Korean and we know the market well. We will assist you in making an excellent customized strategic digital marketing plan to enter the South Korean market with your game. 

Whether you are already established in South Korea or just entering, we serve all your marketing needs, customizing initiatives, and the best digital marketing services from keyword research, SEO, and content marketing to social media marketing and PPC advertising to enhance your business. Inquivix is here to take care of everything. Contact us today to learn more about Inquivix.


What Are the Challenges of Marketing in South Korea?

A few of the marketing challenges faced by foreign companies trying to conduct business in Korea include strict industry standards & regulations, language & cultural differences, and high competition from domestic businesses. However, hiring a digital marketing agency with expertise in navigating these challenges will ease your entrance to the market. 

South Korea has an internet penetration above 98% making it one of the most connected countries. According to studies, South Korea had 47.87 million active social media users in the first quarter of 2023. This is 92% of the country’s population.