What should I worry about?

• Topic: Game Global Strategy 2023

• Lecturer: Name-Ham Young-cheol / CEO, Quota

• Presentation: Marketing, Production

• Lecture time: 2022.11.18 (Fri) 16:00 ~ 16:50

• Lecture summary: Today is different and tomorrow. How should we create and service games in the changes in diversified platforms and game content trends such as PC clients, browsers, consoles, mobile, VR, cloud, and blockchain? The immutable truth of 'the game is fun' is too short. 'The game should be fun, but now it is not only eaten by content, and on which platform, what targets, how to approach the user, and how to lead the service.' I hope this lecture will help you to increase the possibility of your game's success. The lecturer, who spent his school days in the 90s, when new game genres continued to be born, jumped in the game industry to develop games in Nixon, publish in the next game, and global business in Pearl Abyss. It's been two years since I founded, and I want to share the results of experience and concerns.

It is not easy to prepare for the release of the game according to the diversified platform and trends. In addition, in recent years, it is becoming a 'crystal' to prepare for the global market, not just to launch the game first in the domestic market. To do this, the game should be fun, and it is necessary to establish various marketing and launch strategies to prepare for the advanced process and decision.

Ham Young-chul, CEO of Touted, shared the contents of how to lead the service in this era through the lecture of IGC2022 in G-Star. At the beginning of the lecture, Ham Young-cheol's '2023' is attached to the lecture topic, and the information he wants to explain today is the information that can be useful in the current state (or for the time being), and this strategy will change at any time because it continues to change information and changes. He emphasized that he should study constantly. He also mentioned the importance of 'strategic thinking' before dealing with full-scale contents. The strategy is to seek the optimal alternative, and it is very important to increase the possibility of success.

In recent years, the mobile market has been significant changes. Looking at the Android Market charts in Korea and the United States, there are various developers of various nationalities. And the characteristics of these games are often localized without the contents of the content to enter the country. Now it is closer to the 'Global Integration' era, and basically the entire global, not a specific area or country, should be viewed as a target market. That's why you have to be more careful and worry more.

First, in this trend, the changes in visuals and mechanisms are noticeable. In the past, if the preferred visuals in each region or culture stayed local, the world is now enjoying evenly. In addition to visuals, content grammar and mechanisms have been integrated into the world, so content grammar and mechanisms have changed from the past. However, styles that are often made in certain countries appear.

Currently, the concept of 'political correctness' era, often translated into 'political right' is an important time. In this area, Ham Young-chul said that 'moral fairness' is the right translation rather than 'political right', and emphasized that the principle that language or action does not hurt the mood of certain groups is important.

For example, the skill name does not need to be 'Genocide', or 'adopt', instead of 'buying' pet, and expressing it as adoption. Even when setting up the setting, he emphasized that if the character's gender, personality, and relationship can be made clear, it is a great help for quality localization to include the subject in the metabolism. Of course, if you work in a particular country, you must respect the country. In Thai games, politics, royal, religion, and racism are handled for gold, while Taiwan also taboo politics and Chinese symbols.

There are many things to note in terms of technology and QA. The combination of Korean and Hangul is the world's most efficient language, and it is recommended to make it generous from the beginning because it occurs in the UI when it is translated into other languages. Infrastructure settings should be well managed with appropriate settings and support.

Subsequently, Ham Young-cheol explained the process of establishing a real game launch strategy based on his experience. The first step is to know me and know the enemy. It is very important to know 'I' in the launch strategy. If you are buried in development, you may not know your present and location. It is a child to be precious to developers, but it is just one of the many contents that are poured out to others, so it is important to recognize me more with 'objective eyes'.

At this time, he explained the game with 'one sentence' and emphasized that it should be attractive. Nevertheless, it is helpful to set the main enemy by setting the main enemy (not real), but to study and compete with all the standards, including the development, including development.

The second step is to grasp the market. Currently, the global game market is about 200 trillion won, half of which is the mobile market. In the mobile market, the US is about 27%, Japan 20%, China 18%, and Korea 7%. In Korea, the console market has grown rapidly in recent years, and the market share has risen to 5 ~ 6% in the Korean game market. In addition, the game is the number one in the export of Korean content, accounting for 70%, which is 10 times higher than that of K-POP, the second-largest K-POP. While studying these basic matters, it is also important to identify the history of major regional indicators and the history of 'main' mentioned earlier by utilizing various analysis tools such as data.ai and sensor tower.

If you've been in two stages, it's time to know 'I' in earnest. You need to know exactly the size of the game you are preparing, you will have a chance to do bigger things later. After making a game and opening, the estimates of one-year sales can be the basis for estimating marketing costs, and before the soft launch, you can calculate more sophisticated targets considering the feedback of small tests.

Since then, DOGS (M) and Milestone have been written. About SGM, Ham Young-cheol introduced it as an old technique and explained that it is one of the various techniques that summarizes the complex heads. It is intended to grab the largest purpose and objective, and establish the process and strategy to reach the goal to determine and measure the method for this.

Even when writing a milestone, documents should be easily accessible and quickly recognized. In particular, working with overseas publishers, operating agents, marketing, and agencies, the complexity of communication increases significantly. Each mind of the schedule should be transparent and easy to understand. In particular, instead of the same expression as 24:00, it must be clearly delivered to the same expression as 23:59:59. In addition, Ham Young-cheol emphasized that planning is the basis of planning for a week in detail, in the next month, and writing and managing three months.

Finally, in the global market, you should take care of a lot before the game launch. The game name can be well searched, and you can also make a new combination of two easy English words with USP. Increasing language response is the most helpful for sales, and if the budget is not enough, it is recommended to expand language to the country with a good response from Korean-English. If the development team does not have a foreign language, it is important to test it in Korea and get the initial feedback and fix it well.

Before launch, social operations can be carried out in English by conducting global integration in English, and it is important to ride the social posting and launch assets to target countries and elaborate the plan. In this process, the story of the brand must be made, and based on this, the strengths and stories must be taken out, and the game should be informed by one's PR.

In particular, the quality of local rising is really important, and mass marketing is good, but marketing is needed to penetrate local gamers. In addition, content (articles, strategy, community, influencer, e-sports, etc.) can be considered in that it can be considered in that global users can be reached at a relatively low cost. Global gamers usually need a lot of time to become a fan while playing and playing. Although I am a slow fan, I can see that the tendency to work harder than anyone is different from Korea.

At the end of the lecture, Ham Young-cheol mentioned that the strategy would be in trouble, which would be difficult to explain in words before the opening of the strategy, and emphasized that it is most important not to be tired in this process. There are many moments when you are tired and miss the opportunity due to poor judgment and wrong judgment. The closely established operations will be distorted, and they need to judge the situation at every moment.

In this process, if you did the QA of the development build well and launched it according to the strategy you established, it can be considered half. Risk management is really important because most thinking occurs due to overlapping mistakes. Even if the system has been created, don't forget to inspect periodically if the system itself is okay. In the issue, the initial response is really important and strongly emphasized that the apology should be careful not to be four. Ham Young-chul said that finally, he needed to get better every day, and he needed something to do something even if he did not achieve good results, and he hoped that he would have good results by keeping his concentration on the game.