- [MOBILE] Cookie Run: Kingdom, targeting major markets such as Japan, the United States, and Europe
Devsisters revealed on the 9th that they are planning to significantly advance the market strategy of Cookie Run: Kingdom, starting from Japan in September and extending to the United States and Europe.
Since its launch on January 21, Cookie Run: Kingdom has shown remarkable results not only in Korea but also in countries such as Taiwan, Thailand, and Hong Kong. The goal for the second half of this year is to dramatically expand the influence and performance of the game in major gaming markets.
■ Japan: Beginning in September with Large-scale Local Marketing to Shape the Dominance of Cookie Run: Kingdom
Starting next month, a large-scale local campaign will be conducted in Japan to shape the dominance of Cookie Run: Kingdom. As the market is known for its popularity in voice actors, the game will apply famous voice actors' based voice content, as well as present various marketing contents featuring voice actors.
Moreover, reflecting the high interest and understanding of characters, cultural characteristics, Cookie Run: Kingdom will focus its promotional activities on the cute cookies, their stories, and relationships. Since June, the official Japanese SNS channel of Brave Cookie has been introducing cookies and sharing their various aspects in advance. In addition, collaborations with famous IPs in Japan will be pursued to attract the attention of Japanese users both in and out of the game.
■ United States: From October, Expanding User Base towards Influencer Fandom with Voice Content Participation
Following Japan, a more focused and efficient user acquisition strategy will be deployed in North America from October, targeting various groups including RPG and decoration genre gamers, animation and comics enthusiasts, voice actor and influencer fans, aiming to increase accessibility and topicality.
Devosisters have already involved famous influencers as voice actors when selecting the production team responsible for local content at the end of May. Various videos related to influencers and user-participatory contents are being presented through YouTube and SNS, intending to significantly expand the user base with those fandom at the core.
The Cookie Run: Kingdom X Roblox Creative Challenge hosted by Devsisters USA at the end of May has gained popularity locally, with the 'Brave Cookie (Gingerbrave)' sticker trending on the GIF image file search platform GIPHY. The video views of Cookie Run content in the United States have surpassed a total of 750 million in just two months, gradually building awareness in the U.S. market.
Furthermore, as Cookie Run: Kingdom was selected in the Top 25 Mobile Games of 2021 by PocketGamer, a globally acclaimed mobile game media outlet early this month, it confirms the potential success in Western markets as well.
Based on these foundations, the company believes that by adding more focused marketing from October, they can significantly elevate their influence in the U.S. market.
■ Actively Advancing into the European Market by Collaborating with Com2uS, Aiming for 2022
In addition, to support local services and marketing in Europe, a strategic business agreement has been signed with Com2uS, and efforts are being made to target 24 countries in Europe, focusing mainly on Germany and France.
Based on the recent European indicators of Cookie Run: Kingdom, both companies have analyzed market feasibility and determined that there is sufficient potential for success despite the current smaller scale. Therefore, by localizing the game content and voice to German and French, and providing optimized live service support, marketing, community operations, and user response through Com2uS' European office, a large-scale campaign is planned to be launched for a full-scale European market entry at the beginning of 2022.
Devsisters stated, "Based on Cookie Run: Kingdom's unique strengths such as original cookie characters, a balance of casual and RPG gameplay, and an interesting and vast world view, we expect to garner good evaluations in major markets. After expanding into Japan and the U.S. market in the second half of this year, we aim to further expand the success of Cookie Run: Kingdom to the global market and broaden the reach of the Cookie Run IP to Western territories."
Reporter: Shin Sangho ([email protected])