Key Insights into Mobile Gaming Marketing in South Korea

The South Korean market is one you should definitely consider.

In terms of global revenue in 2024, South Korea ranks 4th, with its mobile gaming market maintaining high profit margins worldwide.


💡 Read More: The State of Mobile App 2025.

An increasing number of mobile game advertisers and developers are aiming to enter this burgeoning market. To achieve success, it's crucial to grasp its fundamental trends and dynamics.

If you want to enter South Korea, this thriving country, you must truly understand the South Korea app market, as there are significant cultural and user habit differences compared to Western markets.

To help you get started, we've compiled the most important information and data about South Korea's market, along with some useful tips. 

South Korea App Market Performance

 

Total Revenue in 2024

Top Grossing Mobile Game Apps

This indicates that Korean players are willing to download and spend money on both local and foreign games, as long as these games are localized and align with their interests.

Key Strategies for the South Korean Mobile Game Market

How should we approach this market?

To effectively engage with the Korean mobile gaming market, it is essential to understand its unique characteristics and identify strategies to leverage these distinct features.

Let's explore what makes this market stand out and how you can capitalize on these aspects.

1. Text Localization for the South Korean Market

Entering the South Korean market requires a strong focus on localization, which is essential for success. Korean players demand fully localized games that include culturally relevant content and marketing materials.

Language Localization

• Understanding Hangul: Korean is written in Hangul, a script read from left to right. Hangul characters often occupy twice the space of English characters, which can lead to layout challenges. Instead of simply resizing fonts, use fonts like Dodum and Nanum that are optimized for readability.
  
  

• Complex Language Structure: The Korean language features a unique grammar structure, varying levels of formality, and numerous synonyms and borrowings from English and Chinese. To navigate these complexities, it is advisable to collaborate with a native speaker for game localization.
  
  Alternatively, using FoxData's Text Localization is also a great option. We support you in finding localizable keywords while researching them.
  
  💡 Read More: How to Easily Localize Mobile App with Keywords Auto-Translation

Key Elements to Translate

• In-Game Content: Ensure all in-game text is accurately translated.
• Game Title and Subtitle: Localize these to enhance appeal and understanding.
• App Store Details: Translate keywords, descriptions, and screenshots to optimize visibility and user engagement in app stores.

By prioritizing comprehensive localization, you can better connect with South Korean players and enhance your game's success in this market.

2. Visual and Cultural Localization

A thoroughly localized experience can foster greater user trust, engagement, and loyalty.

3. Understanding Spending Habits

It's known that Koreans predominantly spend on RPG titles. But what drives their spending behavior?


According to Mistplay's survey of Korean mobile game spenders, 66% are motivated by enhancing gameplay progression, and 49% by personal enjoyment. Their preferred in-app purchases (IAPs) include in-game currency (50%) and bundles (31%), while they are less inclined to spend on loot boxes and cosmetic items. This indicates that Korean players are primarily motivated by the desire to enhance their gaming experience and achieve in-game success.

Social dynamics also significantly influence spending. Korean gamers are passionate about socializing and competing with others. In a recent survey, 29% of spenders highlighted leaderboards, challenges, and rankings as top social factors influencing their spending (Mistplay). Game developers can leverage these preferences by incorporating more social features to stimulate competition and spending.

4. Video & Rewarded Advertising

In South Korea, successful user acquisition strategies must include thoughtful localization efforts. Where should you promote your apps in Korea? Beyond global ad networks like Google Ads, AppLovin, and Meta, consider leveraging local platforms such as Kakao and Naver for social promotion.

Rewarded advertising is particularly popular in Korea alongside traditional video advertising. South Korean gamers not only spend heavily but also invest significantly more time in gaming. In fact, top-grossing titles in Korea achieve 4–5 times higher daily playtime compared to the average (adjoe, Statista, Airbridge).

Want to see more market insights?

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