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Examining Streamer Promotions in the South Korean MMORPG Scene

The mobile MMORPG market in South Korea has witnessed a rapid expansion of streamer-driven promotions since around 2017. This shift signals a fundamental change in how game developers engage with audiences and market their products. Recently, SpiceSmart conducted an investigative report focusing on the use of streamers in promotions within this vibrant gaming sector. This article provides insights from that report, offering a closer look at the three categorized types of streamer promotions, their effectiveness, and the evolving legal framework surrounding them.

Research Overview

SpiceSmart's investigation targeted six noteworthy titles from the South Korean mobile MMORPG landscape, focusing specifically on promotional strategies that incorporate streamers. By examining various promotional methods, the report outlines not only the tactics employed and the results achieved but also dissects user reactions while addressing key legal and institutional challenges in the Korean market.

Types of Streamer Promotions

The strategic integration of streamers into MMORPG marketing has blossomed in various forms. SpiceSmart's report delineated three categories of streamer promotions based on differences in support methods for streamers and revenue-sharing practices:

1. Direct Promotion: This method involves direct partnerships where streamers create content specifically for a game's marketing campaign. Game developers incentivize this collaboration through support measures, often yielding strong engagement rates among audiences.

2. Incentivized Streaming: In this approach, streamers are compensated based on the performance of their broadcasts, including view counts and interactions. This method has proven effective in attracting player investment and fostering community engagement within the games.

3. Independent Streaming: Streamers independently showcase gameplay, sometimes integrated with game mechanics or exclusive events. While less direct, this organic promotion has its merits by building authenticity and trust within the gamer community.

As these promotional tactics gained traction, they highlighted the pressing issue of transparency in marketing.

The Push for Transparency in Promotions

In a market characterized by a blend of in-game purchases and promotional events, concerns regarding undisclosed sponsorships and unethical marketing practices have surfaced. Known as "stealth marketing" or "stealth promos," such tactics were identified in certain titles, where streamer support and sponsorship conditions were not explicitly stated.

In response to these concerns, the Korea Fair Trade Commission revised its guidelines in 2020, mandating clearer disclosures of paid collaborations in promotional content. Major game companies have started to comply, ensuring that sponsored broadcasts are clearly labeled as advertisements and that contracts include specific terms for advertisement disclosures.

Report Insights

The full report by SpiceSmart catalogues these promotional categories and the evolution of regulatory guidelines over time. It serves as an essential resource for understanding how effective streamer marketing can leverage both community interaction and regulatory compliance. For those interested in the detailed findings and analysis, the investigative report is available through SpiceSmart's operational solution, LIVEOPSIS.

About SpiceSmart

Founded in July 2015, SpiceSmart specializes in research and analysis within the mobile game sector. The company not only offers insights on mobile game operations from various global markets, including Japan, China, Korea, and the USA, but also provides support for licensing IP from Japanese creations, fostering business matches for effective collaborations.

As a player in this competitive landscape, SpiceSmart’s array of services includes:

• - Global IP Connect: A supportive service for game and IP collaborations.
• - LIVEOPSIS: A comprehensive data solution for mobile games' analysis and operations.
• - LIVEBeauty: A social media analysis tool dedicated to beauty and cosmetics brands.

For those seeking assistance or further information, SpiceSmart's PR team is readily available, offering support in multiple languages including Japanese, English, Chinese, and Korean.

Explore the evolving world of streamer-driven promotions in MMORPGs and stay ahead in this dynamic sector. Whether you're a game developer, marketer, or simply a gaming enthusiast, understanding these trends is vital in an ever-changing digital landscape.