Subscription Like OTT, KT 'Game Box'... Unlimited for Around 4,000 KRW per Month (Comprehensive)

Official Launch of Self-Built Streaming Game Service
"Will Present a New Paradigm for Game Usage with a Korean-Style Model"

KT officially launched its subscription-based streaming game service 'Game Box,' which it developed in-house, on the 12th. Promotional models are introducing the service using smartphones.
[Photo by KT]

[Asia Economy Reporter Kim Heung-soon] The era of subscription has arrived in gaming as well. By paying a fixed monthly fee, users can enjoy unlimited game content without device restrictions, similar to the online video streaming service (OTT) Netflix, through streaming technology. KT, which introduced a 5G-based streaming game pilot service last December, ignited competition in the domestic telecommunications industry by launching the official service on the 12th.

On the morning of the 12th, KT announced the official launch of its self-developed subscription-based streaming game service, 'Game Box,' at KT Square in Gwanghwamun, Seoul. Lee Sung-hwan, Executive Director of KT's 5G·GiGA Business Division, stated, "We will perfectly implement an OTT environment where the latest popular games can be enjoyed anytime and anywhere, presenting a new paradigm in gaming usage trends."

Unlimited Games for 4,950 KRW per Month
Enjoy Without Device Restrictions
Cheaper Than Competitors

KT emphasizes the subscription fee as the competitive edge of Game Box. Although the official price is 9,900 KRW per month, to commemorate the service launch, users can subscribe for 4,950 KRW per month until the end of the year. This price is lower than competitors such as SK Telecom (16,700 KRW/month) and LG Uplus (12,900 KRW/month), which offer similar services.

Kwon Ki-jae, Executive Director in charge of 5G services at KT's 5G·GiGA Business Division, said, "The subscription fee was set considering the expansion of the streaming game service market. Even if the price returns to the originally set 9,900 KRW next year, we expect to maintain market competitiveness by providing a service with good price-performance ratio."

Subscribers to Game Box can enjoy unlimited access to over 100 carefully selected games across genres such as action, first-person shooters (FPS), indie, fighting, and sports. KT announced plans to add more than 10 popular blockbuster games monthly, expanding the total number of games offered to 200 by the end of the year. Through the N-screen feature, which allows gaming on multiple devices, Game Box can be used not only on smartphones but also on PCs starting in September and KT Internet TV (IPTV) from October. Support for Apple's iOS operating system will also begin in October.

Game Box also features an AI-based game recommendation function similar to OTT services. It analyzes users' gender, age, game play history, and genres using big data to recommend games preferred by users with similar usage patterns. Additionally, over 100 styles of virtual gamepads optimized for the 100+ games are applied, allowing users to conveniently control console and PC games on their smartphones. Executive Director Kwon explained, "Users can conveniently use our specially developed gamepad by attaching their smartphones." He added, "Considering development costs, the gamepads will be sold for a fee, but prices will be set at a level acceptable to users."

Available to Other Carriers’ Subscribers from September
Intense Competition Among the Three Major Telecoms in Streaming Game Services

Streaming game services, which store games on servers and allow usage without platform restrictions, are gaining attention as 'killer content' in the 5G era. High-definition, large-capacity game content requires fast response times, making the ultra-fast, low-latency 5G network ideal. Not only KT but also SK Telecom and LG Uplus are actively promoting these services to expand their subscriber base.

SK Telecom plans to introduce Microsoft's Xbox Cloud Gaming in Korea on the 15th of next month, offering over 100 games regardless of the telecom provider. LG Uplus has been offering the cloud gaming service 'GeForce NOW' in partnership with Nvidia since September last year to its customers and will open it to all telecom providers starting on the 24th.

KT also plans to offer Game Box to subscribers of other telecom companies starting in September. Furthermore, KT intends to evenly source blockbuster and indie games through collaborations with domestic small and medium-sized game companies as well as popular overseas game operators. A KT official emphasized, "With an open platform strategy, we will make Game Box a successful model of 'Korean-style streaming games.' We will discover domestic small and medium game companies, actively collaborate, and contribute to industry coexistence." KT aims to reach 1 million cumulative Game Box subscribers by 2022.

Meanwhile, global market research firm IHS Markit forecasts that the global streaming game market will grow more than sixfold from $387 million (approximately 460 billion KRW) in 2018 to $2.5 billion (approximately 3 trillion KRW) in 2023.