[People人] From 'Mobile Game Pioneer' to Leading K-Game China Gate Opener as a Bold Player

-Song Byeongjun Com2us CEO

'Summoners War' Obtains Chinese License Successfully
Started Game Business from Seoul National University Venture
Successful Acquisition of Com2us from Gamevil
469.6 Billion KRW Revenue with 80% from Overseas Sales
Following Acquisition of German Mid-sized Game Company, Additional M&A for Global Expansion

Song Byung-jun, CEO of Gamevil and Com2uS

[Asia Economy Reporter Buaeri] "Let's start from sincerity and spread the value beyond games to the world stage." The words of Song Byung-jun, CEO of Com2uS, have become a reality. Song, regarded as a pioneer of the domestic mobile game industry, has become the key figure in lifting China's Hallyu ban after four years. On the 2nd, the National Press and Publication Administration of China issued a foreign-invested game license (permission to service games in China) for Com2uS's 'Summoners War: Sky Arena.' Although major domestic game companies such as NCSoft and Netmarble also applied for licenses, China favored Com2uS first.

From Seoul National University Venture to Head of Com2uS

Song's connection with games dates back to his university days. While studying electrical engineering at Seoul National University, he served as president of a campus venture startup club and founded 'Fitsnet' in 2000 during his master's program. He gathered undergraduate and graduate students who loved games. Fitsnet's game site was 'Gamevil.' In 2001, Song changed the company name to 'Gamevil' and officially started the game business. He focused especially on mobile games. While mobile games are now enjoyed by everyone, in the early to mid-2000s, it was a barren field in the industry. After restructuring the business around mobile games, he released titles such as the 'Pro Baseball series' and 'NOM.' NOM, which started from the idea of games played by rotating the phone, won ministerial awards that year and became popular enough to produce six series.

While growing Gamevil into a leading domestic mobile game company, Song took on a major challenge in 2013 by acquiring competitor Com2uS. Usually reserved, Song showed remarkable determination in the acquisition. At the time, the game industry's view of the acquisition was negative, partly due to Nexon's previous unsuccessful acquisition of NCSoft shares. There was also widespread opinion that the two competing companies would not blend well. However, Song dispelled all doubts with results. The success of Com2uS's 'Fishing Superstars' and 'Summoners War' proved his bold move was the right decision.

Relentless Global Strategy

From the early days of his business, Song looked at the global market with a long-term perspective. The global influence of Summoners War is said to have played a significant role in the recent license issuance. Song's long-standing efforts have shone through. Released in 2014, Summoners War surpassed 100 million downloads worldwide and achieved cumulative sales of 2 trillion won last year.

Song has shown interest in the global market since the early days of his business. A famous anecdote tells of him meeting with global phone manufacturer Nokia and directly demonstrating games downloaded on a phone. Song's 'global mindset' was fully reflected in Com2uS's Summoners War. He actively targeted global users by hosting the global eSports tournament 'Summoners War World Championship (SWC).' As a result, Summoners War has been thriving for over six years. This global strategy is credited with making Com2uS, which now has annual sales of 469.6 billion won, what it is today. Com2uS's overseas sales account for 80% of its total revenue. As Summoners War gained popularity worldwide, Chinese users naturally showed increased interest. Chinese players have won twice in the four SWC tournaments held so far.

Song is preparing several challenges to solidify Com2uS's image as a 'global company.' In October, Com2uS acquired the German mid-sized game company 'Out of the Park Developments (OOTP)' to strengthen its sports management game development capabilities. OOTP's flagship title, 'OOTP Baseball,' is a management game licensed by Major League Baseball (MLB) in the U.S. and is currently serviced on the Steam platform and via online downloads. It has the largest user base in the U.S. market.

Song has ambitions to grow Com2uS further through additional overseas mergers and acquisitions (M&A). Global releases of 'Summoners War: Hundred Years' War' and 'Summoners War: Chronicle,' based on the Summoners War universe, are also underway. Known as a 'reclusive CEO' for his calm personality and rare public appearances, Song is said to be particularly proactive when emphasizing the 'spirit of challenge' to his employees. His next 'challenge' is highly anticipated.