Domestic Games Expanding Through Webtoons

[Asia Economy Reporter Kang Nahum] Domestic game companies are expanding their intellectual property (IP) by producing their games as webtoons. They are targeting the global market with a ‘One-Source Multi-Use’ strategy that maximizes profits by reproducing successful original works into other genres of content.

◆ Game companies turning their attention to webtoons = According to the industry on the 25th, Netmarble’s development subsidiary Netmarble F&C plans to release 12 webtoons and web novels based on new worlds early next year through global content platforms. The platforms for serialization include KakaoPage (Korea), Tapas Media (USA), and Piccoma (Japan).

Representative Korean works include the webtoon “Beom-i Naeryeowatda” by Blueline Studio, the web novel “Shin Ureonggaksi-jeon (working title)” by writer Hyedol, famous for “Adonis,” and the web novel “Hoesawon Hadaesu (working title)” by writer Sankyung, who wrote “The Youngest Son of a Chaebol Family.” In the US, there is the webtoon “Artemis” by Justin Jordan, who wrote DC Comics’ “Green Lantern,” and in Japan, the webtoon and web novel “Enno Oznu (working title)” by Endolphin, who produced “Tutorial Is Too Difficult,” will be introduced.

Crafton’s PUBG Universe released three webtoons simultaneously on Naver Webtoon on the 15th. PUBG Universe is an expanded world based on the BattleGrounds IP. The webtoon titles are “100,” “Silent Night,” and “Retreats,” and they are notable for creating a genre webtoon encompassing action, thriller, and SF. They depict the vast world beyond BattleGrounds, how the works connect, and what mysteries are hidden.

The newly released webtoons were produced with the participation of YLAB, a content universe specialist production company, and YLAB founder writer Yoon In-wan reviewed the initial planning. Skilled writers such as Shin Hyung-wook of “Study Group,” rated 10 on Naver Webtoon, Kim Sun-hee of the popular webtoon “Abyss Sky,” and Han Dong-woo of “Terror Revival,” praised for solid scenarios, joined the webtoon project, adding completeness to the expansion of the PUBG Universe world.

Com2uS established the content production company “Jungle Studio” in May and officially entered the webtoon and storytelling content business. Jungle Studio is a joint venture (JV) established jointly with webtoon production company Kenaz. Based on Com2uS’s global IP “Summoners War,” they are producing various genres of webtoons not previously introduced, aiming for serialization in the first quarter of next year.

Along with this, they are expanding production to web novels based on webtoons, aiming to expand the Summoners War IP world, which Com2uS has developed, into self-produced content. They also plan to produce webtoons based on several Com2uS game titles popular domestically and internationally, and to pursue original webtoon production, securing their own IP.

◆ Hundreds of billions in profits if globally successful = The reason game companies are rushing into webtoon production is that they can earn high profits if they succeed globally. Well-made webtoons have become a guarantee of success in the video production industry. For this reason, it is increasingly common to produce verified webtoons into movies and dramas and present them on terrestrial broadcasting and online video services (OTT). Netflix’s global hits such as “Space Sweepers” and “D.P” are all based on webtoons.

After such success, a virtuous cycle can occur where audiences return to the original works such as games. A similar case is Netflix’s “Hellbound,” which topped the global drama rankings from its first day of release, leading to a flood of interest and inquiries from overseas readers about the original webtoon. Naver Webtoon, which serialized “Hellbound,” plans to serialize it overseas through its global service.

An industry official said, “As the competition among global OTTs accelerates, the battle to secure content is intensifying. For webtoons with proven quality, it is possible to generate hundreds of billions of won in sales if they become global hits.”