Game Companies Eyeing Zepeto's Space in the Metaverse... 'Differentiation' Is Key

NC, Nexon, Netmarble Join Metaverse Development
Differentiation is Key... Various Attempts Including IP Integration, Real Estate Transactions, Citizenship Grants
Attention on Whether No.1 Operator Naver Z's 'Zepeto' Will Be Surpassed

[Asia Economy Reporter Kang Nahum] The competition among domestic game companies in the metaverse is intensifying. While Naver's metaverse platform 'Zepeto' is already dominating the market, each game company is striving to enhance the presence of their own metaverse by combining their intellectual property (IP) or experimenting with various initiatives such as real estate transactions and granting citizenship.

Game Industry Accelerates Metaverse Development Amid Expectations for Regulatory Relaxation

According to the industry on the 28th, domestic game companies such as NCSoft, Netmarble, Nexon, and Com2uS are entering the metaverse business. NCSoft will unveil its new metaverse platform ‘Miniverse’ for the first time on the 7th of next month. Miniverse is a user-created metaverse platform where users can enjoy various online gatherings such as ▲community meetings ▲study groups ▲remote classes ▲telecommuting.

Nexon has launched its metaverse service 'MapleStory World' based on 'MapleStory' and started full-scale service, while Netmarble plans to release the metaverse real estate platform ‘Modoo Marble: Meta World’ within the year. Com2uS established a joint venture called Com2verse in April together with its affiliates WYSIWYG Studios and NP, and is actively developing the all-in-one metaverse 'Com2verse.'

What draws attention is whether they can surpass Naver Z's 'Zepeto,' which was launched in 2018. Zepeto is the undisputed number one metaverse platform in Korea with 300 million registered users and 20 million monthly active users (MAU). The industry believes there will be limitations in surpassing Zepeto, which has already secured a first-mover advantage with the existing metaverse concept recognized by the public.

The key is differentiation. Each game company is making various attempts to highlight the uniqueness of their metaverse platforms by integrating their IP and business, as well as granting land leases and citizenship.

From Real Estate Transactions to Granting Citizenship

NCSoft plans to launch a fandom-targeted metaverse business utilizing the K-pop fandom platform 'Universe.' Universe is a platform offering private messaging, fan network services, and Universe Originals, currently serving 223 countries worldwide including Korea, the United States, Japan, and Indonesia, with about 89% of users being overseas. In Miniverse, Universe users are expected to generate 'profits' by creating and selling celebrity-related photo and video NFTs.

Nexon's MapleStory World is based on its flagship IP, MapleStory. Users can create their own worlds using MapleStory's unique 2D pixel art design and background music (BGM), and share them with others. In the future, features will be introduced that allow creators to generate revenue through worlds or avatar costumes they have made themselves.

Netmarble's metaverse is expected to incorporate the concepts of real estate and land leasing. Netmarble's 'Modoo Marble Meta World' is a 'real estate metaverse game.' Set against a metaverse based on real cities, users can purchase plots, build their own buildings, and trade NFT-ized buildings with other users in a real estate investment game.

Com2uS's Com2verse is a virtual space composed of a total of nine islands. Each island is the size of 3,200 soccer fields and is divided into 900 'blocks,' with each block further divided into 100 'cells.' These lands can be owned by users or organizations such as other companies in the form of virtual real estate. Separate from virtual real estate, 'virtual citizenship' will also be issued, and a decision-making structure based on this will be operated as a decentralized autonomous organization (DAO).