From Webtoons You Read to Webtoons You Experience... Content Virtuous Cycle Effect
Webtoon x Metaverse Collaboration... Aiming for Synergy to Expand Global Users
[Asia Economy Reporter Yuri Choi] Naver Webtoon has entered Naver Z's metaverse platform, 'Zepeto.' Popular webtoon universes are being implemented in Zepeto, allowing users to wear characters' costumes from the original webtoons and engage in survival games with other users. This move is being praised as an evolution from "webtoons to watch" to "webtoons to experience." With 300 million users worldwide and Zepeto having even more global users, combined with Naver Webtoon's 85 million monthly users, the global market performance of the 'Naver Universe' created by their collaboration is highly anticipated.
Webtoon Worlds Implemented in Zepeto... Evolving into Experiential Webtoons
According to the IT industry on the 11th, Naver Webtoon plans to open the webtoon world of "Gopge Kiwootdeoni, Jimsseum" (Raised Nicely, a Beast) in Zepeto by the end of November. They are preparing to implement a fantasy universe in the metaverse that features the romance story between 'Sinsu,' who freely shifts between human and beast forms, and humans. While the first work introduced in Zepeto, "Gigi Goegoe," was a horror genre with strong game elements and a dedicated fanbase, this new work is characterized by its high recognition among the 10-20 age group and the abundance of everyday items.
Naver Webtoon's U.S. subsidiary also launched the superhero action series "Unordinary" in Zepeto, marking their first marketing collaboration. Users who wear costumes from the series and take photos or videos to share on Zepeto feeds or social networking services (SNS) will receive currency coins usable on both Naver Webtoon and Zepeto.
Naver Webtoon first opened the "Gigi Goegoe World" in Zepeto last June. It consists of an experience zone where users can see how popular characters are implemented in the metaverse and a survival game play zone where players escape from monsters. It also includes social features that allow users worldwide to play games together and compete in rankings.
Naver plans to steadily increase the introduction of webtoon universes into Zepeto. Since 95% of Zepeto users are overseas, they are prioritizing webtoons with diverse languages and high recognition. Works with gamification elements or those that can attract attention visually even without knowing the story are also considered for selection.
Content Virtuous Cycle Effect... Expanding Global Users
Naver Webtoon’s partnership with Zepeto aims to expand the webtoon ecosystem. By evolving from webtoons to watch to webtoons to experience, they seek to provide unique experiences and expand their user base. Although "Gigi Goegoe" is a completed series, new readers have been attracted through Zepeto. Since Zepeto’s main users are teenagers, it helps increase awareness and familiarity with webtoons. For existing readers, it offers a new experience by adding background music and game-like effects to the horror genre.
They are also aiming for a content virtuous cycle effect. Zepeto can secure recreated content based on verified intellectual property (IP). By attracting webtoon fandoms into the metaverse, they expand business models through items such as costumes and accessories. Naver Webtoon expects that metaverse experiences will lead readers back to the original works.
Especially since the combined users of the two platforms approach 400 million, they are targeting global users. Zepeto’s cumulative users have surpassed 320 million, with 95% overseas. Naver Webtoon’s monthly active users (MAU) reach 85 million, with more than half overseas. The platforms, which together have 400 million users, plan to link content to create synergy.
A Naver Webtoon official said, "We are testing the parts where Zepeto and webtoons fit best by considering the genres and visual elements of webtoons and the characteristics of metaverse users. We will regularly introduce various webtoon IPs to Zepeto to expand the ecosystem."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
