New Chat Novel Section Launched on KakaoPage... Securing Content
Separate Reader Participation Service Also in Preparation... Targeting MZ Generation
[Asia Economy Reporter Yuri Choi] Kakao is developing chat novels as the next-generation killer content. Following the introduction of chat novels on Kakao Page, the company plans to launch a separate reader participation service. By increasing short-form content and encouraging user participation, it aims to target the MZ generation (Millennials + Generation Z), who are enthusiastic about 'short-form' content.
According to the IT industry on the 14th, Kakao Entertainment and Kakao plan to launch a reader participation chat novel service. This move follows the establishment of a chat novel category on Kakao Page at the end of last month, expanding the chat novel service.
Chat novels unfold through brief dialogues between characters, similar to exchanging messages on KakaoTalk. They continue like real-time conversations, allowing immersive enjoyment in a short time. Additionally, depending on the content, GIFs (moving images), narration, and music are integrated. For example, a scene with an accident may include a blood splatter effect. Since users must keep tapping their smartphones to reveal the text, it sometimes feels like directly participating in a conversation or playing a game.
Kakao Entertainment is focusing on securing chat novel content. It is bringing popular web novel or webtoon intellectual properties (IPs), such as "Seducing the Villain’s Dad," into chat novel format and increasing original content. Examples include "People Who Became Demons" and "Bona’s Fandom Diary."
The company has also embarked on new attempts by partnering with entertainment agencies. It introduced the worldview of Brand New Music’s rookie idol group "YOUNITE" as a chat novel. Set in a cosmic universe, the story features idol members using superpowers to save a planet in crisis. It provides an experience akin to a fandom platform where idols and fans communicate directly, as if chatting with the members themselves.
Kakao Entertainment plans to evolve chat novels into reader participation content. Through "Kakao Page Stage," a web novel serialization platform, it is preparing to allow readers and the general public to participate in chat novel creation. Additionally, it will separately launch an interactive chat novel service with Kakao, where the story development changes based on the reader’s choices.
Kakao is nurturing chat novels to target the MZ generation. This reflects their preference for short-form content like TikTok and Reels over long texts or videos, as well as their enjoyment of participatory content.
In fact, the chat novel service "Chatty" has 70% of its users in their teens. More than 20% of users actively participate as writers, growing into a participatory platform. "StoryPlay" allows content to unfold differently depending on the reader’s choices, making it enjoyable like a game.
Chat novels facilitate communication about works through comments or separate community activities, making expansion into community-type services highly possible. Especially since Kakao Entertainment has entertainment agencies and content producers as affiliates, it can leverage their IPs to develop a fandom community platform.
Hwang Seon-jae, Director of Business Development at Kakao Entertainment, said, "We see positive responses mainly from users in their teens and twenties who prefer short-form content," adding, "We will expand into unique content different from existing webtoons and web novels."
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