Netflix Game 'Ojingeo Game Mobile' Also Performs Well... Demonstrating IP Potential

Google Play and Galaxy Store Ranked No.1 in Action Category

The Netflix original drama Ojingeo Game Season 2, which is ranked number one in viewership in 87 countries worldwide (as of June 2, according to FlixPatrol), is positively impacting the gaming sector as well. A game utilizing the same IP (intellectual property) has reached the top spot in the action category of app markets, demonstrating a synergy between the drama and the game.

According to industry sources on the 4th, the Netflix game Ojingeo Game: Mobile Survival is performing well, ranking first in the action category on Google Play and in the action and adventure categories on the Samsung Galaxy Store. Notably, on Google Play, it surpassed 1 million downloads within just two weeks of its release, showing signs of strong popularity.

This game is a 32-player survival game based on the original series. Over three rounds, players engage in iconic games from the series such as “Dalgona,” “Mugunghwa Kkotchi Pieot Seumnida” (literally “The Rose of Sharon Blooms”), and “Ojingeo Game,” as well as original games like “Cross the Lava.” Players participate as characters they choose and can use items collected on the map to hinder or eliminate opponents.

The overall design, sound, and announcer’s voice effectively capture the original series’ atmosphere. The simple controls, consisting mainly of directional keys and jumping, combined with light gameplay and, most importantly, the effective implementation of key elements from the drama within the game, have garnered positive responses from both fans and gamers.

The success of Ojingeo Game: Mobile is seen as a case that confirms the powerful synergy effect between content and games. Netflix is adopting a strategy to expand game content centered around its original series. Games based on Netflix IPs such as Stranger Things and The Witcher are attracting existing fanbases and driving high engagement.

This strategy differentiates Netflix from other OTT providers like Amazon and Disney. Amazon and Disney mainly outsource game development to third-party studios through external investments and collaborations to spread risk. In contrast, Netflix is strengthening its in-house development capabilities by acquiring multiple studios and pursuing a unique approach that combines content production with game development.

Netflix initially attempted to develop AAA-level games when entering the gaming market but shifted its strategy to focus on mobile and casual games due to the enormous development costs and long production times. This decision was made based on the judgment that combining games with its subscription service would create greater synergy.

Mobile games, with their shorter development cycles and high accessibility, are considered the optimal choice for naturally integrating into subscription services and maximizing user engagement. Through this mobile-centric strategy, Netflix has succeeded in increasing platform dwell time among existing subscribers and attracting new subscribers.

Currently, Netflix offers games to subscribers without additional charges, lowering the entry barrier for users while strengthening subscriber loyalty. However, in the long term, it is highly likely that Netflix will expand its revenue model through various methods such as in-app purchases, premium subscription options, and ad-based revenue. This is expected to be an important strategic choice for Netflix to sustain growth in the mobile gaming market.

Nevertheless, there are still many challenges to overcome. First, the mobile gaming market is extremely competitive. It will be a critical challenge for Netflix to consistently provide high-quality content amid competition with established powerful game studios.

Additionally, the suspension of AAA-level game development that Netflix initially pursued indicates that its development capabilities have not yet achieved full competitiveness in the global market. An industry insider commented, “Netflix is increasing its chances of success by focusing on mobile and casual games, but the ability to develop high-quality large-scale games remains an important challenge.”