Crit Ventures Makes Seed Investment in Hybrid Casual Game Developer "Pep"

On January 9, venture capital firm Crit Ventures announced that it has made a seed investment of 1 billion won in Pep, a hybrid casual game developer.

Pep, a mobile casual game specialist, focuses on the hybrid casual genre, which combines intuitive gameplay with growth elements to enhance the profitability of in-app ads and in-app purchases. The company is currently developing "Dig & Roll," a game based on simple controls and a repetitive play structure that anyone can easily enjoy, regardless of age or gender.

Logo of the hybrid casual game developer 'Pep'. Pep

"Dig & Roll" is a game in which players dig into the ground according to the number rolled on a dice, and use the rewards they earn to upgrade their drills and challenge deeper records. Last October, Pep signed a publishing agreement with Tripla, and the company is aiming for a global official launch in the first half of this year.

Crit Ventures decided to make this investment after determining that Pep's development capabilities and monetization strategies, based on the founders' successful experience in casual game services, are competitive in the hybrid casual game market, which has been growing by more than 30% annually.

With this investment, Pep plans to push forward with the global service of "Dig & Roll" and the development of follow-up titles. The company also aims to expand its business by building an in-house publishing system and increasing its workforce.

Pep CEO Kang Seok said, "Based on our successful soft launch of 'Dig & Roll' in North America, we will continue to create hybrid casual games that meet the expectations of global users."

A Crit Ventures representative stated, "Just like short-form content and snack culture, the hybrid casual genre, which can be enjoyed in a short amount of time, is becoming a core part of the gaming industry. We will actively support Pep throughout its growth so that it can achieve tangible business results in the global market."