From Fringe to Mainstream... Subculture Game 'Bi-sang'

[Asia Economy Reporters Kang Nahum and Lee Seungjin] Games from the subculture genre, once considered the exclusive domain of certain enthusiasts nicknamed 'Odeokhu' and played only in private due to social pressure in crowded places like subways and buses, are now emerging one by one in the top ranks of mobile game revenue charts, becoming a new trend.

On the 18th, Kakao Games' Uma Musume Pretty Derby surpassed 1 million cumulative downloads and continues to see a steady increase in users. This game, which gained popularity in Japan before being launched domestically, is a育成 simulation game where players raise girl characters who represent real-life racehorses. Although the game features many beautiful girl characters, it has gained great popularity by focusing on implementing the core 'horse racing' system.

What is notable about the success of Uma Musume is that it belongs to the subculture genre. Originally, subculture referred to niche content consumed by a minority within the cultural industry, but in the gaming industry, it has come to mean collection-type games centered on 2D characters such as bishoujo (beautiful girls) and bishounen (beautiful boys). While large game companies had avoided this genre due to its strong association with niche enthusiasts, the atmosphere has recently changed.

Nexon is currently servicing Blue Archive. Players select from over 30 beautiful girl characters through a gacha system and engage in battles. The game's main goal is not combat or story but collecting and育成 of various characters. After its release in November last year, Blue Archive ranked first in popularity on domestic Google Play, Apple App Store, and One Store, and notably achieved second highest revenue on the Apple App Store and first on One Store.

According to last month's integrated game revenue rankings compiled by Mobile Index, five subculture games including Uma Musume and Blue Archive are positioned within the top 25.

The strong performance of subculture games is mainly attributed to growing fatigue with the traditional MMORPG-focused game market. Development costs are relatively low, and updating game content is easy by introducing additional characters. Furthermore, fandoms formed around characters contribute to high rates of game expansion and merchandise sales.

An industry insider said, "Users tired of similar MMORPG concepts seem to be seeking uniquely conceptual games that can be enjoyed simply in a short time," adding, "For each game company, differentiated strategies with new concepts have become important."

This content was produced with the assistance of AI translation services.