GS25 Partners with Legendary Mobile Game 'Minigame Cheonguk' to Target Jalpa Generation

GS25 announced on the 1st that it will hold a collaboration event to celebrate the global launch of Com2uS's mobile game ‘Mini Game Heaven’.

‘Mini Game Heaven’ is a game series released in a total of five installments from 2005 to 2015, with a cumulative 19 million downloads. The new release features a total of 13 mini-games, including original popular games such as ‘Ttureo Ttureo’ and ‘Ppuryeo Ppuryeo,’ as well as newly developed games tailored to the latest trends. Players can also enjoy 53 types of characters and 460 types of costumes. It recently ranked number one in popularity on both major app markets within just four days of release.

Mini Game Heaven collaboration products sold at GS25: Crispy Ham and Cheese Sandwich, Egg-filled Sandwich, Bacon Tuna Mayo Triangle Kimbap.
[Photo by GS Retail]

The reason GS25 continues to collaborate with game companies is the ‘Jalpa Generation’ (a newly coined term combining Generation Z and Generation Alpha), which is the core customer base now and in the future. As ‘Digital Natives’ familiar with mobile devices and valuing cost-effectiveness and fun, the Jalpa Generation is effectively engaged through game content.

The GS25 and Mini Game Heaven collaboration event will run throughout August. First, GS25 convenience stores nationwide will offer collaboration products such as ‘Bacon Tuna Mayo Triangle Kimbap’ and ‘Crispy Ham Cheese Sandwich.’ These products come with scratch coupons that can be used in the game, allowing players to obtain three types of Samgimi costumes and up to 900 gems.

A stamp event will be held on the GS25 mobile app ‘Our Neighborhood GS.’ Customers who purchase event products and collect stamps will be entered into a draw to win generous prizes such as iPads, AirPods Pro, hotel bingsu vouchers, GS25 mobile gift certificates, and Mini Game Heaven items.

Within ‘Mini Game Heaven,’ a team battle called ‘GS25 Favorite Snack Battle’ will take place. By selecting ‘Team Battle’ on the game’s main screen and choosing a favorite snack team, players can enjoy one of five mini-games?△ Neomeo Neomeo △ Dora Dora △ Nopi Nopi △ Binggeul Binggeul △ Mikkeul Mikkeul?with GS25-themed backgrounds (map skins). All participants will receive GS25’s triangle kimbap character ‘Samgimi,’ and by completing various missions in the game, they can earn gems, entry tickets, costumes, and other items.

Lee Eun-jin, Manager of GS Retail’s Platform Marketing Team, explained, “While the main customer base of GS25 currently is people in their 30s who have grown up with convenience stores, for the 10s and 20s Jalpa Generation, convenience stores serve as playgrounds to hang out with friends.” She added, “We will continue to strive to provide new experiences and enjoyment through various character products and game collaboration events.”

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