"Mabinogi Mobile" Aims to Become a Game Enjoyed by All Generations... Global Launch Planned for Next Year

"Building a Healthy Gaming Ecosystem Through Cooperative and Coexistent Content"
No.1 Usage Rate Among Teens and Twenties... Hailed as the 'Next-Generation MapleStory'

"Mabinogi Mobile" has grown to become one of Nexon's flagship intellectual properties (IP) just seven months after its launch. Unlike traditional massively multiplayer online role-playing games (MMORPGs), it offers entertainment through content focused on cooperation and coexistence rather than competition, earning it the reputation of being the "next-generation MapleStory." Nexon not only plans to expand its user base to include those in their 50s and 60s, but also aims to launch the game globally next year.

Kang Mincheol, Head of Business at Nexon (left), and Lee Jinhoon, Director of Devcat, are posing for a commemorative photo during a joint interview for "Mabinogi Mobile" held on the 20th at KT&G Sangsang Planet in Seongsu-dong, Seoul. Photo by Noh Kyungjo

Kang Mincheol, Head of Business at Nexon, stated during a joint interview for "Mabinogi Mobile" held on the 20th at KT&G Sangsang Planet in Seongsu-dong, Seoul, "'Mabinogi Mobile' has filled a previously empty slot in Nexon's portfolio. We expect that the aspects resonating with domestic users will also appeal to users overseas."

Developed by Nexon's subsidiary Devcat and serviced by Nexon, "Mabinogi Mobile" ranked first in monthly active users (MAU) for the mobile role-playing game (RPG) genre last month. It also recently topped the sales rankings on both Google Play Store and Apple App Store. Notably, the high proportion of users in their teens and twenties, who are considered the core user base for the future, drew particular attention.

Kang emphasized, "According to Mobile Index, 'Mabinogi Mobile' recorded 150,000 MAU among teenagers and 330,000 among those in their twenties last month, ranking first in usage among the 10s and 20s age group (73.1%) in the MMORPG genre. This not only demonstrates the game's competitiveness as a genre leader but also proves it has become a key driver for Nexon's long-term growth."

The game's success is attributed to its content centered on the values of cooperation and coexistence, as well as the implementation of an optional payment model for growth. Kang explained, "By providing a healthy gaming ecosystem to users weary of excessive competition and aggressive monetization, the game has set a new direction and proven both its gameplay quality and commercial appeal."

The first pop-up exhibition of "Mabinogi Mobile" currently underway at Beacon Studio in Seongsu-dong, Seoul. Photo by Noh Kyungjo

Nexon stated that it will strive to make "Mabinogi Mobile" a game loved not only by users in their teens and twenties, but also by those in their 30s, 40s, 50s, and 60s. While marketing exposure is important, the company believes that if a comfortable gaming environment for teenagers is maintained, the parent generation will also take an interest.

Lee Jinhoon, Director of Devcat, said, "If we continue to develop the game so that parents and children can enjoy it together and communicate, we can sufficiently broaden our user base. Even now, we see many families playing together. We targeted development so that people of all ages and genders can enjoy the game comfortably, and it is rewarding to see this working effectively."

He also expressed confidence in the global launch. Lee stated, "Since the game was developed with a global audience in mind from the beginning, we expect the payment system to work well overseas. We are considering what mechanisms can be used to create synergy by building a universe with Mabinogi (PC)." Nexon is preparing to expand the service to various global regions starting next year.

Kang added, "We will clarify later whether the global service will be provided through publishing or via our own subsidiaries. We believe that 'Mabinogi Mobile' is an emotionally resonant game capable of generating upside in any region, so rather than focusing on a single area, we will make a sincere effort to enter all regions."

Meanwhile, as a token of appreciation to "Mabinogi Mobile" users, Nexon has opened its first offline pop-up exhibition, "Adventurer's Record," in Seongsu-dong. The exhibition features user-submitted in-game screenshots organized by theme. The event runs until the 30th of this month.

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