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Hit the South America with good targeting’
Practical items considering an income level. Confidence to break Brazil, Argentina ground!
Rakion serviced by Softnyx is not very popular in Korea but in abroad. Rakion has English service and Spanish service. Especially in Peru and Venezuela over 20,000 users has been playing constantly. In Peru, Rakion and Gunbound account for over 20% of the total rate.
The rest 80% of the games are masterpieces such as “World Of War craft” and “War craft3” and so on. This kind of result in South America where online game is not much popular is very encouraging as such a small game developer. Target Marketing was really effective in untapped South America.
Any event such as offline promotion has never been done by Softnyx because of the long distance between two countries. However they are doing regular update as well as event which is fit for local culture. When holding an event, they always consider the low income level. So they sell discounted items and package products rather than luxury items to make more profit in South America. Also they have successfully gathered the users as holding an event for local special days such as Halloween, Easter, Christmas and Independence Day.
When Softnyx started to settle in untapped South American market, there are so many difficulties. Especially they are suffering from low network infra in there as well as looking for the business partner and setting payment system. But now all are going well.
It is true that now Softnyx appears to be stabilizing in South America due to target marketing. However Softnyx still considers making the company grow in there. Even though game infra has been getting well, user system still lags behind and people have little understanding of commercial service. On the other hand, South America has boundless potentialities. That’s way Softnyx still take a consideration on moving targeting market to Peru and Venezuela rather than instant marketing way.
One of the reasons why Softnyx successfully settled in South America is that they tried to familiarize users to Softnyx, brand name first but game contents. Softnyx considered South America market as persistently opened up.
Softnyx aims at Brazil and Argentina market based on Peru and Venezuela market in which they have already made success on it. Also, northern American Hispanic market and Mexico market is planning too. They plan to expend Spanish global server and also, harden the southern American markets and Brazil with connection-herb type system. They have found new ‘Blue Ocean’ instead of saturated markets in Korea and their marketing is successfully making results.
skkim@thegames.co.kr
| Jung Jin Ho ‘Rakion’ Product Manager |
“communication with user is most important!”
Focusing with Small risk and big effect
Jinho Jung, Product Manager of Rakion service always tries to make localization marketing in Peru and Venezuela.
He plans to make new name value for ‘Softnyx’ games to other southern American countries for future.
- What can be the best reason for success?
▲ Of course it is localization. We always try to make familiar service to users. So we constantly checking user complain or problems with our branch office staff and try to feed back users requirements as soon as possible. All Softnyx staffs are working with passion and effort even after his working time is ended.
I guess this passion of our companion made success of Softnyx.
- What is focus in your marketing?
▲ Instead of wide global marketing, we concentrated in certain countries to get best efficient.
American countries are too far from here to running off-line events with Softnyx, but we tried to support best service in game play to overcome those problems. Also for Southern American countries, we consider market situation and planned item and events that many functions are append on it.
- What is your marketing view?
▲ My marketing view is only one. ‘Small risk with best effect’
Softnyx is not a major company to invest millions of advertisement cost. So, we always select business plans as I informed. I guess we have successful strategy and it will continue for the future marketing in Southern American countries. I consider continuous marketing rather than moment period marketing in southern American country.
- What can be next plan?
▲ I guess we need to more strengthen southern American service. I hope to challenge southern markets in advance. So, we will tries to update contents constantly and also we got a plan to channeling service with famous web game sites in next year.
original article
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