- A Pioneer in the global market … Targeting the Middle East followed by South America

It is not easy to run online game developer in Korea. Most of the game developer got financial problems if they do not have popular games to earn a fixed income or they have investment for billion dollars. But there is the company which had overcome with it. ‘Softnyx’ is the ‘hero’ that created ‘Gunbound’, ’Rakion’, ’Wolfteam’. Also, Softnyx is more famous company in Southern America even its Korean company. ‘Gunbound’ had been Southern America’s most popular games long ago and ‘Rakion’ the next line up game also had a big hit. We have discovered how “Softnyx” can become the world global game company, even though there are no Hit games in Korean markets.

▲ Seoul office

Softnyx has established and developed games since April 2001. During first 2 years, Softnyx got high sales with mobile game. They made contract with Nexon and CCR ‘mobile B&B’,’mobile Fortress’ and made 1million download records with it. This can be memorial record because famous mobile company ‘Com2us’ did not made those popular games until now.

[Aggressive global market development]
From 2002, Softnyx developed online shooting game ‘Gunbound’ and selected Nexon for Korea publisher. But there was lawsuit between CCR, the developer of ‘Fortress2’ with a critical moments. ‘Gunbound’ did not service normally and also there was no particular sales to reach financial problems. But, one small idea has changed whole company. During 2003, one of oversea fan-site of ‘Gunbound’ provided business inspiration. Softnyx selected English service instead of termination of Korean service. They rushed to translate all languages and started service in 2003. There was no special advertisement for it but 200 users CCU had recorded. Those 200 users became key of the success and it has grown up until 30,000 CCU on end of 2003. Also, there was no commercialized plan for ‘Gunbound’ but users in abroad got sensational emotion for those ‘free play.’ ‘Free play’ online games are familiar to Korean users but foreign users did not have any experience with those types of games.

▲Game Competition

Softnyx started to analysis the user. They have found half of the users were logging-in from southern countries. Softnyx had selected to visit user. They decided to start ‘Spanish service’. First Spanish service started in 2004 and English service CCU had decreased 15,000~ 20,000. But Sothern America service increased CCU 60,000 user and became the most popular games.

▲Game Competition

[Success in southern America with branch office]
It is glad for softnyx that their games are popular to user. But there was trouble to make sales and create profit with it. Sothern American users had too strong resistance for commercialization.

But one more problem has appeared. There was no cash approval method different to Korean system such as mobile phone charge or account transfer. First Softnyx made prepaid card and sent local distributors and they spread them to markets to reach to customers. Finally, Softnyx commercialization had success with prepaid card distribution. It has changed southern American gamers that online games need to Now Southern American users understand without resistance that most of Korean online games start free-service and after it changes to commercialized games.

▲Game Competition

Softnyx increases their value without a stopping in Southern America and they decided to open branch office in Peru. The biggest market in Southern American country is Brazil. But instead of Brazil, they selected Peru because most of users were located in there. They started with 7 people but now it has grown to 20 people. Only 1 employee has dispatched in Korean and other employees are organized with the natives.

Softnyx says we still do not satisfied because compare to market size there will be more percentages to improve sales. Also, they plan to develop Southern Asian country for next target.

▲ Game.Rakion

▲ Game.Gunbound

▲ Game.Wolfteam

[Fast decision made the success in business
Now everyone knows ‘Softnyx’ in Southern American country. For example business meeting with those country they need to skip their introductions. In Peru, Softnyx game ‘Gunbound’ is often used in PC room banner or displayed and recognized as online game symbol. Also, customers are able to see copyright in PC shops ‘This PC is able to run Gunboound’ as well.

What can be the reason that Softnyx’s improvement? By Softnyx own estimation, drastic decision made the success. When the staff suggests something, managements always give power to them to make it success if it does not take too much risk.

But there is also cruel part. When it does not have business benefits they ruthlessly drop the projects. For example management decided termination of ‘Gunbound’ and ‘Rakion’ service in Korea because it was low percentages for success. Also Softnyx had many hard times, but they do not fear to bet for new business and make fast decision to reduce problems.

▲ Game competition

Recently Softnyx try to become No.1 portal in Southern America. Already they have registered user and traffic that compare to other online games but they try to move forward to open ‘portal’ service. They launched ‘Bingo’ online game and FPS game ‘Wolfteam’ also got good reaction to users. Softnyx plans to add 2 new games with own development and also checking other games to become publisher for their portal sites. They plan to challenge Southern American markets with various plans.

▲Softnyx South America branch office staff

[mini interview] “Searching for various games to provide our 2 million users”

What is the reason that Softnyx have popularity in global markets? We have many experiences to support global users and we do not fear to fail and always challenge new strategy. It is our most powerful methods to challenge global world markets.