Kakao has leveraged their insanely popular mobile group messaging app, Kakao Talk, to launch a social gaming network called Game Center in Korea. This is similar to Tencent’s strategy of using their Chinese instant messaging network, QQ, to drive traffic to f2p PC games. Yet in the West, Apple’s iMessage seems to have killed off most group messaging startups, and the only one to pursue a gaming strategy released a tower defense game based on Shannon Tweed. No, really.
Kakao has successfully commissioned established game developers to produce high quality games for Game Center. The slickly produced Match-3 game, Anipang, recently rose to the top of the Korean App Store due to its use of Kakao Talk as a viral messaging channel. (It’s also available for Android) Encouraging users to message friends in order to get extra plays, Anipang uses social news update notifications similar to the early days of Facebook games to drive reach. Korean friends of mine have deleted the app from their iPhones to avoid the onslaught of game messages–reminiscent of the bad old days of “Lost Sheep” Farmville spam. Regardless, Kakao has mined a passionate and highly monetizable social network of gamers from Kakao Talk.
With over 55 million users, Kakao may eclipse the size of DeNA’s Mobage platform. It remains to be seen what their plans for the US are. Although Game Center will probably have to be renamed before it launches in the West. I hear Apple can be quite litigious when it comes to their intellectual property.
Come to my session next week at Austin GDC
By the way…On Wednesday, October 10th at 5:35 PM at Austin GDC come see my talk on cross-platform Unity3D mobile games development. Hey, it’s only 25 minutes long. How bad can it be?