South Korea consumer journey and competitor benchmarking for Ubisoft

Ubisoft South Korea market research

Client profile

Ubisoft is a French video game company present in 18 countries around the world, making it one of the largest video game publishers. 


The main objective of the project was to enhance the client’s store performance in South Korea.

Research process & methodology

As the project was multi-dimensional, to understand consumers and competitors simultaneously, we used a variety of market research methods detailed in the three steps below:

  • Step 1: A macro overview of the South Korean market
  • Step 2: Competitor benchmarking
  • Step 3: Consumer journey deep dive

The first step was to gain a general understanding of the gaming online environment and ecosystem in South Korea. This meant using Korea-centered databases to understand the main players of Korean search engines, e-commerce platforms, social media platforms and online game developers, app stores, and more. These insights serve as a foundation for understanding the online gaming ecosystem for our competitor benchmarking

We conducted a deep dive into the top key competitors in South Korea’s gaming market. Cross-comparing the following data points, we identified the must-have strategies for our actionable recommendations to the client. 

  • Profiling online stores and platforms, such as understanding their navigation, check-out, and payment page. 
  • Analyzing the marketing and communication strategies used for customer acquisition. Including their SEO/SEM strategies and social media strategies. 

The main objective is to understand the Korean gamer’s consumer journey, including touch-points and preferences throughout their entire online experience. We collected this information through focus groups with regular PC gamers in South Korea. 

Some of the aspects we investigated were:

  • The acceptance level of Western E-commerce platforms without localized user experience
  • Game comparison and evaluation process
  • Influence and importance of the marketplace
  • Nice-to-have, must-have, pain points of marketplaces
  • Impact of loyalty programs, reasons to come back


We presented our findings to the client in a market report. This included actionable recommendations based on winning strategies we have observed among competitors, a summary of the South Korean gamer’s consumer journey, and recommendations on localizing the user experience and user interface to the Korean market.