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