Celebrities are no longer mere models for game promotion. Rather, they have been created into actual game characters that run through the game. Korea’s Asian pop star “Rain” had been first to be embedded as a character in the popular FPS game “Sudden Attack,” in December 2008. Rain’s game character has reaped about $210 million in sales, which projected the beginning of a new trend in the gaming industry. Following up, popular Korean boy group “Big Bang,” which includes five characters, did even better with $280 million in sales within 9 months of character release in Sudden Attack. Girl group “2NE1” also in Sudden Attack, had $210 million in sales like Rain, but actually scored the highest monthly sales. The upcoming next celebrity character on Sudden Attack has been decided as Hollywood model Jessica Gomez.

Left Korean Asia Pop star ‘Rain’, Right Hollywood star ‘Jessica Gomez’

The transformation of celebrities from simply being models into actual characters in the game itself has given gamers a new surreal attraction, and also created a new trend amongst gamers and the gaming industry. Furthermore, the game companies have positive outlook with this new marketing step, which they expect will further permeate along with the Korean wave (popularity of Korean culture in Asia) in Southeast Asia, Japan and China. Much can be expected with this new marketing model, perhaps even a new wave of gamers. I am sure lots of gamers will be eager to have a chance to play as Scarlett Johansson or Jessica Alba next on Sudden Attack. 

Last year CJ Internet, Korean online game publisher and developer, launched a new style of MMORPG, “PRIUS Online“, with its catchphrase of “It’s the first emotional fantasy MMORPG in my life.” Five months after it was open to the public its export contract volumes are now reaching to tens of millions of dollars, which are seen quite impressive.

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“PRIUS Online” is a MMORPG that distinguishes itself from other MMORPGs by its emphasis on fantasy and emotional factors within a play. Seeking to find ways to embed the factors in the game CJGS, CJ Internet Game studio, created 3C(Character) system where a gamer has his/her own character, a little girl “Anima” who is a soulmate as well as an assistance, and a large Gigas summoner.

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.Among the characters “Anima” plays the biggest role in making the game reflected in its concept of emotional fantasy. She is not just a pet gamers used to have when playing other MMORPGs. “Anima” has lots of potential abilities gamers should harness in order to win the game, but whether gamers can use it or not depends on their treatments on her. It’s because the degree of intimacy gamers exchange with her will decide the types of her abilities. In doing so the character “Anima” has gamers feel like playing a upbringing simulation game such as “Princess Maker” while actually playing a MMORPG.

I think it is obvious that CJ Internet’s “PRIUS Online” has come to market with a fairly fresh concept, and it has been making a success especially in exporting. But, gamers’ responses to the game varies considerably. So, it might be better for you to try the game before judging whether the game is well made or not.

Several days ago, I have posted how EA is exploiting Korean Online Game’s competitiveness by partnering with major Korean Game Developers. One good example is EA’s collaboration with NeoWiz on its flagship product FIFA.

Today EA has released interesting news regarding on this Move. EA Korea has acquired another Korean Game Developer called J2M(www.j2m.co.kr) which has produced popular game products such as RayCity (Driving Game) and Debut (Online Dancing Game). J2M, founded in 2004, is regarded by industry experts as one of the companies which have both game developing capability and service delivery Knowhow. EA, which has been motivated by the success of its first collaboration effort in FIFA Online, is actively continuing to monitor Korean market for the quest of discovering the next growth platform.