Companies Face Skepticism Despite Industry Efforts

Courtesy of Com2us

Hybe and SM Entertainment have disclosed their intentions to launch new game content utilizing the intellectual property (IP) of K-pop bands this year, though doubts persist regarding the potential success of these ventures.

SM Entertainment revealed last month its collaboration with Kakao Games to develop a mobile phone game tentatively titled “SM Game Station,” slated for release in the second half of the year. Additionally, local game developer Com2us is set to release a new phone game called “BTS Cooking On: TinyTAN Restaurant” in June.
 

▲ An upcoming mobile game "BTS Cooking On: TinyTAN Restaurant" / Courtesy of Com2us

However, industry insiders and game users, primarily K-pop fans, express cautious optimism about these projects.

Kim Ji-man, a 34-year-old BTS fan, criticized previous attempts, stating, “I feel like entertainment companies and game developers are only focused on making money by using fans.”

Professor Lee Jong-im of Seoul National University of Science & Technology pointed out the need for improvement in game content, stating that current concepts are often banal and fail to meet players’ needs. 

▲ A mobile puzzle game "BTS Island: In The SEOM" / Courtesy of HybeHan Ji-hoon, senior vice president of Com2us, emphasized the importance of creating games that fans can genuinely enjoy, rather than relying solely on the appeal of a K-pop band's IP.

Despite efforts to diversify business portfolios, profitability remains a concern. Hybe's game subsidiary, Hybe IM, faced challenges with the mobile puzzle game “BTS Island: In The SEOM,” which experienced declining user numbers. In 2023, the company reported a revenue of 30.89 billion won, down 14.9 percent year-on-year, with an operating loss of 19.7 billion won over the same period.

Sayart 

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