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No Game for Young Men

20

GG Vol. 

24. 10. 10.

https://www.gamegeneration.or.kr/article/64ec6d72-3c26-4dc7-b6bc-91c99e7c0b02


Unfortunately, I am not one of the “young men” nor do I have kids—yet. So I felt a bit uneasy when the Game Generation (GG) editorial team first asked me to write about recent trends in the game industry with a focus on children's gameplay.


My initial response to the team was, “How about finding a new writer who’s a parent, someone who has kids?" I tried to politely decline the offer. However, the editor-in-chief replied, “Wouldn’t it be more objective to discuss this issue from the perspective of someone without kids?” And there I was, realizing not only how excited we were about this topic but also how cleverly they had lured me into it.


Well, at least I was once a child myself. I belong to the South Korean generation that was once called the “PC-bang Zerglings,” named after a unit in the Starcraft (Blizzard, 1998) game series. It was the mid-2000s, a time when Kart Rider (Nexon, 2004) was seen as a nationwide kids' phenomenon in South Korea. Every Saturday, I would rush to the PC-bang with my classmates. I’ll probably never forget the experience of eagerly pressing the "Shift" key (for drifting in Kart Rider) amidst the haze of acrid cigarette smoke (FYI, smoking was still allowed in those places back then).Online games like Lineage (NCsoft, 1998) and Mu (Webzen, 2001) were widely popular among adult players in Korean PC-bangs at that time. There were also several games that kids could play, such as Maple Story (Nexon, 2003), QPlay (also known as Quiz Quiz) (Nexon, 1999), and Mabinogi (Nexon, 2004). Of course, some kids were eager to move past their childhood and went straight to playing FPS games or more 'adult-like' MMORPGs. However, there was always one game that every kid knew how to play: the legendary Kart Rider.

 



* Kart Rider was truly a nationwide form of entertainment enjoyed by people of all ages in South Korea. At the heart of this phenomenon were the young players.


Kart Rider was incredibly popular in Korea at the time. The magazine “Cine 21”, a highly regarded publication that covers a wide range of cultural sectors like films and media, once referred to the game as “Kookmin” (meaning “national” or “of the people”) due to its widespread acceptance among the Korean public [1]. The magazine attributed the game’s popularity to its "child-like play experience", highlighting its simple gameplay mechanics and charming cartoon-style characters that stood out from previous racing games.


While some critics pointed out similarities between Kart Rider and Nintendo’s Mario Kart series, this controversy did not concern its players, especially the young kids already enjoying the game—myself included. Kart Rider marked a pivotal moment in Nexon’s history, peaking at 200,000 concurrent players (in a country of 50 million people), dominating the PC-bang market, and reaching 10 million registered accounts in 2005, within just a year of its release. In 2023, after 18 years of service, Kart Rider was replaced by its sequel, Kart Rider: Drift, though the reception to this successor has been mixed and is still unable to surpass the legacy of its predecessor.


Jung-ju “Jay” Kim, the founder of Nexon, once remarked, “It is amazing to see how children and their parents willingly spend their own money and wait in long lines in queue to enjoy Disney content”, adding, “They do so happily of their own will, without being forced or being lured” [2]. This reflected Nexon's approach to its young players in the 2000s: to create games that would naturally attract kids (and their parents), encouraging them to engage and enjoy happily at their own will. This philosophy is evident in many of Nexon’s early 2000s game portfolios, with Kart Rider at the forefront. Another major success that followed was Maple Story, although I won’t delve into the game’s ups and downs over the years, like recent controversies around Maple Story’s heavy and toxic micro-transactions. Interestingly and ironically, Nexon is currently researching and developing a blockchain version of Maple Story [3].


There was a time when the world felt simpler, and Koreans shared similar experiences nationwide. The label “Kookmin (people of the nation)” was frequently attached to various phenomena in the 2000s—Kookmin actors for acclaimed actors, Kookmin popular dishes for widely-enjoyed new menus, and famous Kookmin songs that everyone listens to together. The game Kart Rider was indeed among these “Kookmin” icons. However, two decades later, in the 2020s, the world has become more diversified, complex, and arguably more fragmented. People no longer gravitate toward a single cultural trend; instead, the ability to recognize and embrace individual preferences has become more important. Henceforth, the era of “Kookmin” is over. For example, my grandmother wouldn’t know Pani Bottle or JB Kwak, some of the most famous YouTubers among South Korean Gen Z. Similarly, Gen Z has little interest in her favourite trot music shows, a genre that is popular among Korean boomers. With that in mind, here’s a quiz for our adult Korean readers: Have you heard of “Sibling War (also known as “hhnm”)? This YouTuber, with over 2.8 million subscribers, is overwhelmingly popular with South Korean kids, particularly those in elementary school.


As such, mass media is no longer what it once was. There is no longer a singular, large-scale media that is embraced by all generations. In the past, Koreans would rush home to watch the same K-drama on TV and eagerly discuss the plot with friends and colleagues the next morning. Those days are now a thing of the past. It has become increasingly difficult to know what kinds of content different segments of society, particularly children, are consuming. Combined with the country’s historically low birth rate (Korea has the lowest birth rate among OECD countries, with 0.7 births per woman in 2023), Korea is becoming a less appealing place for young people as their population rapidly declines. It is now harder for adults to meet, interact with, and understand the younger generation. Unless you have children, it’s nearly impossible to know what Korean kids are enjoying or demanding these days.


Fortunately for me, I have a nephew. So I decided to "interview" him to find out what content kids are currently into. Soon after I started the conversation, we quickly realized we had one topic in common; the legendary Pokémon series. With my excitement, my nephew said, “Yes, I also know the 1st generation Pokémon!” But the conversation didn’t last long. It soon became clear that, aside from Pokémon, we didn’t share many common media experiences. Readers might want to try this with their younger relatives and see how many things they have in common. But be prepared for responses like, “Who watches The Haunted House (2016) these days?” or “Nah, Pororo the Little Penguin (2003) is for babies!” (Even if your nephew might still look like a baby to you.) And neither of these are digital games.


If we take a look at games, there are even fewer games to talk about with children these days. One reliable source on this trend is the "Comprehensive Report on Children and Adolescents’ Game Usage" published by the Korea Creative Content Agency in 2023. The study found that 65.2% of children and adolescents in Korea play some form of smartphone game. Popular titles include sandbox games like Minecraft and Roblox (23.7%), followed by first-person or third-person shooting games (23.5%) such as Brawl Stars, Valorant, and Sudden Attack [4].

Game genre

(%)

RPGs (e.g., Cookie Run: Kingdom, Dungeon Fighter Online, Maple Story, World of Warcraft, Blade & Soul, Mabinogi, etc)

8.9

AOS games (e.g., League of Legends, Arena of Valor, Dota, etc)

9.2

FPS/TPS games (e.g., Brawl Stars, Sudden Attack, PUBG, Overwatch, Valorant, etc)

23.5

RTS games (e.g., Clash of Clans, Clash Royale, Starcraft, etc)

2.6

Sports games (e.g., FIFA, Director Manru, Magumagu, FreeStyle Street Basketball 2, etc)

10.5

Casual games (e.g., Candy Crush Saga, Friends Pop, etc)

3.8

Sandbox games (e.g., Minecraft, Roblox, etc)

23.

Others (e.g., web games, board games, racing games, arcade games) (e.g., Kart Rider, TalesRunner, Crazy Arcades, Animal Crossing: New Horizons, Modoo Marble, Super Star, etc)

17.8%

* Games that are most enjoyed by children and adolescents in Korea (source: Korea Creative Content Agency, 2023)

 

Sandbox games are those where players can freely create their own worlds and experiences, much like playing in a sandbox. Roblox, for example, is a platform accessed by over 150 million children globally each month. Essentially, it’s difficult to know what's trending in the virtual world of Roblox without logging in and observing or participating, like how you wouldn’t know what’s trending on YouTube without understanding how the platform functions.


These days, children are exposed to a wide range of games within the Roblox platform and the Roblox world itself is regarded as a virtual gaming experience. According to my nephew's keen analysis, one of the most popular games on the Roblox platform right now is “Adopt Me!” However, he says there are “too many (naïve) kids” in the game, so he recently switched to another Roblox game called “Murder”, where the players reportedly behave a bit better. Overhearing our conversation, my nephew’s guardian expressed concern about the violence in “Murder” and immediately suggested banning him from playing—and seeking my support. But to secure the continuous access of knowledge from my informant, I responded, “Nah, he will be fine”.


It’s also interesting to see that Sudden Attack (Nexon, 2005) is still listed as one of the games enjoyed by minors today. Perhaps that is because this new generation no longer gets game-related information from TV or magazines as we did in the past. Instead, minors in South Korea seem to discover games by watching game streamers and influencers that they follow. Recent studies have also found that these young players tend to enjoy games in a relatively reactive manner. For instance, they start playing the game when it becomes a common topic of interest within their social circle, like school friends. Coming from that context, it appears Sudden Attack’s old-style polygon graphics, as the game was released nearly two decades ago in 2005, doesn’t seem to bother young Korean players at all—as they value social experience through the game, and thus, as long as the game is enjoyable with their peers.


My nephew (currently my only source of information) is too young to play Sudden Attack, as the game is rated 15+. But it was clear that he wasn’t interested in playing the game anyway because no one in his immediate schoolmates was playing the game (or even allowed to play it). Then it’s not worth the effort to go through the hassle of getting parental consent, installing and playing the game when there’s no social benefit thereof. Come to think of it, I think accessing the game by fake-using our parent’s ID was much easier back then in the 2000s before the time of two-factor authentication—I’ve been there, done that.


According to Gallup Korea Research Group, 44% of males and 13% of females in their teens listed “gaming” as their favourite hobby [5]. This evidently indicates that gaming still remains a popular leisure activity among the younger generation. However, it’s unfortunate that fewer and fewer new games are being released in Korea targeting the younger audience. If we refer back to the 2023 Korea Creative Content Agency report, the only Korean game title on the list is Cookie Run: Kingdom (Devsisters, 2021), and that’s already three years old. It seems the Korean game industry no longer finds interest in making games for children with the decline in Korea’s birth rate and the overall number of younger population. Perhaps it’s no longer a profitable business. I can already see that it’s probably easier to pitch your game business to shareholders by saying, "We’re making games for adults in their 40s with disposable income" than saying that you’re interested in making games for teenagers.


There was a time when games were considered childish—something that only youngsters would enjoy. Back then, kids would gather at arcades and PC-bangs. Now, it’s far less common to see young people in those places perhaps due to the declining number of children or the decline of arcades and PC-bangs. Or, it’s perhaps both.

Let’s take a look at mobile games. In the Korean Apple App Store, the top five game apps in the “Kids” section are: YouTube Kids in first place, followed by the colouring game Quiber in second, the sandbox game Toca Boca World in third, Band Kids in fourth, and i-Nara in fifth. To me, only Quiber and Toca Boca World can really be considered “games,” while the others are more like social media or e-learning apps.

 

YouTube Kids is also ranked first in Google Play’s kids’ section. Notably, both major mobile app platforms in Korea are dominated by apps focused on providing wholesome, educational content for minors. It’s interesting that Roblox, arguably the most popular game among children, isn’t on the list. It is directly provided by its developer, Roblox Corporation, and it is filled with games made by young creators.


This makes me wonder: Is this a country where games for children can and will continue to exist? Will we ever see new games targeting younger players emerge in Korea again?


* App Store’s “Kid” section, retrieved on May 31st 2024. There are hardly any games on the list.

 




[1] Sang-woo Park,  「How the Kart Rider became a “kookmin” game 」<카트라이더>는 어떻게 국민 게임이 되었나)」, Cine21, 2005.09.16.

[2] Jae-hoon Kim, Ki-joo Shin, 「PLAY: Gamer kids who became the founders of global game corporation – the story of Nexon (플레이: 게임 키드들이 모여 글로벌 기업을 만들기까지, 넥슨 사람들 이야기)」, 민음사, 2015.12.7.

[3] Jae-seok Kim, 「Nexon is dreaming of Blockchain-based Maple Story (넥슨이 그리는 블록체인 메이플스토리의 꿈)」, Thisisgame.com, 2024.03.23.

[4] 「Comprehensive Report on Children and Adolescents’ Game Usage 2023 (2023 아동청소년 게임행동 종합 실태조사)」, Korea Creative Contents Agency, 2024.03.05.

[5] 「50 things that Koreans enjoy – cultural sector (한국인이 좋아하는 50가지 [문화편])」, Gallup Korea Research Group, 2024.05.22. 

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(Doctoral researcher at Aalto University, Finland)

Born and raised in Korea and now in Finland, Solip’s current research interest focused on immigrant and expatriates in the video game industry and game development cultures around the world. She is also the author and artist of "Game Expats Story" comic series. www.parksolip.com

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