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Aihoshi: Importing The Korean Portal

Posted Aug 31, 2009 by Dana Massey

Aihoshi: Importing The Korean Portal

Korean games tend to be organized into portals, where multiple games are available under one banner. North American games are not. This week, Richard Aihoshi examines how this trend has been translated West.

Richard Aihoshi

While looking at Korean market over the dozen or so years, one of the consistent and interesting differences I've seen is the greater significance of the major game portals, which sit far higher in that country's overall internet traffic rankings. The "big five" group of publishers holds the lion's share. Of these, the most familiar in the west are NCsoft and Nexon, while the others are Neowiz, NHN and CJ Internet.

According to Jinseop So, Head of Global Service for CJ Internet, this elevated degree of popularity isn't due to Koreans playing more games, but because the portals are designed cater to a broader audience. Unlike their North American counterparts such as Pogo and Miniclip, they aim to attract users of all ages and both genders, including the full range from casual to hardcore. So, when his company announced it was launching a global version of its site, Netmarble, I was curious to see what direction it will take.

Read it all here.

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