Korean Game Companies Bet Big on Subculture Games in 2025

Image Via NCSOFT

South Korean game developers are getting ready to release several new subculture games, responding to growing market demand. These games, once created mainly for niche audiences, have seen remarkable growth alongside the rising popularity of animation.

Subculture games feature elements inspired by Japanese popular culture, including anime-style art, fantasy worlds, and sci-fi themes. What used to be considered "sub" or alternative culture has now moved toward the mainstream, especially among younger generations born between the mid-1990s and early 2010s.

According to ChosunBiz, multiple major Korean companies are preparing new releases in this genre.

NCSOFT is working on "Breakers: Unlock the World" after investing 37 billion won (approximately $26 million) in Big Game Studio last August to secure global publishing rights. The company has already begun recruiting staff for launch and marketing efforts, while Big Game Studio plans to showcase their work at an upcoming Japanese subculture event on April 26th.

LIONHEART STUDIO is developing "Project C" (tentative title), a mobile nurturing simulation game aimed at global markets. They're targeting a release in the third quarter of this year, hoping to capture the growing audience for character-focused gaming experiences.

WEBZEN isn't falling behind, as they continue improving "Terviz" with plans to release it later this year. The game has already built some recognition through appearances at major gaming and animation events both in Korea and Japan, including G-Star, AGF, and Comic Market.

Smilegate is also entering the subculture space with "Chaos Zero Nightmare," reportedly being developed under CEO Kim Hyung-seok's direction.

The surge in subculture game development follows remarkable success stories in the genre. "Genshin Impact," released in 2020, achieved over $1 billion in global revenue within just six months of launch. This impressive performance demonstrated the financial potential of well-executed subculture games, paving the way for other hits like "Arknights," "Blue Archive," "Goddess of Victory: Nikke," and "Myungjo."

Social media has played a crucial role in spreading subculture content. Platforms like X (formerly Twitter), YouTube, and TikTok help fan-created illustrations, stories, and cosplay videos reach wider audiences quickly. This digital ecosystem supports the growth of passionate communities around subculture properties.

One significant advantage of subculture games is their revenue model based on dedicated fandoms. These games typically show higher ratios of daily active users to monthly active users compared to other genres. This translates to better revenue per user and opens opportunities for additional income through merchandise and partnerships. For example, "Genshin Impact" has collaborated with retail companies like Pizza Alvolo and Mega Coffee.

Another benefit is the lower barrier between existing and new players. Unlike competitive multiplayer online role-playing games (MMORPGs), subculture games often focus on character relationships and storytelling rather than competition. This approach creates a more welcoming environment for newcomers.

The genre also offers versatility, easily blends with various game types, including idle, strategy, defense, nurturing, and RPG mechanics.

With careful development and preparation underway across multiple studios, Korean game companies appear well-positioned to capitalize on the growing subculture gaming trend. As these titles launch throughout 2025, they may establish themselves as significant revenue sources in an increasingly competitive global gaming landscape.