Devsisters Targets Global Market With Passion, Creativity
By Kim Sue-young
Staff Reporter
Korea is, arguably, the last IT powerhouse to introduce the world sensation iPhone after allowing the smartphone to land on its market just last month.
But Devsisters, a game developer in Seoul, turned its eyes to games and applications for the Apple-made device even before the iPhone arrived here.
Devsisters apps are gaining popularity around the world for its various color palette, witty content and, most of all, bold attempts to combine its skills with new types of media including Webtoons, a series of comics on the Internet.
Lee Ji-hoon, co-founder and CEO of the company, took a chance on the massive change in content distribution and started development by first jumping into the less-known but very competitive iPhone/iPod Touch content-creating industry.
``PC-online games were at the center of attention for about 10 years, but now we're witnessing a massive change in how entertainment content is distributed and consumed through open markets like iTunes, Facebook, Mixi, and Nate (Cyworld),'' he said in an interview with The Korea Times.
Even though the company was created just about nine months ago, it has developed a total of 13 products ― four games and eight entertainment/utilities apps for the iTunes App Store, and one social web game on SKcommunication's Nate (Cyworld).
Paradigm Shift in Distribution, Networking
Apple's iTunes App Store allows users to download and purchase a range of applications leaving the door wide open for start-up companies like Devsisters to join the race to provide content.
``Before, it was too difficult for new content providers to present their new products on the market,'' Lee said. ``But Apple was one of the forerunners to lead a paradigm shift in distribution with its open market platform.''
Thus, the company, he said, could enter the global market regardless of its small size, short history and no support from giant firms.
``Having no connection to big mobile phone carriers, we are selling our iTunes App Store products in the United States, Europe and Japan,'' Lee said.
Devsisters' iPhone and iPod Touch game, ``Alice's Rabbit Hole of Death,'' ranked as the third hottest game in Japan's App Store just one week after it was launched on Sept. 29, this year and another game ``OvenBreak'' became a steady best seller in Singapore and Hong Kong earlier that month.
The latter game, in which a gingerbread man tries to escape from a colorful prison using a candy cane, also entered the list of top 10 hit applications in Australia and ranked 50th in its game category in the United States, iTunes App Store's biggest market.
``iRodeo - Crazy Bull Riding'' was chosen by Apple as a new and noteworthy game.
Besides this changed distribution structure for mobile users, the CEO noted that service platforms on the Internet, especially on social network services like Facebook and Korea's Nate-Cyworld also provide a great assortment of apps for all users, gamers and non-gamers.
``People can have fun by playing and utilizing applications anytime and anywhere with friends on their online network,'' Lee said.
Subsequently, Facebook has not become just a chitchat place but rather a great marketing tool for small, start-up companies which have yet to afford expensive commercials on TV and other mediums.
Currently, more than 350 million people around the world are registered on the social networking Web site and they are sharing information on what amuses them.
``So, if you create compelling content, you can provide it in any country,'' he said.
Zynga, a U.S. casual game developer, saw a turnover of about $250 million this year via its easy-to-play games such as ``Cafe World'' in which users can get perks by inviting Facebook friends.
Devsisters recently presented a social web game as well, called ``RunAway'' on Nate. It is the first 3D social web game in Korea.
With just the click of a button, you can make the android heroine named SERA run and jump over obstacles, but that is not all about this dynamic game.
Featuring strong social game elements, users will get extra energy added to their female warrior if friends accept their invitation.
``You can enjoy the game with your friends and fully appreciate great graphics with a very brief plug-in since we adopted Unity's 3D engine which will also be used to bring our games to the iPhone and hopefully to other compatible platforms such as the Nintendo Wii or X-box,'' Lee said.
This brand-new game garnered more than 25,000 installs in just two days after it went live on the Nate (Cyworld) App Store on Dec. 23. It is currently ranked number 2 on the Nate Appstore.
Start-Up Company Moving Toward Global Market
It is not easy to attempt a new thing and face challenges.
Asked about difficulties facing the company in the fierce Korean market, however, Lee said ``It's okay,'' grinning.
``Most start-up companies have difficulties in the initial stages, but I think I was lucky. We couldn't have come to this point without my talented colleagues and all the positive support from the industry. And market circumstances are getting better,'' he said humbly.
He started the company with two friends but now he has 12 talented young people from various backgrounds.
But his smooth path does not necessarily mean that everything is perfect from here on in.
``Owing to meager government support and funding from financial institutions, people cannot easily get out of the mire once they fail, which makes people hesitate to challenge,'' Lee said. ``Additionally, major portals dominate the IT industry here, so we see no new creative services coming up for the last 10 years."
The Devsisters people will not stop challenging next year, though.
``Global markets including Mixi, Facebook, and anywhere else we can go, will be our main targets afterwards,'' he said.
They are working hard to present their next ambitious project for 2010.
``We love to offer fun, witty and good games which help people blow away their stress,'' he said.