This blog post examines how KakaoTalk, which began as a messaging app, evolved into a gaming platform.
Recently in Korea, a KakaoTalk-based game called Anipang became a huge hit. Anipang is a simple puzzle game that anyone, regardless of age or gender, can easily enjoy, and many people became obsessed with it. As a result, similar games like Candy Pang started trending. These suddenly popular games have caused various problems and may potentially lead to more issues. We will now examine these problems.
First, let’s look at the evolution of KakaoTalk games. Before Anipang, KakaoTalk was a pure messenger app without games. Since it was a free application, KakaoTalk needed revenue streams beyond messaging. So, one day, ‘Plus Friends’ appeared—allowing users to add friends like entertainment agencies or companies for advertising and promotional purposes. Up until this point, KakaoTalk was simply fulfilling its role as a messenger. However, the story changed after the game Anipang appeared. As Anipang became popular, followed by the rise of other KakaoTalk games like Candy Pang and Dragon Flight, KakaoTalk underwent a transformation from a simple messenger into another mobile world, akin to smartphones or Facebook. Although KakaoTalk games haven’t been around for very long, no one knows what other services might be added to the ‘platform’ of KakaoTalk in the future.
Let’s take Anipang, one of KakaoTalk’s current games, as an example. Anipang is a simple game anyone can play, regardless of age or gender. Yet, most people in South Korea are currently playing Anipang and exchanging hearts. According to one statistic, over 100 million hearts are exchanged daily. I want to point out that these hearts are the problem. When you send a heart in Anipang, you get a notification on KakaoTalk saying you sent a heart. However, if you send or receive a lot of hearts, these notifications become frequent. Such notifications can be disruptive even when people aren’t playing the game or are in situations where they can’t play. Furthermore, the heart is a symbol that carries a lot of connotative meaning. While it might be fine between lovers or close friends, it can resonate differently for married people or those about to marry. Recent articles have covered cases where these hearts led to suspicions of infidelity, resulting in divorce, or where people were flustered by hearts sent by exes. Of course, now that over two months have passed since AniPang’s release, sending hearts in the game is no longer taken seriously. Additionally, there was a patch that made it possible to block these incessant heart messages without entering the settings, whereas previously you had to go into the settings to block them. Even with this patch, the default setting is to send hearts, so if you don’t want to send such messages, you still have to change the settings separately. I think it would be better to prevent the messages from coming in at all and only display them when desired. Considering how issues arose when online terms of service agreements were deemed accepted if users inadvertently skipped over them, games like Anipang and others should also take this into account.
The success of KakaoTalk games wasn’t just about increasing user numbers; they also played a significant role in boosting user engagement. Competition with friends, ranking comparisons, and various events kept users continuously immersed in the games. However, these elements can sometimes cause conflict among users. For example, users falling behind in rankings may experience stress, and conflicts can arise over in-game purchase items. Therefore, it’s crucial for game developers to create an environment where users can enjoy the game while engaging in healthy competition.
One current concern regarding KakaoTalk is the considerable uniformity of its platform-based games. For instance, KakaoTalk’s internal game, Anipang, features the aforementioned heart system. This heart serves as one component of a fatigue system designed to limit playtime. While this heart system was once heavily criticized, the controversy has largely subsided. However, following Anipang, subsequent games like Candy Pang all adopted the same system of exchanging hearts. While other items could be exchanged instead of hearts, the core concept remains identical—only the regeneration timing differs. Furthermore, after Candy Pang surpassed Ani Pang’s market share, Ani Pang began referencing Candy Pang’s existing item and coin systems. Although the game format is slightly different, it creates a situation where it’s hard to distinguish why they are separate apps. In this unregulated environment of similar games, without any restrictions or even minimal oversight, there’s a significant risk that ads and hearts from these similar games could drive people away from KakaoTalk as a messenger. Unlike Apple’s App Store, the Android Market imposes no regulations on applications. While this point is also highly debated, even if these apps entering KakaoTalk’s add-ons enter the Android Market without regulation, being KakaoTalk add-ons means they undergo KakaoTalk’s review process. This is seen as more beneficial for the users of the applications.
KakaoTalk games differ from other game applications available on the Android Market, one key difference being their integration with KakaoTalk. It might sound like a play on words, but KakaoTalk initially gained popularity because it was lighter than NateOn’s mobile version or other messenger applications. However, if KakaoTalk-based applications like Anipang or Candy Pang keep getting added, KakaoTalk will gradually lose its lightweight nature. While it’s an unavoidable choice for KakaoTalk to generate revenue through advertising or these games, anyone can easily create a program with messenger functionality. Therefore, no one knows when or where an application competing with KakaoTalk might emerge. Although KakaoTalk currently holds the top spot in domestic mobile messenger market share, the collapses of Cyworld and Twitter show how rapidly the times are changing. KakaoTalk must recognize the need to keep pace by offering new and user-friendly services. In other words, while KakaoTalk games are still relatively scarce, some regulation is necessary now to prevent it from becoming the next Cyworld.
The influence of KakaoTalk games isn’t limited to Korea alone. Their popularity is also growing in the global market, contributing to the elevated status of the Korean game industry. However, succeeding in the global market requires localization that considers cultural differences. Providing game content that reflects each country’s culture and preferences will allow reaching more users. For instance, the Japanese market requires Japanese-language versions of games and marketing utilizing uniquely Japanese characters. Conversely, the US market demands game designs and promotional strategies aligned with local trends.
Therefore, KakaoTalk must explore ways to enhance user satisfaction alongside the growth of the gaming industry. It is vital to build an image as a company that fulfills its social responsibilities while delivering enjoyable games. To achieve this, it should actively incorporate user feedback and continuously improve systems to ensure safe gaming for diverse age groups. Furthermore, it must establish various campaigns and programs to address gaming addiction issues, supporting users in enjoying games in a healthy manner.
