Relevant game themes for creatives in South Korea

Based on the analysis of advertising materials with the use of Spy-services, one of the popular trends in slots and crash games for the Korean audience was identified - zombie theme

Popularity factors

1. The zombie genre is firmly rooted in Korean pop culture through movies like Train to Busan (2016) and Netflix series like Kingdom (2019) and All of Us Are Dead (2022), which have racked up billions of views. Also, the perception of zombie aesthetics is shaped through the dramatic style of K-cinema, which emphasizes emotional tension, rhythm, and visual expression
2. The themes of survival, class conflict, and collective threat directly echo the real-life fears (unemployment, competition, social inequality) of the state's MZ generation, making the genre a convenient form of psychological release and stress relief
3. South Korea is the world leader in online gaming (PUBG, Lost Ark, Lineage). The audience is used to high intensity and dynamic clashes, so zombie-themed slots and crash games are perceived as a natural continuation of the usual gameplay

Behavioral characteristics

1. South Korea consistently ranks 1-2 in the world in terms of mobile traffic share, so players choose dynamic games with fast cycles: slots with frequent events, Megaways-models, crash games
2. Local users regularly log into iGaming apps for 1-3 minutes, expecting quick rewards
3. Korean audiences are focused on performance comparisons, personal records, and progress
4. Residents prefer a clean and minimalistic UX: crisp numbers, large buttons, no cluttered animations

Creatives

• Creatives with clean composition, clear character silhouettes and a bright palette (blue, white, green, neon) show the best CTR in Korea
• We recommend using dynamic transitions: rhythmic frame changes, «growing threat» effect, and zooming in on characters or multipliers
• Korean audiences easily read the aesthetics of popular TV series: school uniforms, urban locations, fog and night scenes create a familiar visual context
• It is important to consider local sensitivity to excessive violent scenes. Visuals of threat and tension are perceived positively, but direct shock content reduces effectiveness
• For crash games, the most effective creatives are those emphasizing multiplier growth, scale and timer. For slots - visualization of multipliers, respins and Megaways mechanics. A clear focus on mechanics strengthens trust in the product and accelerates the perception of its value
• The best conversion rates are demonstrated by mini-scenarios where the story progresses from a problem to a solution and then a reward

Slots:
Zombie Circus - Relax Gaming
Zombie Land - KA Gaming
Chicken vs Zombies - InOut Games
Zombie School Megaways - Pragmatic Play
Zombie Carnival - Pragmatic Play
Western Zombie - Onlyplay

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