[Interview] Nexon's "Mabinogi Mobile" Resonates with 20s to 30s, Achieving Sales of 32 Billion Yen; Next Target: 50s to 60s
Note: the original Japanese article can be found at:
https://www.4gamer.net/games/880/G088034/20251024025/
Writer: GAMEVU Editorial Department | 2025/10/24 08:00 (UTC)
The following article is a translation of a piece originally published on GAMEVU (→ link), done with permission. While efforts have been made to preserve the original content as closely as possible, some annotations have been added and images or text modified for better understanding by Japanese readers. (→ Original Article)
The MMORPG Mabinogi Mobile, developed by South Korea’s devCAT studio and operated by Nexon, is shaking up the landscape of South Korea’s mobile MMORPG market. Since its launch in March last year, it has achieved remarkable success—surpassing cumulative sales of 300 billion KRW (approximately 320 million JPY)—and expanded the core user base for Korean MMORPGs from primarily users aged 30–50 to include significant numbers of teens and twenties. This shift has been widely praised as a demonstration of new potential in the genre.
On October 20, at KT&G SangSang Planet in Seoul, Nexon’s Business Division Director Kim Min-chol and devCAT studio’s Director Lee Jin-hoon discussed the driving forces behind these impressive results and their vision for the future during a joint interview titled “Mabinogi Mobile: A Joint Interview.”
(L-R) Kim Min-chol, Head of Nexon’s Business Division, and Lee Jin-hoon, Director at devCAT studio.
Thumbnail Image No.001 / [Interview] Nexon’s “Mabinogi Mobile” Achieves 320 Billion JPY in Sales by Resonating with Ages 20–30; Next Target: 50–60 Year-Olds
They particularly emphasized that Mabinogi Mobile broke away from the dominant “endless competition” model of existing MMORPGs, staying true to its core values—“encounters and adventures,” and “connections between people.” This focus, combined with an ideal 5:5 gender ratio among users, was key to appealing broadly to younger players.
Additionally, while Mabinogi Mobile has been recognized as a strong contender for this year’s Grand Prize of the Korea Game Awards, both teams revealed plans to aim for sustainable operation over 10 or even 20 years by strengthening original content and expanding into global markets.
— How do you feel about being considered a leading candidate for this year’s Grand Prize of the Korea Game Awards?
Lee Jin-hoon (hereafter Lee):
We are truly grateful, and we certainly hope to win. We want to continue responding to users’ expectations rooted in Mabinogi Mobile’s unique sensibility and its deep emotional bonds fostered through gameplay. Our goal is to create a game that players can be proud of.
— At the end of May, it was reported that cumulative sales had already exceeded 140 billion KRW (approx. 150 million JPY) within just two months after launch. What is the current total sales figure?
Lee:
We estimate it’s now more than double what it was at that time.
Kim Min-chol (hereafter Kim):
We’ve already surpassed 300 billion KRW (approx. 320 million JPY), and we’re aiming even higher.
— What do you think are the secrets behind Mabinogi Mobile’s success in attracting a large number of users from their teens to twenties, unlike most existing South Korean MMORPGs?
Lee:
I believe it comes down to treating “human connection” as the core value of an MMORPG. From early development stages, we centered our design around encounters and adventure—never deviating from that vision.
Also, the Mabinogi IP itself is inherently community-oriented. Its user-friendly service approach, combined with a comprehensive system appealing to audiences beyond typical RPG fans, likely helped win over younger players.
Players under 30 account for 73.1% of all users. Thumbnail Image No.005 / [Interview] Nexon’s “Mabinogi Mobile” Achieves 320 Billion JPY in Sales by Resonating with Ages 20–30; Next Target: 50–60 Year-Olds
Kim:
When preparing for launch, we noticed many 20-year-olds viewed MMORPGs through the lens of “endless competition.” Mabinogi Mobile, however, successfully communicated that it’s different—offering enjoyable gameplay by blending human encounters, adventure, and social content. We believe users experienced a kind of fun they couldn’t find in traditional MMORPGs.
— What is the ratio of female players?
Lee:
There are slight variations across age groups, but we’ve heard it’s nearly an ideal 50:50 split.
Kim:
Overall, we maintain roughly a 50:50 ratio. Women slightly outnumber men in their twenties; the opposite is true for thirties. While there are age-based differences, we consider this balanced gender distribution healthy—reflecting the unique traits of the Mabinogi IP.
— Can you tell us about your plans to expand the Mabinogi franchise? Is it intended to follow a strategy similar to casual IPs like MapleStory or Crazy Arcade, targeting teens and twenties as well as broader audiences?
Kim:
It’s true that Mabinogi Mobile plays a decisive role in our overall Mabinogi franchise expansion strategy. Our goal has always been to reach users who have never experienced the Mabinogi IP before, delivering its unique fun. We aim to explore new genres—such as action titles—and expand into target groups that previous Mabinogi franchises haven’t reached.
— Are there players from 0 to 50 years old? What do you believe are Mabinogi Mobile’s core strengths in attracting such a wide age range?
Kim:
From the start, we reimagined mobile gaming UX/UI with accessibility at its heart, making it lighter and more approachable for anyone. If we can identify solutions to broaden our user base into the 40–50 age group through this design philosophy, I believe there’s significant room for expansion.
Lee:
Traditional MMORPGs often make users feel uncomfortable or hesitant about meeting others in cooperative content. But with Mabinogi Mobile, we’ve seen players actively seeking connections through chance encounters and social systems.
Also, because it’s mobile-friendly, 40–50 year-olds can complete a dungeon during work breaks—enjoying it not alone, but casually interacting with other users. This is actually one of our key selling points, and expanding into the 50–60 age group remains our target.
— Up until the implementation of Paladin, everything followed the original game’s flow. Are there plans for future original content in Mabinogi Mobile?
Lee:
In an update scheduled around December, we’ll introduce a story with distinct characteristics unique to Mabinogi Mobile. After that, the storyline will take a major turn—offering users completely new experiences they’ve never encountered before. One of our IP’s strengths is integrating various stories—from Mabinogi, Mabinogi Duel, and Mabinogi Hero Legend—into one cohesive narrative.
— Why did you introduce a seasonal system only about seven months after launch? And given user complaints that new content updates have been insufficient since then, do you have plans to address this?
Kim:
The decision to adopt the seasonal system was strategic—to ensure long-term success. It enhances synergy between delivering enjoyable experiences for existing users and attracting continuous new ones.
We’re also developing and releasing fresh content across various fronts beyond season-specific updates. Our focus remains on consistently providing engaging material that players enjoy.
Lee:
I believe RPGs are fundamentally about growth, but the inherent structure of growing disparities among players clearly has limits. To preserve existing growth values while dynamically enhancing enjoyment during each season, we adopted a seasonal model.
— The randomness in item acquisition during Season 1 has drawn mixed reactions. Are you considering easing the cap (ceiling)?
Lee:
Initially, many users enjoyed the thrill of acquiring items through random mechanics. But over time, they’ve increasingly felt dependent on chance alone. We’re currently discussing this issue within our development team and preparing supplementary measures.
— Despite adding Abyss content, feedback indicates much of it feels repetitive. Are you planning to continue releasing more difficult content? Or are there updates planned for guild-based features?
Lee:
The Hell difficulty in the Abyss is designed as a playground for players with high combat power, offering rewards tied to rankings and reputation. For all other content, we’ve ensured sufficient growth opportunities—even if it’s just reaching “very challenging” levels.
We’re also preparing housing systems and 1v4 combat content. The Halloween update on October 30 will include a feature where players defeat enemies that mimic AI—these will provide subtle competition and growth opportunities.
— You mentioned placing high importance on communication and building bonds with users, as seen in the upcoming offline events like the Sontae (Sonse) exhibition. Do you plan to host large-scale user-invitation events similar to original Mabinogi fantasy parties?
Kim:
The Sontae exhibition was just our first step. We’re preparing more opportunities for interaction with users across broader venues in the future. Soon, we’ll share details about upcoming large-scale offline initiatives through live streams and game announcements—ensuring steady, ongoing communication.
An Mabinogi pop-up exhibition is currently running at Sontae (Sonse) in Seoul until October 30. Thumbnail Image No.009 / [Interview] Nexon’s “Mabinogi Mobile” Achieves 320 Billion JPY in Sales by Resonating with Ages 20–30; Next Target: 50–60 Year-Olds
— You mentioned prioritizing communication, but users may feel frustrated by delays. Do you have plans to further strengthen both online and offline interactions?
Kim:
We’ve often delayed public releases to ensure high-quality presentations. Going forward, we plan to actively expand live streams and developer letters as much as possible. In these channels, we’ll also share our own struggles—aiming to diversify communication methods.
Lee:
For live streams and showcases, we’re working quickly to move them along. We also hold regular “Elin Notes” updates. Still, there’s room for improvement—and we simply have to keep striving harder.
— As services evolve, gameplay mechanics and content can become complex and overwhelming. What do you focus on most to maintain the image of a game that anyone can enjoy casually?
Kim:
We aim to build an ecosystem where new players who join at any time can steadily grow, reach core player levels, and participate in cooperative activities alongside others. This is one of our fundamental development principles. Our entire business and development teams are committed to helping new users settle in.
— You plan global launch next year. Could you share your target markets and current preparation status?
Kim:
Rather than targeting specific countries exclusively, we developed Mabinogi Mobile with the goal of being a globally appealing MMORPG from the start. Our strategy is to launch it consistently across all global regions with equal focus. While North American service would be valuable, every region matters equally. We plan to roll out gradually starting next year.
Lee:
Since we designed the game with global expansion in mind from day one, our strategy isn’t about making drastic changes. Instead, we’re refining and enhancing what’s already available to deliver greater value when entering global markets.
— What criteria do you use for balancing characters? And which class are you currently playing?
Kim:
It’s difficult to pick a favorite because I enjoy every job and character equally.
Lee:
We adjust balance based on data and gameplay experience, ensuring no single class becomes too strong or weak. We continuously monitor user feedback while tracking performance metrics, working hard to reduce disparities between jobs. With many classes and dynamic metas shaped by rune combinations, we apply meticulous attention in our adjustments. Personally, I’ve been playing the Dark Mage recently.
— After the Chuseok update, you briefly reached number one in sales. Was that expected? And what was the internal reaction and evaluation at the time?
Lee:
I wasn’t closely tracking PC-side sales, so reaching #1 actually came as a surprise. It resulted from strong synergy among various factors: events, holidays, and the Paladin implementation. Internally, it raised everyone’s spirits significantly—we’re eager to keep producing such positive results through ongoing development and service.
— What are your thoughts on the evaluation that Mabinogi Mobile has broken the mold of South Korea’s MMORPG market? Did you anticipate an MMORPG with reduced combat intensity achieving this level of success?
Lee:
I believe it was a natural outcome of staying true to MMORPGs’ original essence—players collaborating not as enemies, but as friends and allies. We aimed for players to see each other as companions rather than opponents. It also aligned well with current user demands. Our hope is that the spirit of “encounters and adventure” will continue living in this game.
Kim:
Looking back at our pre-launch development process, we realized how firmly our team’s philosophy was rooted: creating a game focused on healing-type communication rather than competition, and emphasizing cooperative gameplay. The persistent questions about whether popular MMORPG formats of the time were still valid led us to make bold decisions—and users warmly embraced them.
— Do you think future “Mabinogi Mobile-like” games could become leaders in the MMORPG market?
Kim:
There’s certainly potential for such games to emerge. Rather than viewing them as competitors, I believe they’ll enrich the game ecosystem and promote greater diversity within MMORPGs. As long as we maintain our unique identity and franchise value, no matter what rivals appear, we aim to keep delivering new experiences that excite players—growing together through healthy competition.
— The original Mabinogi has had issues with gameplay degradation due to certain content (e.g., Alchemy or reincarnation rate). Some users worry this might happen in Mabinogi Mobile. What’s your take?
Kim:
Our goal from the start was to build a game that could be successfully operated for 10 or even 20 years. We deeply studied how to transform Mabinogi into a long-lasting IP, and we’ve launched and continue operating it with this vision in mind. Please trust our commitment to sustained service.
Lee:
The original author, Mr. Nak, has been involved since the beginning, ensuring story continuity with strong originality. Systems like Alchemy or reincarnation rate were introduced during a period I wasn’t involved in—so re-implementation isn’t feasible anyway. Please don’t worry about such issues.
Our core principle is prioritizing fun above all else. We’ll continue building around our tagline “encounters and adventure,” and this will remain unchanged moving forward.
— You mentioned wanting to create strong synergy between Mabinogi Mobile and the original Mabinogi. Can you share any actual examples of such synergy? And what future strategies do you have for generating more?
Lee:
Right after launch, we ran an event where both games boosted each other’s levels—this was a successful example with positive user response. Going forward, we’ll continue introducing various events featuring not just Mabinogi, but also universes like Mabinogi Hero Legend—presenting the full Mabinogi Universe through our content.
Kim:
Our strategy for expanding the Mabinogi franchise will become more concrete in the near future. Fundamentally, we’re working together as overall project leads to ensure that current Mabinogi titles don’t cannibalize each other—but instead generate synergy across them. (Author: Zan Yong-gwon)
—— October 20, 2025