Netmarble participated in the Tokyo Game Show (TGS) 2025 for the first time, aiming to establish itself as a global gaming company. The company ran a successful solo booth at the event and showcased new titles targeting the Japanese market, such as “The Seven Deadly Sins: Origin” and “Monster Guild: Star Dive.” These efforts are part of a thorough localization strategy to capture the preferences of Japanese gamers.
Netmarble’s approach also included unveiling a console demo version of “Monster Guild: Star Dive,” which caters to platforms favored by Japanese players. The company organized various activities, including participation from popular local voice actors and cosplay events, which received positive responses from the audience.
In addition to localization, Netmarble employed a “two-way IP” strategy, using both popular and original intellectual properties. By highlighting the well-known IP “The Seven Deadly Sins: Origin,” they attracted attention and subsequently increased awareness of their original IP, “Monster Guild: Star Dive.”
During TGS 2025, Kang Dong-ki, Netmarble’s business director, discussed the global IP branding of “Monster Guild.” By leveraging the popularity of “The Seven Deadly Sins: Origin,” the company successfully introduced “Monster Guild: Star Dive” to a wider audience, enhancing its global recognition.
Netmarble noted that the positive response to their TGS participation confirms the effectiveness of their localization efforts and IP strategies. They plan to continue analyzing global user needs and strengthening their brand identity to drive long-term growth.