**Nexon ‘Mabinogi Mobile’ Joint Interview on the 20th**
Released for 7 months… Achieved 3.64 million cumulative downloads
70% of users are from the 10s and 20s age group
On the 20th, Nexon’s Mabinogi Mobile Director, Mincheol Kang, and Director Jinheon Lee of DevCat, who developed Mabinogi Mobile, held a joint interview at KT&G Sangsang Planet in Seongsu-dong, Seoul. (From left) Mincheol Kang from Nexon’s Mabinogi Mobile Business Department and Jinheon Lee from DevCat announced during the event.
“MMORPG had been perceived by the 10-20 generation as having intense competition. However, ‘Mabinogi Mobile’ is an MMORPG that goes beyond competition to include social values such as meeting, adventure, and cooperation. This has led to its popularity, particularly among the 10s and 20s age group.”
In the joint interview, Mincheol Kang discussed how the business model (BM) in the domestic market largely caters to a small number of top users with high spending. Mabinogi Mobile, however, proposes its unique BM, breaking away from such market inertia. Originally developed by Nexon’s subsidiary DevCat and serviced by Nexon, Mabinogi Mobile has maintained strong performance since its launch in late March. By the 15th, the game had recorded 3.64 million cumulative downloads. Its retention metrics, showing how long users continue to play, are the highest compared to other Nexon live games, with a first-day retention rate at 61% and a 14-day rate at 42% as per internal data. Particularly after a massive update in September, the game saw over 200% revenue growth and a user metric increase of more than 40% compared to the previous three weeks.
This trend contrasts with the usual pattern where MMORPGs see a decline stabilizing in user activity after an initial surge. Nexon attributes the ongoing popularity of Mabinogi Mobile to its focus on the intellectual property (IP) of the original Mabinogi. Unlike games that emphasize high specs for competition, Mabinogi Mobile is designed to be a cooperative, relationship-centered game. The game features lifestyle content such as campfires, part-time jobs, fishing, and gathering, moving away from excessive competition. The difficulty of combat content is user-friendly, and the game focuses on enjoyment rather than requiring mandatory spending for progression.
With this model, Mabinogi Mobile has become an MMORPG enjoyed by multiple generations. Kang noted that the game’s value is centered on coexistence and cooperation rather than competition, making in-game purchases optional. As a result, 70% of its user base consists of the Z generation (10s and 20s), and it ranks as the top MMORPG preferred by this demographic in numerous external evaluations. Furthermore, the gender ratio of its users is balanced at 50:50, with variations across different age groups.
Nexon also unveiled plans for the game’s international expansion. Kang stated preparations are underway to expand and launch Mabinogi Mobile globally starting next year. In addition, the game aims to broaden its user base and IP strategy. Director Lee emphasized the application of a user-friendly UX/UI to lower entry barriers for the 40s and 50s age group, highlighting that the game enables natural cooperative play among users, making it appealing even to an older demographic.
He concluded, “Mabinogi Mobile plays a crucial role in expanding the franchise. We plan to extend the Mabinogi universe by introducing the IP to user groups who haven’t experienced it and through connections with the world of ‘Vindictus,’ among others.”