At Pocket Gamer Connects Helsinki 2014, Dennis Yi from Gamevil spoke about trends in the highly lucrative Korean mobile games market.
The good news is that the market is big - one of the largest in the world in terms of Google Play - and Korean gamers understand the value of the F2P model.
The bad news, however, is that there are a lot of local developers who also really understand the market, competition between games is fierce, and there's a growing saturation in terms of titles and channels.
One example of this is the KakaoGame channel, which was originally a goldmine for developers who were early to exploit its virality.
Now, however, Yi says that publishers might expect their development partners to be ready to support their games 24/7, perhaps even pushing ourt2-3 events a day to try to drive up engagment.
"Breaking into Korea is an uphill battle," he concludes.
You can see all the talks from Pocket Gamer Connects Helsinki 2014 here.
Pocket Gamer Connects is the biggest mobile games show in Europe, which brings together the best speakers and delegates from across the industry and from all over the world.
To-date, Pocket Gamer Connects has been held in London and Helsinki, and the show will be heading back to the UK on 13-14 January 2015.
To find out more about the latest show, head on over to www.pgconnects.com.