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DeNA signs deal with web portal Daum to bring Mobage to South Korea in Q1 2012

Set to leverage its 38 million strong userbase

DeNA signs deal with web portal Daum to bring Mobage to South Korea in Q1 2012
Other than its speed, the most notable element about DeNA's efforts to expand its Mobage platform across the globe is the flexibility the Japanese firm is willing to employ.

Mobage's western debut came about as a result of the firm's acquisition of US-based studio ngmoco. In China, DeNA is to couple the social platform's debut with the launch of a TV drama based on one of its IP, Kaito Royale.

Its plan of attack for the South Korean market, however, will see DeNA link up with web portal Daum, with the two parties coming together to roll out Mobage to Daum's 38 million users during the first quarter of 2012.

Keeping up with Korea

To cement the partnership, both Daum and DeNA Seoul – the firm's wholly owned South Korean subsidiary - have signed a memorandum of understanding.

As expected, the move will see Mobage promoted on Daum's web properties to drive mobile users to the app, or as DeNA puts it, the deal will "focus almost exclusively on smartphone users".

"South Korea is an explosive market for smartphones and social mobile games and DeNA is excited to collaborate with Daum to deliver Mobage Korea to South Korean gamers," said DeNA Seoul's regional head Steven Yang.

"Mobage Korea will deliver great games to local audiences, while also helping developers around the world quickly and easily deliver their contents to an increasingly global audience."

Partner power

Both Daum and DeNA have committed to promoting Mobage Korea across the former's network, with Daum also expanding its social footprint in the region thanks to DeNA's ever-growing library of titles.

Daum's web portal already boasts around 20 billion page views each month, while its text chat service – MyPeople – enjoys more than 14 million users.

It's a strong hand the Korean firm believes will serve as the perfect partner to push Mobage's prowess in the social gaming market.

"Through synergies with DeNA and domestic mobile game developers, we plan to build the nation’s top mobile gaming network," added the directior of Daum's new initiative division, Kyongwan Son.

"Daum has lead the domestic mobile market with [Daum's ad platform] AD@m, MyPeople and [navigational software] Daum MAP among other offerings. We will leverage such services to focus our power on mobile games business."

[source: DeNA]

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.