The competition among subculture games extends beyond the games themselves. Fandoms centered around characters and worlds are evolving into a 'fandom economy' that sustains long-term consumption of intellectual property (IP) through animation, merchandise, offline events, and fan creations.
According to the gaming industry, subculture games exhibit higher user loyalty and diverse content consumption methods compared to traditional games. Users not only play the games but also engage with the IP by purchasing character merchandise, creating cosplay and fan art, and participating in offline events. This expansion into animation, performances, figures, and pop-up stores generates various revenue streams beyond game sales.
The 'Anime Expo 2026,' held from July 2 to 5 at the Los Angeles Convention Center, exemplifies this fandom economy. As North America's largest animation and subculture event, Anime Expo is a premier global gathering that combines gaming, animation, voice actor events, merchandise sales, and cosplay.
South Korean game companies actively utilized this year's Anime Expo as a platform to secure a global fanbase.
Nexon participated for the third consecutive year, showcasing 'Blue Archive' and the upcoming title 'Project RX.' At the Blue Archive booth, the in-game city of 'Kibotos' was recreated in a real-world setting, featuring large character sculptures and photo zones. Daily DJ performances attracted large crowds, with cheers audible from the entrance of the venue. Merchandise sales were also a success, with 12 out of 25 items selling out early on the second day, demonstrating strong interest from local fans.
'Project RX,' despite being publicly unveiled for the first time, drew attendees with an interactive space themed around a Western-style mansion and character cosplay. Long lines formed as attendees waited to enter, and Nexon hosted a separate panel session in a hall accommodating over 1,000 people to introduce the game's world and development direction.
Smilegate revealed new season information for 'Chaos Zero Nightmare,' expanding its reach to North American users. The upcoming Season 4, titled 'Broken Light and Claws,' set to launch on July 29, was highlighted to build anticipation among global players.
Netmarble debuted a new promotional video and key art for its upcoming title 'Solo Leveling: Karma.' This mobile roguelite action RPG is being developed to introduce new content to North American fans, leveraging the original IP's recognition.
Subculture events are also rapidly growing in South Korea. The country's largest animation and gaming event, AGF, recorded its highest attendance ever last year, with 100,518 visitors over three days. A total of 71 companies participated, showcasing 1,075 booths, marking the largest scale to date. As more attendees visit for merchandise purchases, cosplay, voice actor stages, and IP experiences, the consumption of subculture content is expanding beyond gaming.
An industry insider noted, 'Subculture games are characterized by strong attachment to characters and worlds, leading to continued consumption outside of the games. Creating a virtuous cycle that connects animation, merchandise, and offline events is a key strategy in recent IP business.'
* This article has been translated by AI.
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