South Korea isn’t just known for its K-pop hits and blockbuster dramas—it’s also one of the biggest gaming centers in the world. Gaming in South Korea has become a cultural phenomenon, deeply embedded in daily life and entertainment, and it has positively impacted the market’s worth.
In 2024, the gaming market in South Korea reached over USD 12.40 billion, and that number is projected to more than double by 2034, reaching USD 27.7 billion, with a steady annual growth rate of 8.40% (Source- ExpertMarketResearch). For gaming businesses, this represents a golden opportunity that no one should miss.
Whether you run a startup or a global game brand, understanding how to attract South Korean players through smart online gaming advertising can help you grow quickly in one of the most active gaming markets in the world.
This guide will walk you through everything you need to know about the gaming landscape in South Korea and how to successfully advertise your gaming business in this fast-growing market.
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Overview of South Korea’s Gaming Market
South Korea is the 4th biggest gaming market in the world, valued at approximately USD 14.5 billion in 2025, which accounts for 3.9% of the global market share. When it comes to dominance, mobile gaming in South Korea takes the lead, driven by fast internet, advanced smartphones, and, of course, the support of the country’s population.
Below, we’ve highlighted the key factors that contribute to a clearer understanding of South Korea’s gaming market.
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The Population Size of South Korea
The total population of South Korea is 51,652,357 (as of the latest data), and 82.43% of the population lives in urban areas (source: worldometer). The male-to-female ratio in South Korea in 2025 is very close to balanced, with approximately 99.5 males for every 100 females (source- Statistic Times). This indicates a green signal for gaming businesses to target this market, as the large, urbanized population with a balanced gender ratio provides a diverse and sizable audience for gaming products.
User Penetration Rate in Terms of Smartphones and the Internet
South Korea offers a strong foundation for gaming businesses due to its high user penetration rates in both smartphones and internet access:
Smartphone Users: With 42.54 million smartphone users, South Korea’s smartphone penetration rate stands at an impressive 88.38%. This extensive adoption provides a strong foundation for mobile gaming.
Internet Users: South Korea has 50.09 million internet users, representing 97.4% of the population (source- DATAREPORTAL). This high internet penetration rate means that nearly every South Korean has access to high-speed connectivity, supporting online gaming and digital distribution.
This high penetration in both mobile devices and internet access positions South Korea as a prime market for iGaming.
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Audience Behavior Toward Gaming in South Korea
Gaming, both gambling and non-gambling, has become a significant part of South Korea’s entertainment culture, much like in many other parts of the world. Under gambling, several games fall, such as casino games, sports betting, poker, and lotteries. In contrast, non-gambling games include esports titles like League of Legends, PUBG, and StarCraft, as well as mobile games like Block Games, Get Amped Idle Adventure, Epic Shaman Battle: 4P Defense, Sudoku, and others.
South Korea has around 33 million active gamers who participate in both gambling and non-gambling games. While gamers use a variety of devices (PC, mobile, tablet), mobile gaming is the most preferred choice among South Koreans. In terms of age groups, the majority of active participants are between the ages of 21 and 50 (source- iGaming Today).
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The Government’s Perception & Support of Gaming
The South Korean government, under President Lee Jae Myung, has taken a positive and forward-looking approach toward the gaming industry. Once seen mainly as a source of addiction, gaming is now recognized as a cultural asset and a major economic driver. With 641 active gaming companies and five unicorns, the sector is growing at an accelerated pace.
The government encourages both local startups and foreign investors to participate, viewing gaming as a key to global cultural influence. President Lee has pledged greater support for fair profit-sharing, worker protections, and balanced regulations, making gaming a respected and secure career path that supports national growth.
This supportive stance makes South Korea an attractive destination for gaming companies to promote and expand their products.
Online Advertising Strategies to Target the South Korea Gaming Market
Targeting South Korea’s gaming market demands a strategic and highly interactive online gaming advertising approach that aligns with Korean culture, language, and consumer behaviors. Here’s a breakdown of effective strategies to target this country:
1) Start with Comprehensive Market Research
Comprehensive market research is the first and most crucial step when targeting the South Korea gaming market through online advertising. It involves understanding the gaming habits, preferences, and trends specific to South Korean gamers. The market is huge and growing, with a particular love for mobile games, e-sports, and online multiplayer games.
Understanding what types of games are popular, where your products stand in the market, which age group is most likely to engage with your product, and who your competitors are can help shape effective gaming advertising strategies.
Additionally, knowing the gaming marketing mediums (such as popular social media platforms, ad exchanges, and ad networks) and the strategies your competitors are using will further enhance your approach.
This research provides the foundation to craft gaming ads that truly connect with your ideal audience, making online gaming advertising efforts more effective and successful in South Korea.
2) Don’t Rely on Just One Advertising Platform — Diversify Your Channels
When it comes to Gaming in South Korea, sticking to just one advertising platform can limit your reach. South Korean gamers are active across multiple channels, including social media platforms like KakaoTalk and Twitch, as well as gaming-related blogs, websites, and forums.
By spreading your gaming ad campaigns across different channels with the help of social media platforms or ad networks, you can connect with gamers where they actually spend their time. This gaming advertising strategy can help you create a consistent presence, so whether players are scrolling, watching, or chatting, your gaming brand keeps popping up naturally, and the audience will become more familiar with your gaming brand and be more likely to try your game.
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The examples above show how gaming ads appear on KakaoTalk (a social media platform), a gaming-related website, and Inven (a community platform).
3) Create Ad Copy that Connects with Your Ideal Audience
Your ad copy should sound like it’s coming from someone inside the gaming world, not a corporate outsider. Gaming in South Korea has its own slang, humor, and emotional tone, so adapt your message to match that vibe. Visuals play an important role in capturing the attention of gamers, so use them wisely in your gaming ad copy.
For example, if your game is related to the army, showing a tank and a group of soldiers holding guns and other equipment works well.
Highlight why South Korean gamers should choose your game by showcasing the following key points in your gaming ad.
- Innovative Gameplay Mechanics
(Showcase unique game features that other games don’t offer. ) - Immersive Graphics & Visuals
(If your game has cutting-edge graphics, lighting effects, or realistic environments, this is a major selling point. Highlight how your game stands out visually.) - Cross-Platform Playability
(Being able to play with friends on different devices can greatly increase your game’s appeal. Mention if your game supports cross-play across consoles, PC, and mobile.) - Deep Customization & Personalization
(Gamers love making characters or worlds their own. If your game offers a lot of customization, make it a selling point.) - Constant Updates & Live Events
(Players want to know that the game will evolve over time. If your game offers regular updates, new content, or special events, mention it.)
Also, never compromise on transparency. Highlight only the features your game offers. If there is any pricing, display it clearly, and mention any age restrictions if applicable.
Additionally, place the CTA in a highlighted area in your gaming ads because this button will take your audience to the next step in their journey, whether it’s a purchase, sign-up, or more information.
Whether it’s for mobile games or esports, your South Korea gaming advertising should feel friendly and relatable. When your audience feels like you “get” their world, they’re far more likely to interact, share, and trust your gaming brand.
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4) Engage Gamers with Non-Intrusive Ad Formats
People respond best to online ads that don’t interrupt their online experience. That’s why it’s smart to go for ad formats that blend in smoothly with their experience. Non-intrusive options like popunder ads, native ads, and in-page ads are particularly effective for gaming campaigns. These subtle ad types allow users to engage with your message on their own terms, creating a smoother and more positive impression. Choosing non-intrusive formats not only improves audience receptiveness but also delivers stronger results for your online gaming advertising campaigns.
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5) Always Use Smart and Precise Ad Targeting
In South Korea, precision is key when it comes to ad targeting. Therefore, when you’re in the stage of setting up your gaming ad campaign, it’s important to have detailed information about the factors that can maximize its effectiveness.
You should be aware of the cities that are ideal for targeting ads for gaming in South Korea. Cities like Seoul (the capital and a major gaming hub), as well as Busan and Incheon, stand out due to their advanced infrastructure, high internet penetration, and strong gaming culture. These cities should be your primary focus when running ad campaigns.
Additionally, as we’ve discussed, mobile traffic dominates in South Korea, with smartphones accounting for approximately 42.54 million users. Android users make up 78.32%, while iOS users account for 21.34%, clearly showing that Android users have a significant lead over iOS users (Source: Statcounter).
Therefore, it’s essential to focus your ad campaign on Android mobile users. Also, never forget to consider targeting PC/desktop users if your game falls under the category of eSports in South Korea.
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6) Prepare in Advance for the Festive Seasons Before They Arrive
Festivals and holidays are golden moments in South Korea’s gaming calendar. Events like Chuseok (Korean Thanksgiving), Lunar New Year (Seollal), and the Christmas season see spikes in gaming activity—people have more leisure time and often spend more on in-game purchases.
These are peak times for promotional offers, in-game events, and seasonal ads. You can capitalize on the festive seasons in South Korea by planning something unique that not only matches the festive mood but also outperforms your competitors. Consider offering mouth-watering discounts, limited-time bundles, seasonal rewards, or themed challenges that tap into the festive spirit and drive engagement.
However, the most important factor is timing.
You should create and launch ad campaigns around these festivals well in advance—ideally 2-3 weeks before to ensure there is enough time for execution.
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7) Manage Your Budget According to Your Goals
Budget is a major factor that determines how long your ad campaign will run. When it comes to budgeting, you must do it strategically to ensure that your ad spend delivers real value in the South Korea gaming industry. Two key elements to focus on when budgeting are the pricing model and bidding strategy.
If your main aim is brand visibility, try CPM (Cost Per Mille) to maximize impressions. If your goal is to drive clicks, CPC (Cost Per Click) gives better control over traffic spending. And if your focus is on driving downloads or sign-ups, CPA (Cost Per Action) is the way to go. Now, comes to the bidding strategy. It’s important to choose a competitive bid for gaming ad campaigns. You can use the traffic chart, often available on ad platforms, which shows the average bid and estimated traffic volume, to help determine your bid when targeting South Korea for gaming ads.
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8) Comply with South Korea’s Gaming Advertising Laws
Legal compliance is also an important factor to consider when advertising gaming in South Korea. The country has strict laws under the Korea Communications Standards Commission (KCSC), Game Rating and Administration Committee (GRAC), and the Game Industry Promotion Act.
Misleading gaming ads, exaggerated success claims, or rewards that encourage addiction can lead to penalties. It’s wise to consult a local legal expert or agency familiar with these regulations. Following local laws not only keeps your campaign safe from bans but also shows that your brand respects Korea’s gaming community and culture.
Key Obstacles in Advertising Gaming in South Korea
There are several significant obstacles that advertisers face when marketing their gaming products in South Korea, such as the country’s strict regulatory environment, cultural expectations, and highly competitive market dynamics. Let’s explore them.
Regulatory Barriers
South Korea enforces comprehensive rules on game advertising. All gaming ads must display the proper age rating and content warnings, particularly for games rated 18+, to protect minors from unsuitable material. If the regulatory bodies in South Korea find that the ads do not meet their standards, they may take strict action.
High Competition
The South Korean gaming market is one of the fastest-growing and most crowded markets in the world, which presents both an opportunity and a challenge for advertisers. With so many local giants and international companies fighting for attention, standing out isn’t easy. Advertisers have to be extra creative to attract and engage South Korean gamers.
Local Tastes and Preferences
South Korean culture is unique, and this can present a big challenge for advertisers unfamiliar with local tastes, humor, and preferences. What works in other countries might not translate well here. Even high-quality games can struggle in South Korea if the messaging doesn’t feel native.
The language barrier is another issue—advertisements need to be perfectly localized, with careful attention to tone, slang, and idiomatic expressions.
Conclusion
South Korea’s gaming market offers a huge opportunity for brands ready to put in the effort. The key is understanding the local gaming culture and tailoring your ads to fit the preferences of South Korean players. Don’t just rely on one ad platform—be present across multiple channels, and keep your messaging engaging and authentic. With careful targeting, a solid budget plan, and compliance with local regulations, you can make a real impact in this fast-growing market.
Frequently Asked Questions (FAQs)
How big is the gaming market in South Korea in 2025?
Ans. South Korea’s gaming market is valued at around USD 14.5 billion in 2025, making it the 4th largest gaming market in the world.
How many gamers are there in South Korea?
Ans. There are about 33 million active gamers, most of them between the ages of 21 and 50.
What online platforms are best for gaming advertising in South Korea?
Ans. Ad networks like 7SearchPPC and social media platforms such as KakaoTalk and Twitch are popular and effective for advertising gaming in South Korea.
How can advertisers effectively reach South Korean gamers?
Ans. Advertisers should use localized ad copy, relatable visuals, and multiple channels. Understanding local slang and humor also helps connect with gamers more naturally.
When is the best time to run gaming ad campaigns in South Korea?
Ans. Festivals like Chuseok, Lunar New Year, and Christmas are ideal times since gaming activity and spending usually increase during these seasons.
Are there any specific regulations for advertising gaming in South Korea?
Ans. Yes, advertising games in South Korea is subject to strict regulations. Ads must include proper age ratings and content warnings. Misleading or exaggerated advertisements can result in penalties, so it’s important to follow the legal requirements set by the authorities.
