'Cookie Run: Crumble' is becoming a savior for Devsisters. Although the company's Cookie Run IP (intellectual property) business strategy had hit a ceiling, it has carved out a new path by taking on a challenge in a different genre.
According to the game industry on the 2nd, 'Cookie Run: Crumble,' released at the end of July, surpassed 20 billion won in revenue within one month of launch. It currently holds an average rating of 4.7 out of 5 points on the Apple App Store and rose to second place in domestic App Store revenue following an update conducted on the 27th of last month.
'Cookie Run: Crumble' is Devsisters' first game to challenge the "raising" genre using the Cookie Run IP. The company analyzes that through 'Cookie Run: Crumble,' it has attracted not only existing IP fans but also a niche audience that prefers the raising genre, as a high proportion of total users have never experienced the Cookie Run series before.
Key factors behind 'Cookie Run: Crumble's' success include, first, combining its unique character appeal and combat visuals with a fast-paced growth experience and reward structure. Second is its low barrier to entry. Based on the quick and simple growth structure characteristic of the raising genre, it provides resources and equipment needed for combat and progression. Stages and quests are designed to unlock progressively, allowing players to feel growth through rewards simply by following the content.
Third is the strategic depth felt from Cookie and Pet combinations. Players can assemble up to 12 types of Cookies to build decks (card sets) suitable for each combat content. By considering various elements such as Cookie skills, attributes, and synergies with Pets, players can enjoy deep gameplay. This appeals broadly to users who prefer simple play as well as those who enjoy in-depth combinations and deck building.
Additionally, the game captivates gamers with its light and comedic world view. By adopting an alternative Cookie concept that reinterprets familiar Cookies in unique ways while focusing on B-grade sensibility and telling relatively light and cheerful stories, it has effectively expanded both its world view and character settings.
'Cookie Run: Crumble' is a crucial game for Devsisters. The company has been in a management crisis due to operating losses for four consecutive quarters. Upon announcing a shift to an emergency management system, Devsisters' executives declared they would not receive salaries, and major executive compensation was also cut by 50%. Until the company stabilizes, costs are being strictly managed, and new hiring outside essential roles has been suspended.
Devsisters recorded an operating loss of 16 billion won in the second quarter of this year as well. Industry observers predict that based solely on 'Cookie Run: Crumble's' initial revenue performance, a turnaround to profitability in the second half is possible. This mirrors Netmarble's situation when it escaped losses after eight quarters with 'Seven Knights: Idle.' Since then, Netmarble has improved its financial results by successfully launching several new titles such as 'Solo Leveling: Arise.'
A Devsisters representative stated, "We have reinterpreted the strengths of our IP to fit the grammar of idle RPGs, proving that it is an IP that does not remain confined to a specific success formula."
in TECH
