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Trala Lab, which started as a blockchain game platform, is releasing its first work after pivoting to become a game development and service company. The title is 'God of Dice: Re:Roll,' a new creation based on the global board game IP (intellectual property) 'God of Dice.' The company will begin soft launching in Taiwan, Hong Kong, and Macau at the end of this month, aiming for a global official release in the first half of next year after verifying performance.
Trala Lab was established by game company Joycity in 2023 as a blockchain game-specialized subsidiary. The following year, it relaunched as an independent legal entity and changed its direction. In a recent interview with Money Today, Ji Seung-beom, CEO of Trala Lab, stated, "At the time of our founding, we aimed to create a game platform that made complex and difficult-to-use blockchain technology easy, fast, and convenient, but the market was asking for fun before technology." He added, "So, we redefined our direction as a company that creates and services games that users directly enjoy."
Ji (CEO) shared, "Halting the development of the blockchain platform was the most difficult decision in the past three years. It meant changing the very reason for the company's existence and letting go of the time and costs invested up to that point."
The basis for this judgment rested on three factors: market, assets, and survival. Ji (CEO) reflected, "In the blockchain game market, users moved according to token prices, and it was rare for users to stay long-term. Building the platform first was a reversal of the proper order." He continued, "What Trala Lab is best at is handling IPs that have been proven globally, and for a small company, having one product that generates revenue is most important. Rather than pursuing multiple directions simultaneously, we decided to focus on one title."
The result of this focused effort is 'God of Dice: Re:Roll,' launching at the end of this month. 'God of Dice,' a mobile board game released by Joycity in 2015, is a board game IP that recorded over 12 million global downloads and once ranked first in revenue in certain markets such as Hong Kong.
Ji (CEO) explained, "'Re:Roll' is a game that preserves the core of the original, 'the fun of short and easy Daejeon,' while redesigning the Daejeon structure, growth, and social elements to fit the current mobile user environment." He added, "As it is a game loved for over 10 years, the accumulated content and growth structure have become more robust."
Furthermore, he stated, "We adopted a season system so that new users can compete equally from day one, ensuring everyone starts on the same line, with a structure where new strategies work each season." He predicted, "Through this, users will be able to immerse themselves more deeply in the essential fun of the game."
Trala Lab has targeted both its main market and customers globally from the start. This is because 70% to 80% of the revenue from the original 'God of Dice' IP was generated overseas. Among these, the Chinese-speaking regions, including Taiwan, Hong Kong, and Macau, where the IP has maintained popularity for the longest time and board game culture is strong, are the first targets for expansion.
Trala Lab continues its IP collaboration even after becoming independent from Joycity. Following 'God of Dice,' there is potential for Trala Lab to take on the role of recreating IPs such as 'Freestyle' and 'Gunship Battle' into future global hits.
Ji (CEO) emphasized, "We plan to steadily proceed with the soft launch of Re:Roll this year, confirm our target retention rates, and then generate meaningful revenue through a global official release next year." He added, "I want to become the strongest company in turning proven IPs into global hits again."
Meanwhile, Trala Lab is being recognized for its potential by receiving investment and localization program support after being selected for the 'Accelerator Linkage Support - Blockbuster 4th Cohort' program, which is hosted by the Korea Creative Content Agency and operated by Tap Angel Partners.
[Money Today startup media platform 'Unicorn Factory']
in FUTURE
