NHN, 8th #CompassFest for #CompassFans in Japan
Dec 23, 2024
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'#Compass' is a 3 to 3 mobile battle game that has been steadily loved since its launch in 2016 as it succeeded in targeting the Japanese fandom culture. It is characterized by the use of the platform 'Niconico Video' jointly developed with Japan's Donago. NHN said it has attracted users' attention by cooperating with creators who have been closely related to fans since the launch, and has since expanded its influence offline by holding offline events and operating regular cafes as fandom becomes active. In particular, the company emphasized that the offline event '#CompassFes (#CompassFestival)', which has been held in major regions of Japan every year, has established itself as a culture of the Jalpa generation (the early to mid-20s, Gen Z + Alpha generation) where many fans participate.
With the theme of the 8th anniversary of its launch, this '#CompassFestival 8th ANNIVERSARY' was held on the 14th at the Makuhari Messe International Exhibition Center, a large exhibition hall located in Chiba Prefecture near Tokyo, Japan. Tickets available in advance were sold out within a month of opening, and a total of 7,000 visitors attended even though it was a single game event. A total of 305,139 people watched the online live broadcast throughout the day, and the number of concurrent users exceeded 8,900.
The event program consisted of the 'Grand Slam 2024 Strongest Decision Contest' in which the best teams from the official competition participate, the 'Daejeon Exchange Meeting' in which visitors compete on the spot and strengthen their friendship, and the '#Compass'Official Cosplay Filming Event', which shows the heroes of '#Compass' realistically, and 'Enjoy Music Stage', which presents dances and songs with the BGM of '#Compass'. In addition, '#CompassNews', which delivers new game news, '#Compass Developers Talk Corner' where developers deliver development stories, and '#Compass Hero Design Contest' where users design their own heroes in the game. In addition, NHN Play Art's regular operation in Tokyo and Osaka appeared as a pop-up store in the venue, introducing food and drinks with the motif of '#Compass' hero, and a goods shop offering various original and limited products was also operated.
According to NHN, the most popular program for visitors was the '#CompassNews' segment, which revealed new collaboration news, new original characters, and offline event plans in 2025, and the 'Daejeon Exchange' where popular players, cosplayers, and commentators play games. In particular, cheers erupted in the audience when the collaboration with the popular Japanese animation 'HunterXHunter' and the 45th new original hero 'MRI4U' were released, the company said.
NHN plans to continue to expand the influence of '#Compass' in Japan, which covers both online and offline. First of all, the festival will continue to be held on February 8, 2025, with the band, DJs, and dancers hosting the event "#COMPASS SECRET PARTY" and the "#COMPASS FES Street Caravan 2025 (#COMPASSFESTIVAL Street Caravan 2025)' in the summer. It is also preparing an animation project to produce an animation based on '#Compass' with the aim of broadcasting in April next year.
Yokoyama John, head of the business development division at co-development company Donango, said "#Compass" is characterized by focusing on how to directly contact users, focusing on offline events rather than promotions using mass media. "It seems that we can create events that move users' hearts because we are always working hard with NHN Play Art to plan content and events from a user's point of view and realize only what we think is interesting."
Jung Woo-jin, CEO of NHN and NHN Play Art, said "'#Compass' has been holding offline events every season since 2017, and the goal is to start like the culture of the 10s and 20s and to establish itself as a game that can be played consistently by remembering and remembering as you get older. NHN plans to release eight new games in 2025, and will increase the possibility of success by incorporating the case of '#Compass' into games targeting the Japanese market."
bluesky@sportschosun.com
