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Since 1996 when the world’s first graphic massively multiplayer online game _ ``Kingdom of the Winds’’ _ was introduced by Nexon, Korea has played a centric role in the PC-based online game market. Owing to the nationwide distribution of broadband network and the consequent explosion of IT business, Korean developers have been successfully able to run ahead of jumbo-competitors such as EA and Nintendo. Today, Korean game developers have implanted state-of-the-art technologies in making cyber-space more realistic, and as a result, the pool of local gamers has gotten broader and deeper. The hard fact, however, is that it is difficult to forecast the direction the industry is headed in the next ten years due to its short, ten-year history. Moreover, competition is getting more severe, making it extremely difficult for developers to come up with an attractive new title that can grab the attention of the ever-demanding gaming audience. From our experiences over the past decade, here are four ways to make an online game appealing for yet another hundreds of millions of people. Diversification of Genres It was only several years ago when ``online games’’ were being referred to only as online role playing games, or RPGs. However, the market in the last couple of years clearly demonstrates that online gaming is much more than role-playing. Sports games, racing games and first-player-shooters (FPS) have emerged, providing gamers with wider genres to choose from. This big ``online’’ wave now drives people to communicate and further interact with each other. Through games as well as related activities new-generation online gamers form friendships, enjoy chatting and blogging, and even compose their own communities. Now, gaming is not just for fun, but has become another channel of human relationships; in other words, part of our actual lives. Mass Marketing In many countries, online games are not for a limited pool of gamers anymore. Rather, online games are becoming a ``mass market’’ product. Under these circumstances, companies may as well devise and execute appropriate marketing strategies to approach the general public. Of course, the game itself must be as creative and fun as possible to capture traditional gamers. The tremendous word-of-mouth attention garnered by Kart Rider's co-promotion campaign with Coca Cola in Korea is a thought-provoking example. Exploration of International Markets Currently, Korean online games dominate most of the Asian game market, including China and Taiwan, where millions of avid gamers log on to online games on a daily basis. While most gamers in Europe and North America are still absorbed in classical player-versus-computer console games, we predict that these Terra Incognita will be swamped by the irresistible online wave. As our first attempt to explore these markets with a casual 2D MMOG title named ``MapleStory’’ clearly demonstrates, we firmly believe the domain of the online gaming world will continue to grow, provided that innovative titles are developed. Platform Independence and Ubiquity It is obvious that ``online’’ is a big wave for other platforms. Even consoles are introducing online features, let alone PC stand-alone games and mobile games. However, it is not only about ``online.’’ It is now about independence and ubiquity among different platforms. In other words, sooner or later, gamers around the globe will be able to enjoy the same game and thus share the same gaming experience regardless of where they are, what they are playing with, and which time zone they live in. Korea is proud to have created, pioneered and led a new and promising industry in the past decade. Now is the very time we have to think about the road ahead of us. Ten years from now, gaming will surely take up a greater portion of our lives. Both content-wise and technology-wise, our efforts will continue to provide brilliant contents and necessary technology to meet gamers' lofty standards. 10-08-2006 19:31