Nexon is collaborating with the Lotte Group to expand the offline presence of its flagship intellectual property (IP), MapleStory, in the Jamsil area. Following the introduction of the themed space "Maple Island" at Lotte World Adventure in April, they have now launched a large-scale exhibition and pop-up store at Lotte World Tower and Seokchon Lake. This initiative aims to enhance the experiential content of the long-running IP, which has been in service for 23 years.
On May 22, Nexon and Lotte Group kicked off the offline event "Maple Attack! with Lotte" at Lotte World Tower and Seokchon Lake. Visitors to the area around Lotte World Mall in Jamsil were greeted by a vibrant display of MapleStory characters. Even in the early hours, many people were seen taking photos in front of a large "Orange Mushroom" art balloon set up at Seokchon Lake.
The grassy area next to Lotte World Tower featured various interactive experiences for attendees. One highlight was the "Henesys Jump King" mini-game, where participants could jump on a trampoline to control a character on a large screen.
By linking the "Maple Hands+" app, users could participate with their actual game characters, allowing both MapleStory players and the general public to enjoy the activities. Other attractions included a photo event where participants could hunt "Zombie Mushmom" using weapon props and capture the moment with Polaroid photos, as well as a "Bubble Shower Time" where bubbles were sprayed on-site.
While the existing Maple Island at Lotte World focused on ticketed attractions, this outdoor exhibition is notable for its accessibility to the general public visiting Jamsil.
The presence of MapleStory characters in the Jamsil area is significant for the Lotte Group, as it helps attract visitors. By connecting key locations such as Lotte World Tower, Seokchon Lake, Lotte World Mall, and Lotte Cinema with the MapleStory IP, they aim to increase visitor dwell time.
The draw of Maple Island has already been confirmed. According to Nexon and Lotte World, attendance at Lotte World Adventure increased by about 20% in April compared to the week before the opening of Maple Island. This figure also represents a 5% increase compared to the same period last year, indicating that the presence of MapleStory fans has positively impacted visitor numbers.
MapleStory is highly regarded as a valuable IP for collaboration in the retail sector, particularly due to its strong user base among those in their 20s and 30s. Launched in 2003, the game has evolved from a teenage audience into a consumer base with significant purchasing power, leading to effective offline collaboration strategies.
The expansion of "Maple Attack! with Lotte" into outdoor exhibitions, pop-up stores, Uniqlo, Lotte Wellfood, 7-Eleven, and Lotte Cinema reflects this trend. The exhibition spans not only outdoor spaces like the grassy area but also extends into Lotte World Mall, where MapleStory merchandise is featured alongside products from Uniqlo and 7-Eleven.
The Lotte Group has also integrated the MapleStory IP into its retail and content subsidiaries, expanding into various sectors such as fashion, food, and film.
At Uniqlo, a custom event called "UTme!" featuring MapleStory characters is being held, while limited-edition products from the collaboration with Lotte Wellfood are available through convenience stores, supermarkets, and online channels. This strategy aims not only to increase foot traffic to Lotte World Mall but also to drive actual sales.
This is not the first time Nexon and Lotte have collaborated using Nexon's game IP. In 2021 and 2022, they partnered on the "KartRider" IP at Lotte World, and last year they expanded their collaboration to include MapleStory and "Dungeon & Fighter," confirming the influence of gaming fandom.
This exhibition is part of a series of MapleStory events that will continue through next month. Nexon plans to hold a regular showcase for MapleStory next month and will release the animated film "Dear My Hero," based on the MapleStory IP, through Lotte Cinema.
A Nexon representative stated, "We are seeing the benefits of expanding offline connections with users through our collaboration with the Lotte Group. If there are opportunities for the MapleStory IP to expand in various forms and meet users in offline spaces, we will continue to hold related events."
* This article has been translated by AI.
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