MOBIRIX

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MOBIRIX, listed on the KOSDAQ in this month... Expansion of Mid-core games

관리자 2021.01.11


Book building between 14th and 15th,  public subscription scheduled between 19th and 20th… Desired public offering price range from 10,500 (KRW) to 14,000 (KRW)  

MOBIRIX’s listing on the KOSDAQ market this month, in addition to that it will take a new step forward, such as reinforcing the mid-core area from a casual focus.


On the last 11th, C.E.O(Joong-su Lim) held an online conference and announced its future growth strategy and vision for listing on the KOSDAQ market.


MOBIRIX targets to the listing in this month, and ‘Korea Investment & Securities’ is charge as the lead under writer.

 

Total number of public offering stocks are 1.8 million and its price desired range is from 10,500 (KRW) to 14,000(KRW). Planned to determine the public offering price through book building for two days on the 14th and 15th, and the public subscription is scheduled on 19th and 20th.

 

The expected public offering amount is between 18.9 billion (KRW) and 25.2 billion (KRW). The funds inflow from the public offering will be used for

1.     Game development costs to expand mid to long-term new lineups

2.     Investment in excellent game developers and studios for synergy from external sourcing

3.     User data analysis advancement development costs.

 

CEO, Joong-su Lim said, “By listing on the KOSDAQ, MOBIRIX plans to secure the cost of maintaining existing games and developing new games to lay the foundation for global marketing resources to expand customers”.

 

In 2019, Mobirix achieved sales of 40.34 billion (KRW), operating income of 7.43 billion (KRW), and net income of 6.18 billion (KRW).

 

Based on third quarter of the last year, sales had increased by 7.85% compared to the same period of the previous year to 32.9 billion (KRW). Operating income increased 52.28% to 7 billion won, and net income also increased 58.86% to 5.,9 billion won, continuing earnings growth.



임중수 모비릭스 대표.

[C.E.O: Joong-Su Lim]

 

MOBIRIX has converted as corporation in 2007, since it was founded in 2004. It has focused on developing and publishing casual mobile games. Currently, 200 games are servicing in globally through Google Play and Apple App Store. The major titles include 'Brick Breaker Quest', 'Marble Mission', 'Cell Expansion War', 'World Football League', 'Hit & Knock down', 'Zombie Fire', 'Fishing Hook' and 'Snow Bros. classic'.

 

Through this, MOBIRIX achieved 21 million new users per month and more than 7 million active daily users. On average, approximately 50 million users play its games per monthly.

 

MOBIRIX secures stability on growth of sales based on its huge number of users along with 200 games, at the same time using these users on a marketing strategy through internal cross promotion and advertisement on SNS.

 

Cross promotion is a marketing method that promotes similar genres within a company's game, and users can be secured without additional cost. In addition, a marketing plan that exposes a new feed on the Facebook page and exposes the new work on a YouTube channel with about 200,000 subscribers is also showing a successful attracting effect.

 

MOBIRIX is sustainable growth by establishing a stable business model compared to hardcore games, and aims to continue a solid growth trend by attracting new customers.

 

As global publisher, it secures users from North America, Europe, Asia, and various countries, thus the 91% of company’s sales are generated by foreign countries. The sales structures of MOBIRIX are platform-based advertising revenue 63%, in-app payment 33%, and others 4%.

 

The company has continued to grow by specializing in the mobile casual genre. The biggest feature of the casual game market is the high accessibility of women and the elder. Also, it can be played on low-end devices, therefore it has the advantage of being in high demand in relatively inferior areas on hardware performance and Internet environments.

 

Therefore, it can be evaluated that expect a steady increase in sales and number of users in a market with high growth potential in the future. 

 

 

MOBIRIX plans to constantly release new games based on its casual game development capabilities, while also introducing a number of mid-core games. It aims to increase in-app sales by strengthening the mid-core game group through M&A and publishing with excellent developers in the future.

 

 

MOBIRIX is implementing balanced ad sales and in-app sales by applying ad platforms to many casual and mid-core games. Structure of the advertising platform sales in which advertisements are exposed on the in-game screen and paid as advertisement fees, accounts for about 63% of the company's total sales.

 

Also, in-app payments that occur when users purchase in-game goods account for approximately 33% of the total sales. The company plans to increase the mid-core lineup and the proportion of in-app payment sales.

 

MOBIRIX plans to launch a number of new games in this year, including 10 developed games by itself and 8 games from outside of the company. A number of mid-core games were included along with the massive release of casual games related to company’s strength.

 

The company has converted classic arcade games such as 'GUNBIRD 2 classic' and 'STRIKERS 1945 3 classic' in mobile, and the games using Japanese IP have already been released last year. In addition to that Mid-core games such as 'Dungeon Knight: 3D Idle RPG (Global)’, 'Random Turret Defense' Cell Expansion War RPG', and 'Tower Defense 2' are also about to be released.

 

Mid-core games that are in the middle of monotonous casual games and hardcore games requiring complexity with a long play time. It is a video-based game genre that contains higher-level fun elements than casual games and consumes less data than hardcore games. In addition, revenue generation is also characterized by in-app payments and advertising platform sales.

 

MOBIRIX aims to improve overall sales by increasing average sales per users (ARPU) of in-app sales through M&A and publishing by leading mid-core developers.

 

In a meeting, CEO Joong-su Lim said that “MOBIRIX has the advantage of being able to develop games within a short period of time compared to other companies. We have skilled researchers and long development experience in casual games, so we have development advantage, moreover we will continue to launch new games in rapidly changing market trends to improve sales.”

 

 

 

tgdaily ejohn@tgdaily.co.kr

 

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