DELABS Games Korea Market Entry Case Study
Successfully launched DELABS Games in Korea through strategic community building, KOL partnerships, and innovative messenger-based gaming approach, achieving 15,000+ active community members and successful token listing within 11 months.
Project Overview
Executive Summary
DELABS Games is a Web3 gaming platform subsidiary of Korean game company 4:33, founded by former Nexon chairman Kwon Jun-mo. The project focused on Web3 mass adoption through messenger-based gaming on Telegram and LINE platforms, successfully launching in Korea from September 2024 to July 2025.
Project Background
As a blockchain gaming subsidiary backed by established gaming industry expertise, DELABS Games positioned itself as a bridge between traditional gaming and Web3, leveraging messenger platforms for enhanced accessibility and targeting both crypto enthusiasts and mainstream gamers.
Key Objectives
- Establish strong Korean community presence for Web3 gaming
- Build trust through founder credibility and gaming industry expertise
- Successfully launch $DELABS token on Korean exchanges
- Create sustainable community ecosystem for long-term growth
- Bridge traditional gaming users to Web3 ecosystem
Target Audience
Existing Game Users
Traditional gamers transitioning to Web3 gaming platforms
Korean Crypto Community
Early adopters and crypto enthusiasts in Korean market
Nexon/4:33 Fans
Existing fan base from previous gaming successes
Web3 Newcomers
Mainstream users seeking accessible Web3 entry points
Key Differentiators
Strategic Approach
Phase 1: Market Analysis
September - November 2024
- • Target audience segmentation
- • Competitive positioning
- • Initial brand awareness
- • Foundation building
Phase 2: Community Formation
December 2024 - February 2025
- • KOL partnership network
- • Telegram community building
- • YouTube content strategy
- • Trust-based relationships
Phase 3: Large-scale Events
March - May 2025
- • Quadruple airdrop campaign
- • 17 KOL collaboration
- • Cross-project partnerships
- • Massive user acquisition
Phase 4: Pre-listing Push
June - July 2025
- • Token listing preparation
- • Final marketing push
- • Community excitement peak
- • Successful launch
Marketing Channel Strategy
Primary Channels
Telegram KOL Network
22 influencer partnerships with tiered approach
YouTube Content
Gaming-focused creators with 50K+ subscribers
Blog Marketing
36 Naver blog posts for SEO and awareness
Supporting Channels
Media Relations
16 press releases across crypto and general media
Offline Events
Web3 Gaming Night Out with 500+ attendees
Community Events
Airdrop campaigns and engagement activities
Implementation Details
Phase 1: Market Analysis & Brand Building (Sep-Nov 2024)
News PR Strategy
General Media Campaign
6 major media outlets coverage
- • Focus on Kwon Jun-mo's gaming industry legacy
- • Project vision and investment news
- • Gaming industry credibility establishment
Crypto Media Focus
4 specialized crypto publications
- • Token economics and technical differentiation
- • Roadmap announcements and milestones
- • Crypto investor audience targeting
Blog Marketing Launch
Naver Blog Strategy
20 blogs with diverse content approach
- • Project introduction and background
- • Web3 gaming trend analysis
- • Investment outlook and potential
- • SEO optimization for key terms
Phase 1 Results
Basic brand awareness established in gaming and crypto communities
Phase 2: Community Ecosystem Building (Dec 2024-Feb 2025)
Premium KOL Partnerships
Lead KOL: Moon Yu (@moonyu92)
- • 15,000+ high-quality Korean Web3 followers
- • In-depth project analysis and investment perspectives
- • "Korean Community Care" strategy promotion
- • Long-term partnership and trust building
Mid-tier KOL Network
- • 3 mid-level Telegram influencers
- • 5,000-8,000 subscribers each
- • Specialized roles: token analysis, airdrop info, game reviews
- • Multi-layered community formation
YouTube Content Strategy
Gaming Creator Collaborations
- • 2 major gaming YouTubers (50K+ subscribers)
- • Gameplay videos and token economy analysis
- • Investment outlook and potential coverage
- • Web3 gaming entertainment and profitability focus
Phase 2 Results
10,000+ active community members, established KOL network
Phase 3: Quadruple Airdrop Rumble Racing Star Event (Mar-May 2025)
Massive KOL Mobilization
17 Total Influencers
- • 5 large KOLs (10K+ subscribers each)
- • 12 medium KOLs (3K-7K subscribers each)
- • Partnerships with XAI, PIXELVERSE, JAMBO
- • Coordinated campaign execution
7-Step Mission Structure
- • Rumble Racing Star registration
- • Galxe event page participation
- • Daily roulette engagement
- • Multi-platform social missions
- • Jambo Korean Telegram joining
- • Pixelverse gameplay
- • Final Google Form submission
Korean User Support
- • VPN bypass solution guides
- • Complete Korean language support
- • 24/7 Telegram assistance
- • User-friendly participation guides
Phase 3 Results
8,000+ Korean participants, 15,000+ total community
Phase 4: Pre-listing Final Marketing Push (Jun-Jul 2025)
Listing Announcement Campaign
Crypto Media Blitz
- • 4 major crypto publications simultaneous coverage
- • Coinone listing confirmation news
- • Global exchange expansion plans
- • Binance Alpha potential inclusion
Premium KOL Final Push
- • 2 top-tier influencers (20K+ premium investors)
- • In-depth listing analysis content
- • Investment outlook and price prediction models
- • Community excitement maximization
YouTube Listing Special
Special Feature Content
- • 2 major channels listing special episodes
- • Comprehensive project evaluation
- • Investment guides and long-term outlook
- • Gaming industry expert perspectives
Phase 4 Results
Peak community excitement, successful token listing achievement
Results & Impact
Quantitative Results
Community Growth
Active Korean Telegram community members
Event Participation
Korean participants in quadruple airdrop event
Content Reach
Total cumulative article views and content reach
Media Coverage
Total press releases across general and crypto media
Marketing Channel Performance
Token Launch Success Metrics
Exchange Listings
Successfully launched on Korea's major exchange with simultaneous global listings on Gate, MEXC, and others
Community Loyalty
High community retention post-airdrop with minimal selling pressure and sustained engagement
Market Recognition
Established as leading Web3 gaming project in Korea with messenger-based innovation recognition
Implementation Timeline
September 2024: Foundation & Market Analysis
CompletedTarget Market Research
- • Existing game user analysis and Web3 transition potential
- • Korean crypto community early adopter identification
- • Nexon/4:33 fan base mapping and engagement strategy
- • Web3 newcomer accessibility requirements assessment
Initial Brand Positioning
- • Kwon Jun-mo credibility leveraging strategy
- • Messenger platform differentiation messaging
- • Korean-first approach communication framework
- • Web3 Gaming Night Out event (500+ attendees)
October-November 2024: Content Foundation
CompletedMedia Relations Launch
- • 6 general media outlets coverage establishment
- • 4 crypto specialized publication partnerships
- • Founder story and project vision messaging
- • Gaming industry credibility building
Blog Marketing Initiation
- • 20 Naver blogs with diverse content angles
- • SEO optimization for key search terms
- • Web3 gaming trend analysis content
- • Investment outlook and potential coverage
December 2024-February 2025: Community Ecosystem
CompletedKOL Partnership Network
- • Moon Yu (@moonyu92) premium partnership
- • 3 mid-tier KOL network establishment
- • Korean Telegram community channel setup
- • "Korean Community Care" strategy implementation
Content Strategy Expansion
- • 2 major gaming YouTuber collaborations
- • Gameplay and token economy analysis videos
- • Community growth to 10,000+ members
- • Trust-based relationship building focus
March-May 2025: Quadruple Airdrop Campaign
CompletedMassive KOL Mobilization
- • 17 total influencers coordinated campaign
- • XAI, PIXELVERSE, JAMBO project partnerships
- • 7-step mission structure implementation
- • VPN bypass and Korean language support
Community Expansion Results
- • 8,000+ Korean participants acquired
- • Total community growth to 15,000+ members
- • 16 blog posts supporting campaign
- • 2 crypto media success story coverage
June-July 2025: Pre-listing & Token Launch
CompletedFinal Marketing Push
- • 4 crypto media simultaneous listing coverage
- • 2 premium KOL final analysis content
- • YouTube listing special episodes
- • Community excitement peak achievement
Successful Token Launch
- • July 28, 2025 Coinone listing success
- • Multiple global exchange simultaneous launch
- • Community retention rate above 90%
- • Market recognition as Web3 gaming leader
Key Success Factors
Trust-Based Marketing
Founder Credibility Leverage
Kwon Jun-mo's Nexon legacy provided immediate trust and credibility in the Korean gaming market, differentiating from typical crypto projects.
Verified KOL Partnerships
Moon Yu and other established Korean Web3 influencers provided authentic project analysis rather than paid promotional content.
Community-First Token Distribution
25% token allocation to community rewards demonstrated genuine commitment to user value over short-term profits.
Strategic Phased Approach
Systematic 4-Phase Execution
Clear progression from awareness building to community formation, large-scale events, and successful token launch.
Optimal Channel Mix
Balanced approach combining trust-building (PR), community formation (Telegram), content expansion (YouTube), and SEO (blogs).
Performance-Based Scaling
Each phase built upon previous success, with metrics-driven optimization and resource allocation.
Korean Market Specialization
Cultural Localization Excellence
Complete Korean language support, VPN bypass guides, and understanding of Korean crypto community dynamics.
"Korean Community Care" Strategy
Exclusive focus on Korean users created sense of special treatment and community pride among participants.
Messenger Platform Innovation
Telegram and LINE integration aligned with Korean user preferences for messenger-based services.
Innovation & Differentiation
Technical Innovation
Messenger-Based Gaming
Revolutionary approach using Telegram and LINE as gaming platforms, removing Web3 complexity barriers.
Accessibility-First Design
No wallet setup or DeFi knowledge required, enabling mainstream user adoption.
Cross-Platform Integration
Seamless experience across multiple messenger platforms and gaming environments.
Marketing Innovation
Quadruple Airdrop Campaign
Complex multi-project partnership event with 7-step missions and 17 KOL coordination.
Tiered KOL Strategy
Premium, mid-tier, and micro-influencer coordination for maximum reach and authenticity.
Offline-Online Integration
Web3 Gaming Night Out event bridging digital community with real-world networking.
Strategic Insights & Future Applications
Key Learnings
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Founder Story Power
Kwon Jun-mo's gaming industry legacy provided immediate credibility that typical crypto projects lack, demonstrating the value of established industry expertise in Web3 ventures.
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Community-First Token Economics
25% community allocation policy created genuine loyalty and long-term holding behavior, proving that generous community rewards drive sustainable growth.
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KOL Ecosystem Organic Development
Moon Yu and other KOLs evolved from paid partnerships to genuine project advocates, showing the importance of authentic relationship building over transactional collaborations.
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Messenger Platform Innovation
Telegram and LINE integration successfully bridged Web3 complexity gap, proving that familiar interfaces can accelerate mainstream adoption.
Strategic Recommendations
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Leverage Industry Credibility
Projects with traditional industry backgrounds should prominently feature founder expertise and previous successes to build immediate trust in skeptical crypto markets.
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Implement Phased Community Building
Start with awareness and trust building, progress to community formation, scale with major events, and culminate with successful product/token launches.
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Prioritize Accessibility Innovation
Remove Web3 complexity barriers through familiar platform integration and comprehensive user support, especially for mainstream market entry.
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Invest in Local Market Expertise
Deep cultural understanding, language localization, and local influencer relationships are essential for successful regional market penetration.
Applicable Strategies for Future Projects
Project Launch Phase
Leverage founder credibility, implement community-first tokenomics, establish local KOL partnerships early
Growth & Scaling Phase
Execute phased marketing approach, coordinate multi-tier KOL campaigns, integrate online-offline events
Market Expansion Phase
Maintain community loyalty through continued value delivery, expand to additional markets with proven frameworks
Ready to Launch Your Web3 Project in Korea?
Let's discuss how we can help you build a thriving Korean community through strategic KOL partnerships, innovative marketing approaches, and proven community-building techniques