Why Are Delivery Apps Partnering with Games?

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[Asia Economy Reporter Kim Cheol-hyun] Delivery application (app) companies are partnering with game companies to offer various content. This strategy considers the overlapping user base of delivery apps and games, especially among the MZ generation (Millennials + Generation Z). Each company is actively collaborating with games to provide unique experiences and benefits.

Woowa Brothers, which operates Baedal Minjok (Baemin), is conducting a unique one-month collaboration with Nexon's 'KartRider Rush+'. In KartRider Rush+, Baemin’s representative mascot 'Dokgo Baedari' appears as a character. The 'Mint Bike,' which is strongly associated with Baemin, has also been released as a new kart item.

To celebrate this collaboration, an event is underway. When ordering food through the Baemin app, users receive coupons that can be redeemed for Baemin collaboration items. These coupons allow players to use the 'Dokgo Baedari character' and 'Baemin Mint Bike' in the game. The Baemin app also features KartRider Rush+’s representative character 'Bazzi' visiting. When ordering food on Baemin, Bazzi appears riding the Mint Bike and shows the status from order receipt to delivery completion.

KartRider Rush+ is also hosting a 'Baemin Special Week.' Until the 20th, players who complete ranked matches riding the Baemin Mint Bike receive daily entry tickets. These tickets can be used to participate in prize events. Jo Gye-kwon, Head of Business Strategy at Woowa Brothers, explained, "Through the partnership with the popular mobile game KartRider Rush+, we are able to provide users with a unique experience."

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Yogiyo is running a collaborative event with the mobile casual board game 'Modoo Marble.' This event, running until the 20th, offers popular franchise brands at discounted prices during specific periods. Participating brands include ▲Cheogajip Yangnyeom Chicken ▲Domino’s Pizza ▲Samcheop Bunsik ▲Twosome Place ▲Mexicana ▲Pizza Alvolo ▲Tous Les Jours ▲Geoljag Tteokbokki, totaling eight brands.

During the event, all Yogiyo customers who access 'Modoo Marble' receive a coupon pack worth 8,000 KRW, offering 2,000 KRW discounts per brand with no usage limit. Participants can join the event twice per week, and by participating in all events, they can receive a total discount coupon pack worth 16,000 KRW.

During the same period, Yogiyo’s year-round consumer discount program 'Today’s Discount' is also applied to the coupon pack brands, allowing event participants to receive overlapping discounts. Additionally, a '7% discount coupon' usable regardless of game participation is provided.

Yogiyo is also holding an event where players can win Modoo Marble game items through a lottery based on the number of stamps collected by ordering from the event brands with automatic discounts applied. By clicking 'Participate' on the event page within the Yogiyo app and selecting the relevant brand to order, stamps are automatically accumulated. Woo Jae-hoon, Head of Partnership Marketing at Yogiyo, said, "We will continue to strive to deliver delicious everyday pleasures and strong discount benefits through more diverse channels."

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