IRKOM Brief

This study empirically analyzes how gamification and global localization strategies have been successfully applied across different industries through the cases of the K-pop dance game Audition and the running app RunDay. Audition engaged users through K-pop content, avatar customization, and community systems, and expanded into a global cultural content brand by executing localized strategies in Southeast Asian markets. These strategic elements were later adapted to RunDay, contributing to sustained user participation and engagement in the healthcare sector.

In the first year, the research focuses on Audition’s domestic success, examining how gamification elements influenced user loyalty, and investigates its distribution and localization strategies in key overseas markets such as Vietnam and China. The study adopts a mixed-methods approach, combining qualitative interviews with developers and users, and quantitative analysis using surveys and operational data to evaluate the relationship between user immersion and performance outcomes. With access to internal T3 data and field sites, the research will delve deeply into the strategic planning behind both cases, applying industry-specific analytical tools.

This study demonstrates the strategic flexibility and cross-industry scalability of content-based Korean companies, offering insights into their global expansion strategies. It aims to develop multilingual educational cases and visual content for use in professional training. Additionally, it will provide empirical data to government agencies for copyright policy support and contribute academic papers on gamification and platform strategy to domestic and international journals.