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From Nov 14th to 17th, G-STAR 2024 was held at BEXCO in Busan, Korea. This year, G-STAR is celebrating its 20th Anniversary and making the scale its largest ever, with over 3,300 booths and 1,300 major Korean and international game companies from 44 different countries. The event attracted an estimated 215,000 people over the four pivotal days, including over 2,200 B2B visitors.

In addition to the booth sessions, G-CON (the conference arm of the event) presented 42 sessions, comprising of four keynotes and 38 general sessions conducted by industry experts. The concurrent G-STAR Indie Showcase 2.0 and G-STAR Indie Awards highlighted indie game developers' works, fostering creativity and talent in the gaming realm.

Here’s a quick recap of what �й�Pվ got up to at G-STAR 2024 and some key takeaways for the industry. 

�й�Pվ’s booth in the B2B hall

2024 marks �й�Pվ's second year with a booth presence at G-STAR, where we got to share key industry insights and make new connections. During the three-day B2B session, we had the chance to connect with over 300 industry professionals discuss the power of loyalty to drive accelerated mobile game growth. 

3 key trends discussed at G-STAR 2024

1. Cross-platform expansion

This year saw a surge in titles designed for mobile, PC, and console platforms, offering players a seamless gaming experience across multiple devices. Looking ahead, we anticipate a rise in open-world games that provide players with greater freedom and immersive gameplay. 

One example of this cross-platform move is MONGIL: STAR DIVE, an action RPG announced at G-STAR 2024 that will be released on Android, iOS, and PC in the latter half of 2025.

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2. Evolving global publishing strategies and user acquisition trends

Mobile publishers continue to prioritize expanding into Tier 1 regions, particularly the United States. Initial user traffic drives primarily through volume marketing campaigns within the first month of a game's release. Following this initial burst, publishers are shifting their focus towards performance-based campaigns, emphasizing measurable ROI and efficient ad spend for sustained growth.

👀 Related reading: How Treeplla succeeded in the US market and improved D30 retention by 70% with �й�Pվ

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3. The rise of reward platforms and data-driven decision making

With the growing popularity and proven success of reward platforms, ROI-driven performance measurement has become the cornerstone of mobile game marketing. Publishers are leveraging benchmark insights and analyzing data from similar genres and competitors to set realistic goals and maximize returns.

👀 Related reading: Mobile gaming trends: 3 data-backed predictions for growth in 2025

Stay tuned for more events in 2025

While G-STAR 2024 may mark the end of �й�Pվ’s global gaming event season of the year, we have a packed schedule for taking loyalty on the road in 2025. 

Didn’t catch us this year? Subscribe to our newsletter in the sidebar or to stay tuned about where you can find us next. 

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2. Sal Romano, "," Gematsu, Nov 2024