1988 Retro Game Tycoon - Chapter 73



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Episode 73 – The Icon of Youth Culture

“If you look at this chocolate commercial, there is no mention of sweet or delicious anywhere. There is only a woman in love with a man whose face is not visible, who looks cool just from his coat, and chocolate. Add to this the image of the youth star Lee Mi-young, and it only conveys the feeling of love. And love is very sweet.”

I said, pointing to the magazine ad.

“We want to use this kind of advertising strategy too. Focusing on image and feeling rather than function.”

“I…, sir. If I may dare to say something, I fully understand your desire to make a sophisticated advertisement. However, I think that a game console advertisement is fundamentally different from a chocolate advertisement.”

“Why do you think so?”

“That is… chocolate is a sweet food, and it is good for lovers to give each other as a gift, so the images are naturally connected, but games are not like that. Games are still centered around children, and they also have a strong sense of high-tech devices and home appliances, so I think they don’t go well with such soft emotions.”

“You are very precise, Manager Park.”

“yes?”

“That’s exactly why I’m trying to do image advertising. I want to change the perception, prejudice, and image of such games.”

I just picked up a prototype game pocket.

“We are making a lot of money from games, and large companies are entering the game industry one after another, but what is the perception of games? Even then, they are just for kids, something kids play. Arcades are dark and have a bad image. I want to break that image, and I absolutely have to break it. My goal is not to sell game pockets to people who like games.”

At my words, not only the people at Myeongseong Planning but also everyone in the conference room was in an uproar.

“What if you say that you don’t sell game consoles to people who like games…?”

“I want to sell Game Pocket to people who aren’t interested in games. To make Game Pocket the first popular game console for the general public in Korea. That’s my real goal.”

While developing Game Pocket, I often found myself lost in deep thought.

The Game Pocket is definitely a good game console, and the Game Pocket version of is also not shamefully made.

But can this really be enough to succeed? When I asked myself the question, my answer was no.

It would never have been possible to succeed with just the handful of gaming fandoms that exist in Korea right now.

First of all, the parameters are too small. Even if you turn the hope circuit to full capacity and set the maximum, the limit will probably be around 300,000 units.

In Korea now, selling just that much would be a great deal, but it would barely be enough to avoid a deficit.

If they were satisfied with that, there was no point in ambitiously involving Myeongseong Electronics in starting a portable game console business.

“Game Pocket will succeed only if it attracts not only people who like games, but also people who are not interested in games at all. This is not enough with just the quality of the game console and the fun of the game. No matter how fun the game is, people who are not interested will not know about it.”

People nodded heavily at my words.

If you can’t sell to people who like games, there’s only one way: you have to make people with purchasing power but who aren’t interested in games your customers.

“We need a new image. People like Im Ji-young are playing games with Game Pocket. Games aren’t just for kids. Games are actually good. I want to try it too. We need to create a feeling that comes naturally.”

“Hmm… I think I understand what you mean. But it seems like it won’t be easy.”

“It will probably be even more difficult than the return of the stars, because it involves changing people’s minds.”

“Working at Starbeat has never been easy, but somehow it feels like it’s getting harder and harder. Hehehe!”

When Manager Park laughed, the people at Myeongseong Planning laughed along. Thanks to that, the heavy atmosphere became a little lighter.

“They’re using a young star like Im Ji-young as a model for a game pocket advertisement. It’ll definitely stand out.”

“In fact, if you look at the advertisements for game consoles and computers these days, if you remove the branding, they are all so similar that you can’t tell who’s advertising it is. It’s as if they’ve all conspired. We can’t be like that.”

At that time, game advertisements were all similar, as if someone had created a formula.

First, place a large photo in the center. Place photos of surprised or happy children around it. Or, place exaggerated character images.

If you add bold letters with phrases like “cutting edge,” “enjoyable for the whole family,” and “a world of mysterious adventure,” the advertisement is complete.

Even advertisements for small and medium-sized businesses, as well as large corporations, could not escape this feeling.

I guess that’s partly because the primary targets were children and teenagers.

But even across the sea, in Japan, they even featured Seiko Matsuda, the biggest idol of the time, in an advertisement for the MSX computer.

It’s safe to say that they never thought of any other way to make the advertisement.

“I don’t plan on emphasizing the fun of the game in the advertisement. After all, is a game that everyone knows. As long as it is revealed that it is a portable game console, that’s enough. The important thing is that the game pocket should give the feeling of being a symbol of youth. We need to create a new trend centered around college students and 20-something office workers. That’s the key.”

Just because an ad is sophisticated doesn’t mean the product will be successful.

But the power of the image that TV commercials project onto a product is enormous.

Through Return of the Stars, I have already experienced how powerful the mass media called TV is in this era.

For game pockets to gain popularity beyond their traditional target audience, they need to become popular among young people in their 20s.

We are now approaching the 90s, a time when people value their individuality.

Starbeat should take the lead in making games a play culture for people in their 20s. Children will be more likely to follow suit if their older siblings do it.

“We decided on Im Ji-young as the model. She fits the feeling we’re going for, and what’s even better is that Im Ji-young is still a student. She gives off a mature feeling like an adult, but she’s still a student, so she can encompass college students, office workers, and even students.”

“Okay. Then I will make sure to cast Im Ji-young as my top priority.”

After finishing the meeting with Myeongseong Planning and Game Pocket TV advertisement, AD Choi Han-il said.

“But, is that really okay?”

He looked a little worried.

“I was careful with my words earlier, but I have some concerns. If we were to use Im Ji-young as a model for the game pocket advertisement, it would certainly be a very refreshing advertisement. However, such emotional advertisements would be effective only when people have some knowledge about the product.”

“Yes, it is an adventure, actually.”

I also did not deny AD Choi Han-il’s point.

GamePocket was a product that had just been introduced to the world. Naturally, its previous recognition was zero.

“I wouldn’t have been so bold if it weren’t for . People don’t know about Game Pocket, but most people know about , right? At least they’ve heard the name. I’m going to trust that.”

“hmm···.”

“If we want to do it smoothly, we can do it smoothly. However, we are still far behind in terms of capital compared to Hyunmyeong, Oseong, and Jewoo. We don’t have any strong partners like Nintendo or Sega. The only thing we can trust is the game, and fortunately, the game’s recognition is quite high. I will try to believe in the power of the game we created.”

“It seems like the relationship has changed. Usually, when an advertising company says to go hard, the client says not to go too far and to go a little safer, and that’s how advertising work goes.”

“We are not ordinary clients. Rather, we need to go one step ahead of advertising agencies. That’s why we hired someone like you, AD.”

“That’s right. I guess I’m still not used to it. I’ll try to be even more bold.”

Hyunmyeong Electronics began to aggressively increase its influence by importing Nintendo game consoles.

Jewoo Electronics, which has maintained its position as the number one company in the Korean game market by developing Jemix, is currently developing the next-generation Jemix.

And Oseong Electronics, which plans to import Sega game consoles.

In the gap between these three, if we are to advance under the most unfavorable conditions, we must move boldly and without hesitation.

As I was holding meetings with Myeongseong Planning and Advertising, my marketing strategy became more clearly organized in my head and I began to develop more specific ideas.

Globally, during the 80s and 90s, when gaming culture was at its infancy, video games were a form of play for young people.

Games are different from previous novels, comics, music, movies, and animations, but at the same time they are an integration of all of them.

I thought back to my childhood.

For me, the game was a surprise and simple pleasure at first, but as time went on, the game expanded more and more.

Games were my imagination, my growth, my inspiration, and my friendship. Sometimes, they were a liberation from schoolwork, and sometimes they were a rebellion and resistance against the older generation.

As games have become more advanced and complex, I have grown along with them.

I am so grateful for the games that filled my young, immature years.

If I didn’t know about games, I would probably be a completely different person. I don’t know what kind of person I would be if I didn’t know about games, but I don’t think I would be a better person than I am now.

I want to share the joy and happiness I felt with as many people as possible.

This doesn’t mean that you have to live a life where games are everything like me. I just want to lower the threshold as much as possible so that people can accept the new culture of games with a more open mind.

“That’s what I really wanted to do.”

I want to make games an icon of youth culture in the coming 90s.

It wasn’t just about making a fun game, making it a hit, becoming a huge success, and making a lot of money.

I want to dedicate the games that taught me about the world and filled my youth to more people in this era.

That was the real dream I wanted to achieve.

I had successfully taken my first steps with and . Now it was time to truly approach my dream through Game Pocket.

I was working on an advertising storyboard based on the premise of using Im Ji-young as a model when I received a call from Manager Park.

“Sir, I’m talking to Im Ji-young’s mother. It seems like she’s having some concerns because it’s a game console.”

“That’s possible. Then, double the model fee so that she doesn’t have to worry.”

“Yes? Double it? Is it really necessary to go that far?”

“Of course. But please extend the contract period. Also, please include many additional options, such as photoshoots for printed materials such as magazine or newspaper advertisements and various interviews.”

“all right!”

There is no need to waste energy by needlessly pushing and pulling while you are already assuming that you will use Im Ji-young and even creating a storyboard.

If there’s one thing I’ve realized since waking up from a wealthy family, it’s that the quickest and cleanest way to solve anything with money is to just use money.

It is much more beneficial to invest the time and emotion saved by solving the problem with money into work.

“The recruitment has been completed, sir.”

In this way, model recruitment was resolved quickly and a date for the advertisement shoot was set.

I headed to the filming location to check out the scene, cheer on the cast, and see Im Ji-young at the same time. The filming crew was busy setting up cameras and lights.

Under the guidance of Manager Park, I first greeted the CF director and key staff. The CF director had a beard and at first glance, he looked like a Taoist monk.

“The storyboard is really great. I heard that the CEO himself directed it. I will make it perfect for you.”

But he was the most capital-friendly director in the world, who exuded confidence while not being too excessive in his praise for advertisers.

After greeting the CF director, I went to greet the commercial model, Lee Mi-young.

I didn’t realize it, but I was a little nervous and my palms were sweaty.

I never thought I would become an advertiser and meet the greatest youth star of this era, Lee Mi-young. Life is truly unpredictable.

I approached actress Im Ji-young, who was studying poses in front of a mirror.

The moment she turned to me, I thought the world had stopped for a moment.

Eighteen, Im Ji-young’s beauty was not human. She was wearing a custom-made Golden Sun Flag baseball jacket and smiling at me, and for a moment, as if a blue screen had appeared in my head, I couldn’t think of anything.

“Who are you? Isn’t it illegal for just anyone to come and go here?”

But then an old woman suddenly blocked my view and asked with a frown.

“Oh, this person is our advertiser, CEO Namjun Seo.”

“Huh? Oh, I didn’t know about this and made a mistake. I’m sorry. But how can the boss be so young?”

Oh, it was Yim Ji-young’s mother. Well, it was a time when management wasn’t yet systematic, so family members often did things on her behalf.

“Are you really the boss? We don’t seem that much older than each other.”

Im Ji-young also stared at my face with a surprised expression, and at that moment, I faced a second crisis where I almost became the head of the ancient dragon.

But I managed to regain my senses and answer by regaining my fading memory.

“There really isn’t much of an age difference between us. My younger sister is the same age as Im Ji-young. She’s usually shy, but she’s become really prickly these days, maybe because she’s a senior in high school.”

“Still, you have to understand and do a good job.”

“Yes, I exercise my patience to the max every morning.”

Im Ji-young covered her mouth and laughed out loud at my lame joke.

They say that high school girls are at an age where they laugh out loud just by looking at falling leaves, and I guess that’s true. But why is my younger sister, Subin, like that?

“I’m trying out this game pocket. How do I do it? It’s fun, but I think it’s a bit difficult for me.”

“It’s easier to do this if you know what kind of team and players you have. Since we haven’t filmed yet, should I give you a brief lesson? Is that okay, Mom?”

“Oh, what is your mother? Please do so. Miyoung, I’ll go to the car for a moment. I think I forgot my cosmetics.”

After Yim Yeong’s mother left, I sat next to Yim Yeong and explained how to play the game.

“If you watch the ball flying towards you and swing at the perfect timing···!”

“Wow! That’s amazing! I’m not very good at it.”

“If your hitting rate is high, even if the direction or timing is a little off, your chances of hitting a hit or a home run increase.”

“Oh, that’s it. That’s interesting. Now I kind of understand how to do it. By the way, can I ask you something?”

“Yes, what is it?”

“Do I have to return this game pocket after filming? I want one too.”

“No. Of course you can take it. Take the Golden Sun Flag baseball jacket and hat as well. They were made to fit Im Ji-young anyway.”

“Is that really okay?”

“Of course. When the official release of Game Pocket comes out, I’ll send you about 10 more. Share them with people around you and play with your friends. This can be played with two players, too.”

“Thank you!”

“Okay, now let’s start filming!”

“I have to get up so I don’t get in your way anymore. Please take care of the filming today.”

As we started filming in earnest, I stayed behind the director and actors to make sure there was no confusion.

TV commercials are no longer than a minute, but the filming itself is boring. This is because the same scene is filmed over and over again with slightly different feelings.

I watched the CF filming through a separately provided monitoring screen.

An important CF that creates the first image of the game pocket.

The moment filming began and Im Yeong-i was captured on the monitoring screen, I felt a sense of relief.

It was more than I had hoped for.

I don’t think there will be any worries about CF.