International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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A Study on NaverZ's Metaverse Platform Scaling Strategy

  • Song, Minzheong (Department of Media Communication & Advertising, Hansei University)
  • Received : 2022.08.10
  • Accepted : 2022.08.14
  • Published : 2022.09.30
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Abstract

We look at the rocket life stages of NaverZ's metaverse platform scaling and investigate the ignition and scale-up stage of its metaverse platform brand, Zepeto based on the Rocket Model (RM). The results are derived as follows: Firstly, NaverZ shows the event strategy by collaborating with K-pops, the piggybacking strategy by utilizing other SNSs, and the VIP strategy by investing in game and entertainment content genres in the 'attract' function. In the second 'match' function, based on the matching rule of Zepeto, the users can generate their own characters and "World" with Zepeto Studio. However, for strengthening the matching quality, NaverZ is investing in the artificial intelligence (AI) based companies consistently. In the 'connect' function, NaverZ's maximization of the positive interaction is possible by inducing feed activities in Zepeto & other SNSs and by uploading attractive content for viral effects in the ignition. For facilitating this, NaverZ expands the scale to other continents like Southeast Asia and Middle East with the localization strategy inclusive investment. Lastly, in the 'transact' function, based on three monetization experiments like Coin & ZEM, user generated content (UGC) fee, and advertising revenue in the ignition, NaverZ starts to invest in NFT platforms and abroad blockchain companies.

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References

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