Smilegate Announces Smile Pets, Self-developed Characters 2021-06-18

■ Smilegate develops and launches 10 Smile Pets, self-developed characters

■ Expansion beyond the game business into the character business based on Smilegate IP

[2021-0618] Smilegate Holdings (CEO Joonho Sung) announced on the 18th (Friday) that it will enter the character business with its own characters "Smile Pets". 

<Smilegate’s characters “Smile Pets”> 

In addition to game characters, Smilegate’s “Smile Pets” characters can be enjoyed by anyone. There is a total of 10 Smile Petss that are modeled after species of animals with special abilities. “Smile Pets” will be aligned with the world of Smilemates in order to convey Smilegate’s set of values to its constituents. 

<”Smilemates” who represent Smilegate’s set of values> 

According to Smilegate, it plans to empathize and comfort the MZ generation through “Smile Pets”. The MZ generation is a generation that is active in expressing themselves but are concerned about the uncertainty of the future. 

Smilegate also had a launching event for “Smile Pets” on its official Instagram. If you decipher the mysterious letter and send a direct message to the account, you will be entered to win various prizes. 

Executive VP Paek Min-jung, IP Business Development at Smilegate, said “Smile Petss were intended to be friendly. Their story is about getting used to the human world while trying to conquer it. There will be many stories that will be touching and comforting”. 

According to the Korea Creative Content Agency, the domestic character industry market is worth about 12.27 trillion won (as of 2018) and has been growing at an annual average rate of 7.8% since 2014. Smilegate will further diversify its IP business through the character industry and reinstate its position as a global IP company. 

Smilegate plans to collaborate with different brands and expand on its content business with “Smile Petss”. For more information on "Smile Pets" and launching events, visit Smile Pets’s official Instagram (http://instagram.com/iamnot.aggro).