[Edaily Reporter An Yu-ri ] NEOWIZ(095660)is focusing on expanding its existing hit IPs to enhance their value. On PC and console platforms, the company is broadening sales opportunities by targeting new platforms, while on mobile, it is sustaining user interest through sequels and ongoing content updates. Additionally, it is expanding the scope of IP utilization beyond gaming through music, live performances, and merchandise.

A prime example is NEOWIZ’s action RPG *Lies of P*. Released in September 2023, the game surpassed 4 million in cumulative global sales—combining the main game and the DLC *Lies of P: Overture*. In August of this year, the company released “Lies of P: Complete Edition”—a bundle of the main game and DLC—for the Nintendo Switch 2, followed by a global physical release in October. Notably, the Complete Edition incorporates post-launch updates that enhance usability, as well as new difficulty levels and challenge modes, further refining the existing content.

Efforts to expand the IP’s potential through new genres are also continuing. The relaxing mobile idle game “Cats & Soup” is a popular IP that has recorded 80 million cumulative global downloads, and the company is broadening the scope of its existing characters and universe through collaborations and sequels. This year, through a collaboration with “Sanrio Characters,” the game featured popular characters such as “Cinnamoroll,” “Pom Pom Purin,” and “Pochacco,” and introduced a variety of content, including limited-edition costumes, furniture, and a daily login event.

Last April, the company globally launched the official sequel, “Cats & Soup: Magic Recipe,” which expands the original characters and universe into the merge genre. Unlike traditional idle games, it is centered around merge gameplay, allowing users to decorate the cats’ shared house using resources earned through gameplay. By preserving the original game’s signature warm atmosphere and characters while adding a new gameplay experience, the company has made it possible to enjoy the same IP across different genres.

Efforts to expand the IP beyond the game are also in full swing. “DJMAX RESPECT V” has been carrying out various projects—including music releases and live performances—centered around “DJMAX Entertainment,” a music label under Loki Studio. By presenting in-game music as standalone tracks and live performances, the company has broadened its scope to allow users to enjoy DJMAX music even outside the game.

Last October, the company held an offline concert titled “MIRACLE 10.10” at the YES24 Co.,Ltd Live Hall; the 1,500-seat venue sold out within five minutes of tickets going on sale. Along with the concert, the company unveiled its first official art book and organized various programs, including concert-related merchandise and fan meetups. The company is expanding the potential applications of its IP by developing its core assets—such as music and artwork—into non-game content.

The mobile RPG “BrownDust 2” is also focusing on strengthening its foundation for long-term service through continuous content updates and user engagement. To mark its third anniversary this year, the game launched the “Summer Cruise” campaign and held new content updates, collaborations, and offline fan events both domestically and internationally. At the third-anniversary carnival held in Taiwan last June, the development team met directly with local users to conduct a Q&A session and share the direction of future updates. Domestically, the company also hosted the nine-day fan festival “Salon de Port” last July, featuring a variety of hands-on programs.

Efforts to secure a new user base by bringing PC hits to the console market are also continuing. The indie action roguelike “Shape of Dreams,” published by NEOWIZ, was released on PC last year and has surpassed 1.5 million in cumulative global sales. In September of this year, the company expanded its platform reach by releasing versions for PlayStation 5, Xbox, and Nintendo Switch 2.

Recently, the gaming industry has come to view sustaining the value of existing hit titles over the long term as a key challenge, on par with developing new games. According to market research firm Newzoo’s “PC & Console Gaming Report 2026,” games released six or more years ago accounted for 54% of the total playtime for PC, PlayStation, and Xbox games last year. In contrast, games released that same year accounted for only 13%. This demonstrates that maintaining user interest over the long term is just as important as the initial success of a new title.