Hangame Poker Tour: Engaging Customers Through Offline Events

NHN has reported a first-quarter operating profit of 26.3 billion KRW, representing a 5% decrease compared to the same period in the previous year, according to reporting from Chosun Biz.

To sustain growth and strengthen customer communication within its core web board game segment, the company is prioritizing periodic offline events. A central component of this strategy is the Hangame Poker Tour (HPT), an offline tournament designed to engage users of the mobile game Hangame Royal Hold’em.

Integrating Mobile Gaming with Offline Competition

The HPT serves as a bridge between NHN’s digital gaming platforms and its user base through a hybrid competition format. The tournament structure begins with online satellite qualifiers, which for the inaugural event ran for 50 days from September 24 to November 12.

During these qualifiers, users of Hangame Royal Hold’em competed for a limited number of tickets—30 per satellite tournament—to secure a place in the offline finals.

The offline portion of the event took place over three days, from November 14 to 16, at the Swiss Grand Hotel Convention Center in Seodaemun-gu, Seoul. Organized and hosted by Isabelle Global, the event recorded 2,166 entries.

Tournament Outcomes and Production

The HPT Main Event featured a total prize pool of 1 billion KRW. Following the initial rounds of competition, 326 participants advanced to the second day of the event to compete for the top prize.

The tournament concluded with a final table of nine participants, where player Oh Gi-sang emerged as the champion, claiming a winning prize of 200 million KRW.

To enhance the spectator experience and professional appeal of the tournament, NHN incorporated high-quality broadcasting and expert analysis:

• The event featured a broadcast led by renowned poker player Seven High.
• Insightful commentary was provided by Goh In-kyu.

Corporate Strategy and Market Presence

The push toward offline engagement comes as NHN manages its broader portfolio, which includes cloud services and GPU initiatives. The company’s gaming portal, Hangame, which launched in December 1999, remains one of the largest in South Korea, boasting over 20 million members.

By transitioning mobile poker players into physical venues, NHN aims to foster a more direct relationship with its customers. In addition to the competition, the HPT provided participants with various amenities, including refreshment areas and promotional items such as power banks, eco bags, reusable tumblers, and 180-day Bugs subscriptions.