Offering a service to impress customers

-Focusing on practical service -e-Sports with lively excitement

Jungheon Lee(Mr Lee) who is in charge of FIFA Online 3 and a director, is the very person to make an advertisement in Korean on the electronic board of English Premier League.

For FIFA Online 3 to be a huge hit, he sets up one certain strategy with full hearted feeling even he is under lots of pressure. His differentiation strategy is a service to impress customers.

His goal is make gamers playing FIFA Online 3 share touched feeling with audiences watching soccer at the stadium. He extends the area of main target from sport fans to the public and world.

He wants to show its full potential to the public by using the feature that most people like soccer and they are going to enter e-sports market beginning early of 2013.

Approach to 'Sports' than Online Game Itself Jungheon Lee(Mr Lee) who is a big fan of soccer made up his mind to approach FIFA Online 3 as soccer. Because FIFA Online itself is highly realistic like actual soccer at the stadium.

Based on the keyword 'a service to impress customers', he tries his best to fit customer's needs with the remote support system, domiciliary services etc and delivers a perfect service. That's the reason why Nexon takes the biggest number of employees in this project since it is founded.

To reach users with a friendly atmosphere, he chose the 'Star Marketing'. Although it seems quite common with other company's marketing, the size is totally different; Nexon sponsors Ji-sung Park's Queens Park Rangers Team and Seoung-ryung Lee's Swansea City Team so that Nexon draws huge attention from the public as Ji-sung Park and Seoung-ryung Lee are top soccer players in Korea.

"We are so proud that we can see the FIFA Online 3 advertisement in Korean at the English soccer stadium in UK, interestingly, there are so many SNS posts from local people about us. Korean soccer fans also respond magnificently."

Since last September's open beta service, FIFA Online 2 has set an unprecedented record to access. According to Nexon, there are new 2 million registered users for two weeks.

An Aggressive Action to Increase the Number of Users'Looking back on our service so far, I can score less than a half on a 100 point scale. We didn't make our service come true and have our customers be touched by our service yet. We're going to improve the level of satisfaction through lots of trials and errors with our official release.

Beginning from the middle of this month, it will add paying items; it's like a 'Player Card' item based on the soccer game and trading players between teams. Additionally, he is scheduled to make a special plan for core users. He knows that a FIFA Online 3's maniac is the most important though they extend the main target into the public.

"We are strengthening so-called VIP services. Our main target is early twenties men. We are providing lots of benefits which suit for their lifestyle perfectly in alliance with frequently used smart-phones or credit card companies."

His final plan is to make FIFA Online 3 into the esports title. He's planning to start from small competitions with Internet cafes and continue to support small competitions while expanding leagues. As he knows what users really need to get the greatest satisfaction; The user's satisfactory experience.

While most e-sports competition these days is for the professional competitions between professional gamers, I'd like to focus on 'Experience' in the FIFA Online 3 competition; I want users to get winning experience even at the small competition.

We're keeping running until we reach the number one in the soccer game.Sophie