The South Korean mobile gaming company Com2uS has taken the baseball world by storm, reaching a significant milestone just a week after releasing its latest campaign video to celebrate the opening of the 2025 KBO League. With over a million views in such a short time, the initiative is garnering attention for its heartfelt approach that resonates with fans rather than merely promoting the game. This week, the total number of views for the campaign, including content from individual teams, surged past 2 million, showcasing just how much the game and the sentiments of fans matter.
On March 25, 2025, a Com2uS official remarked during an interview, "After brand integration, the focus was shifted to creating content for baseball fans rather than game advertisements, aligning with the brand philosophy that 'baseball comes first, then games'." This philosophy underscores the company’s commitment to engaging fans through content that reflects their passions and memories surrounding baseball.
The campaign video focuses on emotional moments that define the game: from euphoric home runs to the bittersweet tears of retiring players. A poignant narrative unfolds, juxtaposing the upcoming season's excitement with cherished memories that echo through the minds of fans across the country. The video also features Jo Se-ho, a figure who has engaged baseball fans through his work in the Australian league, underscoring how the sport transcends borders.
As the KBO League began, it became clear that the impact of the games extended beyond the field to the sales performance of Com2uS's flagship baseball games. Just prior to the league's commencement on March 22, internal reports suggested that both "Com2uS Pro Baseball 2025" and "Com2uS Pro Baseball V25" surged in popularity, climbing rankings and making significant gains on platforms like Google Play and the Apple App Store.
The baseball lineup's sales are critical for Com2uS's growth, showing an impressive consistency, even as the company seeks to further penetrate the market, particularly with sights set on expanding into Japan.
As the company solidifies its brand identity through the lens of KBO fandom, the implications for its sales forecast look promising. Estimates suggest Com2uS will see a 14.5% increase in sales to 793 billion won in 2025, alongside a dramatic increase in operating profit set to rise by 537.1%. Analyst Kim So-hye of Hanwha Investment & Securities remarked that the upward trajectory hinges on the favorable reception of their baseball game line, asserting, “KBO licensed game sales are growing, approaching a similar scale to MLB sales."
The excitement around Com2uS’s products isn't confined to the gaming world. The broader distribution industry is also tapping into the enthusiasm surrounding the KBO season. Grocery and convenience store chains, particularly CU, unveiled exciting product launches that catered directly to baseball fans. The recent launch of KBO-themed products, including a new type of cream-filled bun, dubbed the KBO Bun, quickly sold out after just a half-day on the shelves, highlighting the wider consumer interest during the baseball season.
CU’s marketing success continued with the introduction of the Yeonsae Uyu Meoksal Cream Bun, which skyrocketed to the top of dessert sales charts within days of its release. This particular product saw over 120,000 units sold in just six days following the KBO’s kickoff, demonstrating how seasonal excitement translates to thriving retail sales amidst ongoing consumer challenges.
Moreover, companies like Woongjin Foods collaborated with the KBO to launch products that bear the logos and mascots of the professional league's teams, empathizing with the fan experience to create connections. Hai Tai Confectionery joined forces with CGV, launching themed set menus available in 60 theaters nationwide, expanding the baseball tale from the field to the leisure of cinema.
As consumers express their enthusiasm, Professor Lee Young-ae from Incheon University remarked, "Consumers value the experiences they have invested time and resources in, and these KBO-related products evoke personal positive memories that turn purchases into nostalgic treasures—particularly as sports viewership diversifies demographics, now welcomed by female fans.”
The interior connection between fan and brand is palpable as Com2uS demonstrates how launching such targeted, heartfelt campaigns resonates deeply, making fans feel valued and seen. In a time when they have been craving connection, the league's efforts, alongside Com2uS's sincere approach, have successfully fostered community spirit, all while achieving impressive sales milestones which point to a thriving baseball culture in South Korea.
