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Games & Commerce

PlayD hires creative director Heo Ik-seo, strengthens creative organisation

PlayD, a SOOP affiliate, expanded its creative organisation to division level and reorganised into a four-division structure. The company hired creative director Heo Ik-seo and launched a system comprising the Marketing Division, Growth Strategy Division, Creative Solutions Division and Management Planning Division. PlayD plans to widen its business scope to include branding, creative work and game marketing, aligning with SOOP’s planned launch of an integrated advertising and marketing brand in the second half of the year.

Games & Commerce

PlayD supplies AI advertising solution AdInsight to Naver

PlayD, an affiliate of SOOP, has built and supplied Naver with AdInsight, an AI-based advertising operations solution, the company said on Tuesday. Developed for Naver’s ad environment and based on PlayD’s All It platform technology, the tool is aimed at improving efficiency for advertisers managed directly by Naver. Its recommendation service analyses ad data to suggest campaign improvements such as bid adjustments, new creative registration and negative keywords.

Games & Commerce

SOOP posts Q2 operating profit of 12.6 billion won, to bolster streamer ecosystem, AI and ads

SOOP said it will push a platform overhaul in the second half focused on attracting new streamers and boosting user engagement. The company plans to introduce a system where streamers discover and foster new creators, roll out AI-based UI and UX changes, and build an integrated marketing consulting brand by combining advertising capabilities across affiliates. SOOP reported second-quarter revenue of 103.8 billion won and operating profit of 12.6 billion won, both down from a year earlier.