KakaoPay said on Feb. 25 it has launched a 'minigame' service in collaboration with global game publisher ToByte, allowing users to instantly play verified games within the platform without installing a separate app.

A survey conducted by KakaoPay through its lifestyle finance brand journal PayAttention found about 70 percent of the 46,224 respondents felt burdened by installing a new app on their phones to play games.

KakaoPay planned the service after focusing on such user needs, aiming to expand its everyday finance platform into a daily space with enjoyment. Partner ToByte supplies H5-based content whose gameplay has been proven in global markets, differentiating the service with instant play requiring no separate installation and solid entertainment.

A total of 9 minigames have been released, spanning various genres from globally popular puzzles to tycoon and defense games. Users can launch any game instantly with a single touch from the KakaoPay app or the KakaoPay Home within KakaoTalk, without a separate sign-up process, and the company plans to expand to more games later.

KakaoPay also linked everyday gameplay to financial benefits to enhance the service's completeness. If users complete four 'today's missions' — attendance, play, sharing with friends and receiving notifications — they receive KakaoPay Points that can be used like cash. Users can earn rewards simply by playing games in spare moments while using financial services.

KakaoPay said it planned the service to remove the cumbersome process of app installation so users can focus only on 'fun.' It also said it will go beyond financial services and, as an everyday finance platform naturally connected in every moment of users' daily lives, make their lives richer.