KRAFTON, in collaboration with Neptune, has announced the launch of the ‘Flick x KRAFTON Casual Game Challenge’ (Season 1), a global initiative aimed at discovering and scaling hybrid and hyper casual mobile games. The programme is open to developers and indie studios worldwide, including India, and offers a support pool of up to $5 million alongside a structured pathway to global publishing.
The initiative also introduces ‘Flick’, Neptune’s hybrid casual publishing label, designed to create a pipeline of mobile-first games with global scalability. Positioned as more than a traditional competition, the challenge functions as an end-to-end publishing ecosystem, integrating early-stage validation, marketing support and commercial scaling opportunities.
At the core of the programme is a data-led evaluation model, reflecting a shift in how mobile games are assessed and marketed. Participating teams will submit playable builds that are evaluated not only on creativity and gameplay, but also on real-market performance metrics such as cost per install (CPI), early playtime and user retention. This approach underscores the increasing role of performance marketing and analytics in game publishing.
Selected teams in the initial phase will receive a seed marketing budget specifically for CPI testing, enabling developers to assess acquisition efficiency and optimise campaigns from early development stages. High-performing titles will be considered for publishing deals, with minimum guarantees of up to $200,000 for hybrid casual games and $100,000 for hyper casual titles. A pre-publishing track is also included to support early-stage concepts, allowing developers to refine gameplay and scale before full market launch.
The programme positions Flick as a brand that combines publishing expertise with performance-led insights. By embedding marketing validation into the development cycle, the initiative aligns product development with user acquisition realities, reducing risk and improving scalability.
Seunghyun Kwon, head of game business division at Neptune, said, “With Flick, our goal is to move beyond conventional publishing models and create a scalable, data-driven ecosystem for discovering global hits. By combining real-market validation with early-stage support, we are enabling developers to build with confidence, iterate with clarity, and ultimately compete on a global stage. Our partnership with KRAFTON strengthens this vision, bringing together deep publishing expertise and a shared commitment to nurturing the next generation of game creators”.
The launch comes at a time when hybrid casual gaming is emerging as a dominant trend globally, combining the accessibility of casual formats with deeper engagement and stronger monetisation potential. Through Flick, Neptune and KRAFTON aim to build a sustainable pipeline of high-performing titles, supported by global distribution, operational capabilities and data-driven marketing insights.
For Indian developers, the initiative provides access to international publishing infrastructure, early-stage funding and performance marketing frameworks. It also aligns with broader efforts to position India as a hub for global game development, supported by increasing investment and ecosystem development.
By integrating marketing validation, publishing support and financial incentives, the ‘Flick x KRAFTON Casual Game Challenge’ reflects an evolving approach to game development—one that places equal emphasis on creativity, scalability and measurable performance.
