Holidays often bring additional revenue and advertising opportunities to gaming companies. On Halloween, many companies organize themed events, sales or advertising campaigns. But this year, South Korean game publishers have abandoned large-scale Halloween events.
In previous years, marketing campaigns began in early October and continued until the holiday, which is usually celebrated on October 31. However, this year it is almost impossible to see advertising for special events in honor of this holiday.
The reason lies in the tragedy that happened a year ago during the Halloween celebration. On the night of October 29-30, a stampede occurred in Seoul in which 159 people died and 197 were injured. Most of the dead were minors or young people in their 20s. This tragedy is one of the largest in terms of the number of victims in South Korea.
It is quite logical that this tragedy left its mark on the perception of this holiday among South Koreans. What was once not the most popular foreign holiday with funny carved pumpkins has turned into a national tragedy that every resident of the country knows about. And it may be years before things return to normal. But now there are few companies who will conduct large-scale marketing campaigns that can be associated with a national tragedy.
This year, the games are hosting small events called “Pumpkin Festival”, “Pumpkin Candy” or “Fall Event”. And they justify holding such events by the fact that games are published not only in South Korea, but also in the international arena.