Magic Bean

What Magic Bean does

Magic Bean Games (주식회사 매직빈게임즈) is a privately held Korean board game developer, publisher, and manufacturer founded in November 2009 by Hwang Yun-soo and headquartered in Songpa-gu, Seoul. The company operates a vertically integrated studio with in-house capabilities spanning concept design, illustration, 3D modeling, and physical component manufacturing, and has produced a portfolio of 30+ original titles plus 250+ proprietary character designs. Its catalog mixes abstract strategy games (SIXTEEN/RESTART, CodeTalk, Omok Chess), heritage-themed tile-placement titles (Silla: Thousand-Year Smile, Sesagongsa), Korean-language education games (Hangeul Day, Talk Talk Series), environmental games (Eco Village, Collection), and commissioned custom games for government and corporate clients.

The company's revenue model blends direct-to-consumer sales (Naver Smart Store, proprietary Cafe24 storefront, Korea Board Games retail distribution), contract-based custom game development for government ministries, municipalities, universities, and corporates (e.g., Korea Customs Service, Ministry of Environment, Smilegate, Seongnam City), IP licensing to international publishers and metaverse platforms (YTP Plus Interactive's Detoland, YouCKT Global in Belgium), crowdfunding pre-sales via Tumblbug, and a Board Game Instructor certification program (보드게임 지도사) that is itself licensed internationally. Customer segments span general-consumer families, K-12 schools and universities, government agencies, and senior-care organizations, with senior-wellness programs engaging 200–400+ participants annually.

Recent strategic activity has tilted toward internationalization: four consecutive Essen SPIEL appearances (2022–2025), a sold-out Silla debut in Germany, the European/US launch of RESTART in 2026, a Belgian export of Hangeul Day, and a Hong Kong export of the instructor certification via BIRDSNK. The company has won the Korean Game Awards Grand Prize (2022), Monthly Excellent Game honors for Eco Village (2024) and Silla (2025), and the 2025 Minister of Culture and Tourism Award. Magic Bean remains bootstrapped with 1–10 employees and has not disclosed external funding.

Name

Magic Bean

Legal name

주식회사 매직빈게임즈

Website

https://magicbeangame.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Magic Bean Games is a privately held Korean board game developer, publisher, and manufacturer (founded 2009, Seoul) that designs, produces, and self-distributes 30+ original titles across strategy, education, and heritage themes, serving consumers, schools, government agencies, corporates, and senior-care organizations via direct e-commerce, retail, licensing, and custom B2B contracts.

Ownership category

akta.pro rank

Product category

Board Games

NAICS

Hobby, Toy, and Game Retailers (45912), Doll, Toy, and Game Manufacturing (339930)

SIC

Retail-Hobby, Toy & Game Shops (5945), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Board Game & Puzzle Specialty Retailers (CRALALAA)

akta.pro secondary industry

Strategy/Euro Board Games Retail (CRALALAC)

Keywords

• Board game design
• Educational board games
• Custom game development
• Korean tabletop games
• Strategy tile games

Headquarters

HQ city

Songpadong

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Game Sales: Sale of self-developed and self-produced board games through proprietary e-commerce website (magicbeangame.com) and Naver Smart Store. Products include both recreational games (식스틴, 코드톡, 오목체스) and educational games (한글날, 에코빌리지, 세공사). One-time purchase model per game box.
2. Custom Game Development (B2B/Government): Contract-based design and production of custom educational and institutional board games. Clients include Korean government ministries, city governments, school districts, universities, and corporations. Products serve specific learning objectives (Korean history, environment, customs, language, corporate values).
3. Crowdfunding Campaigns: Pre-sale of new titles via Tumblbug (텀블벅) to raise capital and validate market demand before full production. 신라: 천년의미소 ran a successful Tumblbug campaign in April 2025.
4. IP Licensing: Licensing of flagship game IPs (식스틴, 코드톡) to international partners for translation, digital adaptation, and distribution. Includes licensing of Korean cultural IP (신라) and character IP (e.g., Moyangsai from Lim Factory) for board game adaptations.
5. Board Game Educator Certification: Operation of the '보드게임 지도사' (Board Game Instructor) certification program, including instructor training and curriculum licensing to educational institutions domestically and internationally (e.g., Hong Kong via BIRDSNK).

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Magic Bean Games designs, develops, and manufactures original Korean board games in-house, covering the full pipeline from concept, illustration, and 3D modeling to physical production of game components. The company sells its own branded tabletop games directly to consumers via e-commerce and a domestic distribution partner, licenses flagship IPs internationally, and develops custom/commissioned educational and training board games for government agencies, corporations, and universities. It also operates a proprietary Board Game Instructor certification program.

Product overview

Magic Bean Games (주식회사 매직빈게임즈) is a Korean board game development, design, and manufacturing company founded in 2009. The company operates a platform-plus-products model, offering a portfolio of proprietary board game titles alongside custom/commissioned game development and a board game instructor certification program. Core proprietary products include strategic tile games (SIXTEEN/RESTART, Sesagongsa), abstract strategy games (CodeTalk and its Pokémon collaboration variant), thematic strategy games (Silla: Thousand Year Smile), hybrid games (Omok Chess), Korean language learning games (Hangeul Day, Talk Talk Series), environmental games (Eco Village, Collection), and educational games (Egg Add, Popcorn, ShakeShake). The company also develops custom educational and corporate training games on commission (e.g., Suilleop Maker, Magic Stone, customs education games). Its Board Game Instructor Certification Program (보드게임 지도사) provides Level 2, Level 1, and advanced certifications, and has been expanded to international markets including Hong Kong. All proprietary games are manufactured in-house in Korea using the company's own production facilities, covering illustration design, 3D modeling, and manufacturing.

Differentiator

Problem solved

Functional benefit

Products and services

• SIXTEEN / RESTART (식스틴 / 리스타트) Tile-placement abstract strategy board game for 2–4 players in 15–20 minute sessions, multi-generational (ages 6+ through adults). Originally released in Korea in 2016 as SIXTEEN, with a European/US edition rebranded as RESTART (2026).
• CodeTalk (코드톡) Abstract strategy board game that combines three-in-a-row placement with Korean word-ending rules; suitable for children through adults and supported by annual official tournaments.
• Silla: Thousand Year Smile (신라: 천년의 미소) Thematic tile-placement strategy board game rooted in Korean heritage, featuring action-point allocation and a class-system turn-order mechanic, designed for players interested in history and cultural strategy.
• Omok Chess: Hundred Years War (오목체스: 백년전쟁) Two-player hybrid strategy board game that fuses Omok placement with chess pieces and abilities, offering a deep, fast-paced competitive experience.
• Hangul Day (한글날) Korean language education board game that uses patented circular Hangul tiles and picture cards to teach word construction, designed for Korean language learners and classrooms domestically and abroad.
• Talk Talk Series (톡톡 시리즈) Portable Korean language learning card-matching game series covering proverbs (속담) and four-character idioms (사자성어), featuring round cards in a compact box for casual educational play.
• Pokémon CodeTalk (포켓몬 코드톡)

Quantifiable outcome

• Silla: Thousand-Year Smile sold out within 2 days at ESSEN SPIEL 2025 (Oct 23–26, Germany), recording both pre-orders and on-site sales sell-through
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

15 partnerships are on record, tiered moderate, flagship and minor.

• BIRDSNK (홍콩)moderateStrategic or Co-development Partner · 11 April 2023International partnership signed April 11, 2023, for global market expansion through joint board game development and export of the 보드게임 지도사 (Board Game Instructor) certification program to Hong Kong. This was the first international export of Korea's board game educator certification program. First Hong Kong cohort trained 40+ instructors in July 2023, with plans to expand to Thailand, Indonesia, Europe, and the US.
• YTP Plus Interactive (유티플러스 인터랙티브)flagshipOEM/ Whitelabel/ Licensing Partner · 3 March 2023Strategic partnership and IP licensing agreement signed March 3, 2023, for digital game development using 식스틴 and 코드톡 IPs on the Detoland metaverse platform. Plans included multiplayer servers and global tournaments. As of 2026, development was ongoing with plans to expand to additional titles including 에그애드, 한글날, and 신라: 천년의미소.
• Korea Board Games (코리아보드게임즈)flagshipChannel Partner/ Reseller/ Distributor · 15 February 2023Exclusive domestic distribution agreement for the flagship title 식스틴 (Sixteen), signed February 15, 2023. 코리아보드게임즈 is South Korea's largest board game distributor. The partnership enabled nationwide retail distribution and joint marketing activities including official game tournaments.
• YouCKT Global / Global Language (와이케이티글로벌)moderateChannel Partner/ Reseller/ Distributor · 6 February 2023Export agreement signed February 6, 2023, for the 한글날 (Hangul Day) Korean language education board game to Belgium for use in Korean language instruction programs. This was the first successful export of a Korean Hangul education board game, achieved within 9 months of the game's May 2022 domestic launch. The product was piloted in Belgian classrooms before formal export.
• Jeonju University (전주대학교) 실감미디어혁신공유대학사업단moderateStrategic or Co-development Partner · 1 February 2023Industry-academia cooperation agreement signed in 2023 for student education, internship programs, and collaborative game development. As part of the partnership, Magic Bean Games provides mentorship, selects outstanding student teams for crowdfunding support, and offers exhibition opportunities at Board Game Festival. Also jointly organized the 2023 Global Game Jam × Jeonju 'Making Board Game' spot.
• Home4U Touch (주식회사 홈포유터치)moderateStrategic or Co-development Partner · 13 September 2022Business cooperation agreement signed September 13, 2022, for joint board game research and development, domestic and international crowdfunding, marketing and PR, and follow-up content/brand launches. Leverages Home4U's DANN ENTER creative group and HOME4U Services real estate network.
• Central University (중앙대학교) 융합콘텐츠학과minorStrategic or Co-development PartnerAgreement to develop a dedicated board game textbook for the university's Convergence Contents Department, involving experts from film, musical, webtoon, and game disciplines. The textbook is expected to be adopted by other universities as well.
• Gachon University (가천대학교) 게임·영상학과moderateStrategic or Co-development PartnerLong-running early-employment contract program. Magic Bean Games provides board game development education, runs preliminary university programs (예비대학), and all participating students earn 보드게임 지도사 2급 certification. 2021 and 2022 cohorts achieved 4.96–4.97/5.0 satisfaction ratings.
• LIM Factory (림팩토리)minorOEM/ Whitelabel/ Licensing PartnerIP licensing agreement signed in 2023 for the 'Moyangsai' (모양새) character IP. Magic Bean Games acquired rights to develop and publish board games using this IP.
• Seongnam Game Healing Center (성남게임힐링센터)moderateGTM or Marketing PartnerOngoing partnership with 성남시, 성남산업진흥원, and 게임문화재단 to deliver senior wellness programs using board games. Programs include '보드게임으로 하나되기' (10 sessions/year) and '보드게임과 함께하는 건강 생활' (400+ seniors/year). The center is operated by Seongnam City and the Seongnam Game Culture Foundation.
• Seongnam City / Seongnam Industrial Promotion Agency (성남시 · 성남산업진흥원)moderateStrategic or Co-development PartnerPublic-sector partners co-hosting the 성남 GXG urban game culture festival, 1080 Game Picnic, and senior board game education programs. Joint initiatives have engaged thousands of residents across multiple years.
• Korean National Unification Advisory Council / University Unity Education Study Group (교원학습 공동체 통일교육 연구회)minorStrategic or Co-development PartnerCustom board game development '통일 무지개' (Unification Rainbow) for unification education in Korean schools. Developed with teachers and distributed for use at national unification education training sessions.
• Korea Herald Content Promotion Agency / Korean Classics Publication (한국국학진흥원)minorStrategic or Co-development PartnerAs mentor in the annual Korean history/culture content planning competition (historically-themed content contest). Won Grand Prize in 2020 (culture ministry award) and Excellence Award in 2021 (institution award) for adventure-type online-offline blended big game designs. Continuing mentorship for university teams since 2020.
• Various Seoul School Districts and Education Offices (서울특별시 동작교육지원청, 은평여성인력개발센터, 강북구, 도봉구 등)minorStrategic or Co-development PartnerCustom board game development for school curricula, educator training, and community programs. Products include district-specific educational games distributed to schools within each district. 은평 여성인력개발센터 uses 보드게임 지도사 programs.
• Environment Preservation Association / Ministry of Environment Han River Basin Environmental Office (환경보전협회 / 환경부 한강유역환경청)minorStrategic or Co-development PartnerDevelopment of '수풀로 메이커' environmental education board game for the '찾아가는 환경교육' (visiting environmental education) program. Conducting environmental education sessions for 2,100+ students in Seoul and Gyeonggi-region middle and high schools.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pandasaurus Games: Independent US publisher known for original strategy titles like Dinosaur Island and the Game of Thrones board game line. Comparable as a small-team independent publisher developing original IPs with strong theme-mechanic integration.
• Stonemaier Games: Independent US-based board game publisher known for strategy/euro titles (Wingspan, Scythe). Closely comparable as a small-team independent publisher with strong original IP, international fan base, and educational/scalable complexity game design philosophy.
• Capstone Games: Independent publisher of mid-weight strategy and euro games. Comparable as a similarly sized indie publisher with original IP, international distribution at Essen, and partnerships with larger publishers for European distribution.
• Leder Games: Independent board game publisher of strategy titles like Root and Oath. Comparable as a small independent publisher focused on original IP with strong theme-mechanic integration, multi-year product development cycles, and direct-to-consumer retail.
• IELLO: French board game publisher of strategy and family titles with strong international distribution. Comparable as a mid-sized publisher targeting both European and North American markets with strategy and family-oriented titles, exhibiting at Essen.
• Brotherwise Games: Independent publisher of themed strategy and educational board games (Call to Adventure, Boss Monster). Comparable as a small independent publisher combining educational/skill-building game design with themed strategy titles and direct retail distribution.
• Korea Board Games (코리아보드게임즈): Korea's largest board game distributor and publisher, exclusive distribution partner for Magic Bean's SIXTEEN in Korea. Directly comparable as a domestic Korean board game publisher and distributor operating across both original titles and licensed imports.

Broad incumbents

• Asmodee: World's largest hobby game publisher with portfolio of strategy, family, and party games. Comparable as a global board game publisher and distributor that Magic Bean could encounter as a partner (acquisition/licensing) or as competitive pressure once titles scale internationally.
• CMON (Cool Mini Or Not): Global hobby game publisher of strategy, miniature, and family games with strong Kickstarter presence. Comparable as a board game publisher that combines direct consumer crowdfunding with international retail distribution, but operates at significantly larger scale than Magic Bean.
• Hans im Glück Verlag: Major German board game publisher of strategy and family titles, headquartered near Essen. Comparable as a strategy board game publisher with strong Essen SPIEL presence and distribution reach into European markets where Magic Bean is expanding with RESTART.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/magicbeangames
• YouTubeyoutube.com/@magicbeangame

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Magic Bean