New Paradigm Investment supports 2D mobile game startup CONSALAD

JUDY [Courtesy of CONSALAD]

South Korean accelerator and company builder New Paradigm Investment announced on Thursday that it has made a pre-A investment in CONSALAD, a local mobile game startup that specializes in 2D pixel-based games.

CONSALAD, founded in June 2021, operates the pixel game JUDY, where users can create and customize their own 2D slime avatars by placing pixels. The game has gained significant popularity since a major update in April 2023, resulting in a more than 90 percent increase in monthly revenue, and it has achieved profitability since June. The game currently boasts over 110,000 registered users.

JUDY’s success can be attributed to its appeal to the Zalpha generation, mainly comprising women in their 10s and 20s. It offers a casual simulation game format with adorable slime avatars providing a healing and emotional experience, in turn making the platform user-centric, the investor explained.

The game allows users to personalize their slime avatars, engage in contests, mini-games, and social networking, enhancing the fun of avatar play.

New Paradigm Investment CEO Park Jae-hyun highlighted the growth potential of the mobile simulation game market in Korea, which is valued at 1.15 trillion won. He also praised the visual elements that capture the charm and cuteness of game character JUDY, and highlighted the company’s rapid service development.