Press Release

HAEGIN Partners with LINE FRIENDS to Launch Global IP Collaboration

Head to Kaia Island and visit the new LINE FRIENDS virtual store.
[This unedited press release is made available courtesy of Game Developer and its partnership with notable game PR-related resource Games Press]


▶ The first ever LINE FRIENDS Virtual Store will open in the Plaza of Play Together on Nov. 10th

▶ Items and costumes with BROWN&FRIENDS character designs will be released along with various content to enjoy

▶ Both companies plan to expand the collaboration and target the global metaverse market by introducing additional collaborations using popular LINE FRIENDS IP such as BT21 and TRUZ later on


Seoul, South Korea – NOV. 10th, 2021 – Mobile game developer HAEGIN announced the start of a global licensing collaboration using the BROWN & FRIENDS IP of the global creative studio LINE FRIENDS.

Through this collaboration, HAEGIN will be opening the first ever LINE FRIENDS virtual store on Kaia Island in the world of Play Together and releasing a new costume and various other items designed after the popular IP of LINE FRIENDS “BROWN & FRIENDS”. In this virtual store, players can purchase the BROWN & FRIENDS IP virtual merchandise and enjoy various attractions such as the concert hall, in-door slide, trampoline, and more.

Also, players that visit the LINE FRIENDS virtual store will receive a special balloon with the face of BROWN & FRIENDS characters as a souvenir. On the Play Together official Facebook page, players can participate in the community event where they can get the chance to win 30 Gems by sharing the event post on their social network account.

Moreover, HAEGIN plans to continue the IP collaboration with LINE FRIENDS to expand its presence in the global metaverse market by following up the BROWN & FRIENDS lineup with other popular LINE FRIENDS IP such as BT21 and TRUZ.

HAEGIN says that “Play Together which launched in April of 2021 has reached 60 million downloads and was ranked 1st in the Free Game category of the App Store and Google Play in Taiwan and Vietnam. It is showing great success internationally.” HAEGIN went on to say, “We are excited to provide a special and fun experience by partnering up LINE FRIENDS that has a solid global network, various popular IP lineups, and excellent creative capabilities.”

LINE FRIENDS said, “We are happy to enter a strategic partnership with Play Together which is being recognized as the next generation metaverse platform. It is our joy to be able to set up a digital playground through this collaboration for LINE FRIENDS fans all around the world.” LINE FRIENDS also added, “This collaboration is part of our digital conversion strategy and will not be bound by online or offline boundaries. Through this partnership, we hope that the MZ generation will have a special experience by visiting the virtual store and meeting the digital merchandise of BROWN & FRIENDS, BT21, and TRUZ. We hope this experience to stimulate the community and reach fans from around the world.”


PLAY TOGETHER is a multiplayer casual social-network title where players can enjoy everything they want. The game provides an interesting life-like experience that fans of casual and sandbox genres may be familiar to, with an addition of various content and unique interactions. The game allows players to progress freely in a non-linear fashion. Players can customize their characters and houses by purchasing various items and socialize with their global friends without borders. Since worldwide release in April 2021, PLAY TOGETHER
placed in the 1st at Top free games chart on the App Store and Google Play in Taiwan and Vietnam. The game is currently available in all countries except China in 12 languages.

Follow Us Download PLAY TOGETHER on the App Store and Google Play.

Check out issues on PLAY TOGETHER official Facebook, Instagram, and Discord.


HAEGIN is a developer of mobile games based in Seoul, South Korea. Led by 20-year industry veteran Youngil Lee, a founding member of Com2uS Corp. well-known for the global hit RPG Summoners War, HAEGIN has received substantial investments from the Storm Ventures Fund, Tencent, and other key investors in the game industry. Since founding in 2017, HAEGIN has grown to include over 100 people who work passionately to create uniquely entertaining games that players from all over the world can enjoy. Its first title, Homerun Clash is a fresh take on the arcade-style home run derby genre with more than 5 million downloads and is currently the 13th and 17th highest grossing sports game on Google Play and the App Store respectively. After successful debut of futuristic close-quarter action title Overdox and multiplayer golf brawl title Extreme Golf, HAEGIN launched their latest casual social-network title Play Together on April 2021. The company is planning to utilize its expertise in developing global hits to expand its lineup in the future, including sports game, RPG, and more.

Press Contract Woojun Jeong

HAEGIN | Business Development Team / PR & Partnership

[email protected]

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