A Study on the User Experience of mobile game brand pop-up store: Focused on Black Desert Mobile and Genshin Impact

The purpose of this study is to measure the user experience of mobile game users in the mobile game brand pop-up store and to suggest ways to improve the user experience.Pop-up stores are pouring out of various brands again in line with the recent end-COVID-19 period.As of May 2022, the number of pop-up stores was about 131, more than double that of 2020 (59 cases).In line with this period, various game brands are actively hosting pop-up stores.Pop-up stores of game brands with a large fan base such as Lineage W, Black Desert Mobile, Genshin, and Overwatch were held in 2022.On the other hand, there are few studies on pop-up stores of game brands.This Study organized the evaluation criteria of mobile game brand pop-up stores by dividing them into appearance, brand experience, goods, and convenience, based on previous studies.