[Startups in Korea] Noos Lab – Nothing to be sheepish about!

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Noos Lab is a Korean startup which was founded in October 2010 and is focused on developing games. Currently the company has two games “Donuting” and “Sheepfarm in Sugarland” which are available on several platforms including major portal sites Naver, Daum and Nate. Noos Lab’s mission statement is ‘replacement of abstraction experience by game’.

Donuting is a simple, yet addictive puzzle game where users must use speed to try and eliminate as many matching donuts as possible from the screen. The game was released in 2010 and according to Naver, over 20,000 users have installed the game using its platform alone.

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However, Noos Lab’s more popular game is named “Sheepfarm in Sugarland“, a social game in which users farm and breed sheep. Users can feed, trade and buy objects such as houses for their sheep to sleep in. The user interface is intuitive, making it easy for young players to master the controls, helped along by cute designs and various guides explaining what to do. If you start to feel lonely the game has made it very easy to invite friends and other players online to your paddock.

With approximately 300,000 users, the game has proved to be very popular and is also available on Indonesia’s social game network Mojogamon, entering the overseas market after receiving a proposal from another company. Noos Lab has also paired-up with Thai game service Playpark and is considering other ways to approach more overseas markets.

The startup is also preparing to expand to other platforms and eventually extend to Facebook as well, although some current contracts may restrict which countries or languages can play the game on the largest social network. Noos Lab says that it intends to continue to focus on developing games and is currently working on a mobile version of Sheepfarm in Sugarland.

Check out Noos Lab’s website or follow Sheepfarm in Sugarland’s Twitter account.

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