In today’s content market, where the lines between platforms and genres are blurring, transmedia has become the gold standard for maximizing the value of an IP. Netmarble, however, has flipped the script, finding success by doing the exact opposite: turning a game into a webtoon.

Ahead of its early 2025 release, Netmarble rolled out 'Bad Born Blood', a webtoon adaptation of 'RF Online', as a promotional vehicle and an IP expansion effort for its upcoming title, 'RF Online Next'. It is a refreshing departure from the usual 'webtoon-to-game' trend, and it has paid off—a year into its run, it boasts an impressive average rating of 9.97.

Truth be told, the webtoon isn't the first stop for this story; it was preceded by an SF web novel of the same name penned by author Baeksu-gwijok. While the original 'RF Online' was all about massive mecha combat, the novel took a sharp turn into espionage thriller territory. It kicked off on Naver Series on 24 October 2023 and wrapped up its 353-episode run on 9 December 2024. It was heralded by many as a masterpiece of the medium. The webtoon, which launched in November 2024, has since been riding that wave of critical acclaim to revitalize the entire IP.

Netmarble’s strategy was clear: use 'Bad Born Blood' to plant the flag in other media before the game even hits the shelves, effectively broadening the lore and building anticipation. They didn't cut corners, bringing in Redice Studio—the powerhouse behind mega-hits like 'Solo Leveling' and 'Omniscient Reader's Viewpoint'—to handle production. The result is a webtoon that nails the flashy action and trendy art style, succeeding not just as a standalone hit, but as a bridge to expand the 'RF Online' universe.

Industry insiders are pointing to 'Bad Born Blood' as a shining example of how a 'game-based webtoon' should work, managing to capture both gamers and webtoon readers alike. It has transformed 'RF Online' from a standalone game into a cohesive brand and a robust, multi-faceted universe. Much like how Marvel Comics and the MCU cross-pollinate to build a juggernaut franchise, the synergy between 'RF Online' and 'Bad Born Blood' might just be the blueprint for the future of the Korean IP industry.