Bilibili Game has confirmed that Lumi Master will officially launch on September 17, establishing a firm release date for the company’s upcoming mobile role-playing title. The game places players in the fictional continent of Lumia, where they take on the role of adventurers and explore a magical environment while capturing and developing creatures known as Lumi.

The game’s design combines several established mobile RPG mechanics rather than focusing exclusively on combat. Players can collect Lumi with different abilities and personalities, develop their characters and participate in strategic battles. Guild Battles and an Exchange system add multiplayer and trading components, while town decoration and lifestyle features are intended to broaden the experience beyond conventional role-playing progression.

Marketing Campaign Builds Toward Release

The launch announcement is being supported by a promotional campaign centered on actor Kwack Beom, who has been appointed as Lumi Master’s official model. A teaser video released alongside the announcement highlights his cheerful and playful image while revealing the September 17 release date.

The choice of a recognizable entertainment figure reflects the importance of pre-launch engagement in the mobile gaming market, where publishers compete not only through gameplay but also through promotional campaigns designed to build awareness before release. Bilibili plans to continue releasing content featuring Kwack Beom as the launch approaches, providing additional exposure for the title ahead of its debut.

Pre-Registration Campaign Expands Player Engagement

Bilibili is also using pre-registration activities to encourage early participation. The current campaign includes a raffle offering prizes such as the Nintendo Switch 2 and iPhone 17 Pro Max, alongside smaller rewards including coffee coupons, convenience store gift certificates and Google gift cards.

Additional events are scheduled to appear on the game’s official Lounge. These include pre-registration verification activities and promotions connected with Kwack Beom, giving prospective players opportunities to interact with the game and its marketing campaign before launch.

Outlook

The September 17 release will provide the first meaningful test of whether Lumi Master’s combination of creature collection, strategic combat and lifestyle features can attract a sustainable player base. Bilibili’s focus on pre-registration incentives and entertainment-led promotion indicates an effort to build an audience before launch rather than relying solely on post-release discovery. Attention will subsequently turn to player participation, engagement with the game’s collection and guild systems, and the pace of new content and updates following release.