This study was conducted to empirically examine three research topics targeting online game consumers in Korea and the United Kingdom and to derive consequential implications. The first research topic is to empirically test whether flow and relationship-building factors serve as significant explanatory variables for word-of-mouth in both countries. The second is to empirically examine whether challenge and skill, as antecedent factors of flow, exert significant influence in both countries. The third is to conduct an exploratory comparative analysis of the differences in path coefficients between Korean and British online game consumers based on the proposed research model. The results of this study will provide theoretical and practical implications regarding what criteria global game companies should use to develop and manage consumer word-of-mouth for their game brands when entering the online game markets of Korea, representing Asia, and the United Kingdom, representing Europe.