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| (Image Source: MySmartPrice/KRAFTON Inc.) |
Globally renouned video game publisher and developer KRAFTON Inc. recently unveiled its dynamic strategy for 2024 in its company-wide town hall meeting entitled KRAFTON LIVE TALK with the theme "From Original Creative To Scale-Up The Creative" held at its headquarters in Seoul, South Korea last January 25, 2024, focusing on four distinct areas: new game launches, improved publishing capabilities, PUBG IP expansion, and the integration of AI technology into its development process. This multifaceted approach further positions KRAFTON for a year of innovation and growth in the gaming sector.
KRAFTON CEO CH Kim shared the said strategy and stated that “2024 will be the year when the ‘Scale-up the Creative’ strategy bears its first fruit. It will be a pivotal year that shapes the stepwise growth of KRAFTON.” Last year, KRAFTON announced the ‘Scale-up the Creative’ strategy, aiming to discover diverse creatives and grow into a global publisher. ‘Scale-up the Creative’ strategy signifies a business direction aimed at discovering new excitement in games and effectively expanding into the global market.
New Game Launches
As a follow up to their successful debuts at last year's G-STAR event in South Korea, KRAFTON has announced that Dark and Darker Mobile and inZOI are set to launch in 2024. That is in addition to the more than 20 titles that are in active development including the latest game in the Subnautica series, Project Black Budget, and Dinkum Mobile. KRAFTON aims to release compelling, new titles every year and will have plenty more to share about its exciting 2024 slate in the coming months.
Improved Publishing Capabilities
To support this robust pipeline of new games, KRAFTON will broaden the scope of its publishing efforts to stay fully engaged at every stage of the creative process, from inception to commercialization. To facilitate this, the company is reorganizing its existing resources to make its publishing divisions more agile and responsive. The goal of this strategic shift is to establish a more dynamic environment at KRAFTON for rapidly introducing new intellectual properties to the market.
Expansion of PUBG IP and Presence in India
KRAFTON is also supporting long-term growth by investing in the global expansion of the PUBG: BATTLEGROUNDS IP. Strategic licensing will help to broaden the appeal of PUBG: BATTLEGROUNDS as a dynamic and ever-evolving platform that remains a top competitor in the battle royale genre seven years after the game first launched. This work will be driven by a comprehensive brand strategy that broadens the PUBG product line and increases development efforts with support from both internal and external studios. KRAFTON also plans to strengthen its presence in India in 2024, aiming to dominate with BATTLEGROUNDS MOBILE INDIA (BGMI) and expanding both publishing and eSports activities in the region.
Innovating in Game Development Process with AI
Finally, KRAFTON is placing a significant emphasis on incorporating deep learning technology into its game development processes. Recognized as a transformative force in the gaming industry, this technology is expected to revolutionize production efficiency and foster innovative, user-focused experiences. With KRAFTON's existing expertise in top-tier AI research and development, the integration of deep learning is poised to significantly advance the company's technological capabilities and impact on the gaming market.
Kim concluded, “This year marks the beginning of the launch of our new lineup, starting with Dark and Darker Mobile, and it will be the first year to see tangible results from our ‘Scale-up the Creative’ strategy. With the aim of evolving the process into a virtuous cycle, all members should dedicate their full efforts into game development.” These initiatives will be further discussed throughout the year. In the meantime, please visit www.krafton.com/en/ for the latest information and details.
