PUBG

Krafton Inc., the creator of PUBG: Battlegrounds, is doubling down on its ambition to become a global gaming leader. The company has announced plans to invest over 200 billion won ($136 million) this year across more than a dozen gaming studios. CEO Kim Changhan revealed this strategy as part of a broader initiative to expand Krafton’s content portfolio and leverage cutting-edge artificial intelligence technologies. Under Kim’s leadership, the company has grown its AI team to 80 engineers and is set to add 35 more in 2025, reinforcing its commitment to technological advancement.

Over the past two years, Krafton has allocated approximately $680 million to acquire minority stakes in game studios and startups in markets such as Texas and Tokyo. This strategic investment drive aligns with its vision of scaling operations and diversifying revenue streams globally. The company’s financial performance is also on the rise, with shares in Seoul surging over 70% since early 2024, fueled by record-breaking revenues in the year’s first nine months. With an impressive 45% operating margin in the third quarter, Krafton continues to derive the majority of its income from international markets, solidifying its position as a global powerhouse.

AI is a cornerstone of Krafton’s future. At CES in Las Vegas, the company, in collaboration with Nvidia Corp., unveiled an innovative AI feature for non-player characters (NPCs). This “co-play character” technology adapts NPC behavior based on player attributes and scenarios, debuting in Krafton’s upcoming Inzoi life simulation game, set to launch in early access for PC in March. Plans are underway to incorporate similar features into the PUBG franchise, although challenges remain in ensuring AI functionality on systems with limited hardware capabilities.

India is another critical market for Krafton’s growth. Following PUBG’s 2020 ban in the country, Krafton took charge of publishing responsibilities, relaunching the game in 2023. Today, the company has over 100 employees dedicated to its Indian operations and has engaged with more than 1,000 gaming studios to explore opportunities. Recent acquisitions include EF Games in Madrid, Tango Gameworks in Japan, Ruckus Games in Texas, Wolf Haus Games in Montreal, and Day 4 Night Studios in the United States. These moves exemplify Krafton’s aggressive expansion strategy as it cements its leadership in the global gaming industry.
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