#South Korea #Seoul #Gaming Industry #KRAFTON #Pioneer the Undiscovered

KRAFTON Unveils New Vision and Brand Identity

On February 26, 2023, KRAFTON, Inc., led by CEO Kim Chang-han, introduced its innovative vision and corporate identity in line with current market dynamics and the company's developmental phase. The theme of the new vision focuses on bringing the organization in alignment toward a singular direction amidst transformative changes in the gaming landscape.

KRAFTON aims to "pave the way that no one else walks" to realize the dreams of gamers, championing a bold imagination and technology that transcends expectations. The company asserts that it will strive courageously to forge unforgettable worlds for fans around the globe.

A Vision Grounded in Challenge and Growth

This recent declaration showcases KRAFTON's enduring spirit of challenge and its commitment to sustainable growth, founded on strengths in game development, publishing, and technology. The new vision is intended to provide a compass for both strategic judgments and implementation, ensuring that all members work towards a shared direction.

Underpinning its long-term strategies, KRAFTON plans to accelerate the development of its 'Big Franchise IPs' and expand future value through AI. The company is committed to a 'Learn-Fast, Scale-Up' model—where smaller tests are conducted, and successful ones are quickly scaled—thus exploring new opportunities while fostering proven competitive projects into franchise IPs. In addition, KRAFTON is exploring new business ventures to enhance its core competitiveness, acting on the knowledge and technology it has amassed as a gaming company.

Five Core Values Driving the Vision

To realize its vision, KRAFTON has set forth five core values that will guide the behavior of its creative studios and publishing teams:

• - Boldly Challenging Goals: Embracing ambitious targets that push boundaries.
• - Thoroughly Prepared Efforts: Ensuring meticulous planning and execution in every endeavor.
• - Fusion of Imagination and Technology: Striving for innovation at the intersection of creative thinking and technical prowess.
• - Fan-First Approach: Prioritizing the needs and experiences of fans in every decision.
• - Global Thinking and Sensitivity: Maintaining a worldwide perspective that informs creativity and strategy.

These values will serve as common benchmarks for decision-making, creativity, and long-term growth, enhancing organizational coherence.

Revamped Corporate Identity to Reflect Global Role

In line with this new vision, KRAFTON has also refreshed its corporate identity (CI) to effectively communicate its direction while visualizing the theme of "Perspective Shift." This concept reflects the idea of turning traditional views upside-down to discover and expand new possibilities. The new brand colors feature vibrant red hues that express dynamism and strength, aiming to establish a distinctive brand recognition in the global market.

About KRAFTON, Inc.

Founded in 2007 and headquartered in South Korea, KRAFTON, Inc. creates games that embody unique creativity while publishing potential gaming IPs across the globe. It’s fearless in pursuing bold imagination and technology to create unforgettable worlds for gaming enthusiasts.

KRAFTON encompasses a variety of creative studios including PUBStudios, Striking Distance Studios, and several others committed to continuous innovation and technology advancement in the gaming space. Notable titles developed and published include 'PUBG: BATTLEGROUNDS', 'PUBG MOBILE', 'Subnautica', and many more.

With the slogan ‘Pioneer the Undiscovered’, KRAFTON stands firm in its commitment to a fan-centric approach, with deep immersion in new genres and technological fields. The company continues to expand possibilities in the gaming industry, enhancing its technological capabilities and pushing boundaries.

For more details, visit KRAFTON's official site.

© 2026 KRAFTON, INC.