ADK Group Begins Strategic Partnership with KRAFTON to Accelerate Global Expansion

ADK Group and KRAFTON Announce Strategic Partnership

ADK Holdings, based in Minato-ku, Tokyo, has officially declared a new strategic partnership with KRAFTON Inc., a globally renowned IP company headquartered in South Korea. This collaboration, stemming from KRAFTON's capital participation, aims to propel ADK's Fangrowth strategy and accelerate its global outreach. The partnership follows a prior collaboration with the American firm Stagwell, announced in January 2025, focusing on the restructuring of ADK's overseas marketing operations.

In conjunction with this partnership, a significant shareholder transition will occur at BCJ-31, the primary shareholder of ADK Holdings. Bain Capital Japan LLC will facilitate this transfer from BCPE Madison Holdings Cayman, L.P. to KRAFTON. This arrangement ensures that Bain Capital continues to provide investment advisory support to BCJ-31 and remains committed to aiding ADK Holdings in its managerial endeavors.

Background and Objectives

The ADK Group's evolution began in November 2017, when BCJ-31, a subsidiary of Bain Capital, became a key investor through a tender offer. The group transitioned to a holding company structure in January 2019, allowing for focused brand identity across its business entities. Over the years, ADK has responded to shifts in the business environment and advertising revenue structures, primarily influenced by digitalization. This response included organizational restructuring, enhancing the digital sector, recruiting professional talent, and nurturing financial growth through active mergers and acquisitions.

The new partnership with KRAFTON, alongside Stagwell, marks a pivotal step in advancing ADK's mid-term management strategies, especially the Fangrowth initiative. By combining ADK's expertise in advertising and content creation with KRAFTON's global IP resources, technology, and financial backing, both entities aim to utilize their unique strengths for sustained growth. This collaboration is anticipated to elevate ADK’s business trajectory, fostering strategic investment opportunities and improving employee benefits.

About KRAFTON

KRAFTON Inc. is recognized for its innovative and creative video game development services. Founded in March 2007 and headquartered in Seoul, KRAFTON has a deep understanding of the gaming industry, consistently pushing boundaries in creativity and technology. The company aims to deliver engaging and captivating games globally while expanding platforms and services to reach a broader audience.

KRAFTON, listed on the Korean Exchange under the securities code KRX: 259960, continues to evolve by creating diverse intersections between gaming and animation.

Expectations from the Partnership

ADK Group's CEO, Toshiya Oyama, expressed confidence in this partnership, highlighting that ADK aims to cultivate a community of fans within the advertising and content sectors by developing and promoting compelling products and services. With KRAFTON’s global gaming prowess, the partnership is expected to leverage their combined capabilities to explore creative opportunities in the Japanese and global content markets.

Changhan Kim, KRAFTON's CEO, reiterated the importance of this collaboration, stating that ADK's extensive knowledge of the Japanese content industry positions both companies favorably to discover new opportunities within the global content business.

Yuji Sugimoto from Bain Capital Japan also shared his thoughts, affirming pride in supporting ADK Group’s endeavors in utilizing potent IP for global outreach. As ADK and Bain Capital seek to elevate digital marketing and content strategies to new heights, KRAFTON stands out as the ideal partner for fostering further growth.

Conclusion

The ADK Group continues to aim for sustained growth, leveraging their partnership with KRAFTON and Bain Capital to navigate the complexities of today’s advertising landscape. By fostering creative synergies between gaming and animation, this collaboration is poised to redefine the future of content creation, both locally and globally.