‘IP is our asset’, Krafton’s Vision for Expanding Its Universe

(MHN Park Sung Ha)  Krafton has shown a high level of dependency on its Battlegrounds (PUBG) IP.

In the first quarter of 2025, most of the mobile division’s revenue, amounting to 532.4 billion KRW, came from Battlegrounds Mobile and its localized version, BGMI, for the Indian market. This structure could pose a risk to the company in terms of growth and stability.

To address this, Krafton launched a new IP, 'inZOI,' on March 28th in early access. Within just a week, it achieved over 1 million units sold, marking the fastest sales pace in the company's history.

Additionally, on April 23rd, Krafton globally launched the PC life simulation game 'Dinkum'. This game was localized in 14 languages, enhancing its accessibility to users in various countries.

Krafton’s development and release strategy for new IPs focuses on long-term growth and risk diversification rather than short-term revenue boosts. In particular, diversifying its portfolio across different genres and platforms in the global market is expected to contribute to the company’s stability and sustainability.

Moreover, Krafton announced its 'Franchise IP' strategy in January, revealing plans to expand its IP across multiple media. To achieve this, the company is pushing forward with three key strategies: strengthening in-house production capabilities, expanding publishing, and optimizing resource allocation.

Krafton is simultaneously working on developing new IPs and expanding existing ones, particularly through its 14 creative studios.

For instance, Krafton is working on a project titled ‘Windless,’ based on the Korean fantasy novel Tears of the Bird, which will span games, animation, and novels. The project is being developed in collaboration with Hollywood concept artist Ian McCaig, with the aim of visualizing the universe and positioning it as a competitive IP in the global market.

Additionally, Krafton has been exploring the use of its existing popular IP in various fields. Over the past few years, webtoons based on the Battlegrounds universe, such as Silent Night, 100, and Retreats, have been created to engage readers. This strategy aims to expand touchpoints with fans beyond games and create new revenue models.

With webtoons and animation gaining notable attention in global markets, Krafton’s success in expanding its IP will be worth watching.

Overall, Krafton’s IP expansion strategy focuses on building long-term fandom and diversifying revenue streams rather than seeking immediate revenue increases. The strategy aims to expand touchpoints with fans through various types of content and lay the foundation for sustainable growth.

photo=Yonhap News, Ylab, Krafton