KRAFTON has announced a refreshed corporate vision and updated core values aimed at shaping its long-term global growth strategy. The reveal came during the company’s town hall event, KRAFTON LIVE TALK (KLT), where CEO CH Kim outlined a renewed direction for the PUBG maker and its expanding portfolio of studios.
Under the theme of organizational alignment at a time of change, KRAFTON introduced its new vision: to pioneer the path to players’ dreams through bold imagination and breakthrough technology, while creating unforgettable worlds for fans worldwide.
At the heart of this shift is a new corporate slogan: “Pioneer the Undiscovered.” The phrase reflects KRAFTON’s ambition to both strengthen its existing major franchise IP and continue experimenting with new genres and creative formats.
The company confirmed it will adopt a “Learn-Fast, Scale-Up” strategy for future projects. In simple terms, this means testing and validating new IP through targeted early releases before committing to full global expansion.
To support the new vision, KRAFTON introduced five core values intended to unify its studios and publishing teams: Aim for Bold Objectives, Depth Builds the Edge, Imagination + Technology, Fan-First Thinking, and Embrace Global Perspectives.
Alongside this, KRAFTON will continue investing in technology, particularly AI tools that can streamline development workflows and improve gameplay experiences. However, the company made it clear that its primary focus remains on building compelling games first.
“KRAFTON is a company that pioneers the path to players’ dreams,” said CEO CH Kim. “The company’s new vision and core values will serve as the starting point for change – delivering unforgettable experiences to fans worldwide in KRAFTON’s unique way and expanding the possibilities of the gaming industry through bold imagination.”
KRAFTON also revealed a new corporate identity under the theme “Perspective Shift.” The updated branding includes a bold red visual identity, symbolizing its evolution into a stronger global publisher that represents diverse studios and franchise IP.
With this announcement, KRAFTON is clearly signaling that it wants to move beyond being known for a single mega-hit and position itself as a long-term global gaming powerhouse built on strong franchises. Good times for games, indeed.
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