KRAFTON, Inc. has officially unveiled a new corporate vision focused on “Bold Imagination” and long-term global franchise growth. The announcement was made during the company’s internal town hall event, KRAFTON LIVE TALK (KLT).
The updated vision reflects KRAFTON’s commitment to expanding major game IPs, accelerating innovation, and strengthening its position as a leading global game publisher representing 21 creative studios worldwide.
New Vision Focused on Innovation and Global Growth
During the event, CEO CH Kim introduced the company’s renewed vision:
“We pioneer the path to players’ dreams. With bold imagination and breakthrough technology, we create unforgettable worlds for fans across the globe.”
The vision reinforces KRAFTON’s dedication to its core gaming business while laying the foundation for sustainable long-term growth. The company plans to combine creativity with advanced technology to deliver immersive experiences to players worldwide.
“Pioneer the Undiscovered” Sets Strategic Direction
As part of its new corporate direction, KRAFTON introduced the slogan “Pioneer the Undiscovered.” The slogan highlights the company’s ambition to strengthen existing franchise IPs while also exploring new genres and creative formats.
KRAFTON will implement a “Learn-Fast, Scale-Up” strategy. Under this model, new franchise IPs will be tested through targeted early releases. Successful titles will then be expanded globally. This approach aims to reduce risk while enabling faster innovation.
The company also confirmed continued investment in AI-driven development tools to improve workflows and enhance gameplay experiences.
Five Core Values to Guide Teams
To support its long-term strategy, KRAFTON introduced five core values:
- Aim for Bold Objectives
- Depth Builds the Edge
- Imagination + Technology
- Fan-First Thinking
- Embrace Global Perspectives
These principles will guide decision-making across development studios and publishing teams, ensuring alignment across its global organization.
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New Brand Identity: “Perspective Shift”
Alongside the new vision, KRAFTON revealed a refreshed corporate identity titled “Perspective Shift.” The updated branding introduces a bold red color theme designed to improve global recognition and reflect the company’s evolution as a global publisher.
According to CEO CH Kim, the new identity symbolizes challenging conventional viewpoints to unlock new creative possibilities.
KRAFTON plans to roll out company-wide training and internal programs to ensure consistent adoption of the new vision and values across all its global teams.
With this strategic shift, KRAFTON aims to strengthen its global franchise portfolio, expand innovation capabilities, and further establish itself as a major force in the global gaming industry.