Highlights
- Krafton introduced its ‘Pioneer the Undiscovered’ motto for strengthening its gaming business.
- The PUBG publisher will adopt a “Learn-Fast, Scale-Up” approach to build new global IPs beyond established franchises.
- Krafton affirmed its global publisher evolution with a new corporate identity (logo).
Krafton Inc. has unveiled a new corporate vision centered on bold imagination and global franchise expansion to strengthen its “game development, publishing, and technology.” The initiative, announced during the KRAFTON LIVE TALK (KLT) event on Feb 26, 2026, also unveiled a new corporate identity (logo) for the South Korean gaming publisher.
In an official press release, Krafton CEO CH Kim introduced the company’s vision as “Organizational Alignment Toward One Direction at a Point of Change.” The company has positioned the vision as a driver of its core gaming business.
The publisher also introduced a corporate motto, “Pioneer the Undiscovered,” alongside five core corporate values intended to support its expansion model. “The company’s new vision and core values will serve as the starting point for change,” said Kim, emphasizing Krafton's exploration of new genres and creative formats.
Krafton’s Franchise Strategy
Under this framework, the company will follow a mid-to-long-term strategy, where they use a "Learn-Fast, Scale-Up" model. Krafton plans to leverage this model to find and validate new franchise IP through targeted early releases before launching internationally.
To explore this new path, Kim emphasized “bold imagination,” encouraging ambitious, high-impact projects. In a January KLT event, the company has already affirmed its intention to create new IPs and an upcoming 26-game lineup to diversify growth beyond established titles.
Krafton also announced five core values, central to executing the company’s new vision. These values are: “Aim for Bold Objectives,” “Imagination + Technology,” “Depth Builds the Edge," "Embrace Global Perspectives," and "Fan-First Thinking."
Together, these five values indicate that the publisher is seeking structural longevity rather than a hit-driven revenue. “These values are intended to align teams around shared standards for decision-making, creativity, and long-term growth,” stated the company.
Krafton’s Global Publisher Identity
Krafton’s strategy reframes the company as a global IP platform rather than a single-franchise operator. The “Pioneer the Undiscovered” motto signals an intent to explore new genres and expand established properties into broader ecosystems.
Krafton Inc.
The company also introduced a refreshed corporate identity, titled Perspective Shift, to reflect its evolution into a global publisher. The logo introduces “a bold red brand color” design. As per the company briefing, the new logo symbolizes the need to break conventions for bringing new creative possibilities.
Krafton’s new vision aligns with its international expansion efforts, including North America, Europe, and Asia. The company also invests in and localizes esports initiatives in India through Krafton India. The company has already announced plans to establish new studios worldwide in 2026.
