G-STAR 2026 will fill the absence of major domestic game companies with artificial intelligence (AI) and other non-gaming content such as films and comics. With Nexon, NC, Netmarble, and Krafton missing from the current participant list, the G-STAR organizing committee is seeking a way forward through diverse content.
However, the absence of these leading domestic game companies has raised concerns about the status of G-STAR, the country's largest gaming exhibition.
On August 13, the G-STAR organizing committee held a press conference at COEX in Seoul to outline the operational direction for G-STAR 2026, scheduled for November. Cho Young-ki, chairman of the Korea Game Industry Association and G-STAR organizing committee, stated, "We will ensure that both participants and visitors can empathize and be satisfied with the event."
This year, the main sponsor will be Lutten Technologies, which provides an AI character chat service called 'Crack.' In a year where participation from major game companies has decreased, a non-gaming service company is taking the lead as the main sponsor for the first time.
G-STAR has traditionally been a key platform for domestic game companies to unveil new titles and offer users hands-on experiences. However, with the recent decline in participation from game companies, concerns have emerged regarding the scale of the exhibition, the competitiveness of its content, and its identity as a gaming show.
The concerns regarding the departure of domestic game companies have materialized in this year's participant list. Major participants include Crack, Google Play, Webzen, 4:33, HoYoverse, NetEase Games' Joker Studio, Bilibili Games, and Century Games. Among these, only Webzen and 4:33 are domestic game developers. Notably, Nexon, NC, Netmarble, and Krafton, which have participated in previous G-STAR events, are absent from the initial list released this year.
The organizing committee cited changes in the industry structure as a reason for the absence of large domestic game companies. As major developers shift from mobile game development to console game development, the development period and resources required have increased, significantly reducing the opportunities for a single company to showcase new titles at G-STAR.
In response, the organizing committee has set 'expansion of outreach' and 'in-house content expansion' as this year's operational directions. They plan to fill the gaps left by major domestic game companies with webtoons and international and indie games. Highlights will include the key visual from 'Yumi's Cells' and a Hyundai Motorsports experience, while the second exhibition hall will feature special demonstrations from Sega and Koei Tecmo, as well as an indie showcase.
The expansion of non-gaming content will also be prominent at the G-STAR conference. Film directors like Jang Hang-jun from 'The King’s Affection,' webtoon artists, and animation producers will be among the speakers. Main sponsor Crack will also participate as a co-main sponsor of the conference.
It is difficult to avoid the criticism that the organizing committee's expansion of outreach essentially fills the void left by games with cultural content. While acknowledging that there are shortcomings in G-STAR, the committee maintains that it will uphold the fundamental values of the gaming show.
Jung Seung-woo, head of the G-STAR organizing committee, stated, "Even as we broaden the content area, it will be done within the limits that do not undermine the basic value of a gaming exhibition," adding that they are considering ways to expand content while maintaining the principle that G-STAR must remain a gaming show.
Concerns have also been raised regarding the effectiveness of holding G-STAR in Busan, given the distance from the capital region, transportation accessibility, and accommodation costs. In response, a Busan city official stated, "We are providing 3 billion won annually and administrative support, and we are also considering additional financial support."
Jung added, "The location for G-STAR is selected through a bidding process by local governments," emphasizing that the organizing committee does not engage in activities to attract or collaborate with specific cities.
The global blockbuster game 'GTA 6,' which coincides with the G-STAR opening and release schedule, is also seen as a variable for its success. The new title from Rockstar Games is a sequel to the globally successful 'GTA 5.' Given the long-term success and high recognition of previous series, it is considered one of the most anticipated titles in the global gaming market this year.
Industry analysts suggest that during the G-STAR period, interest from gamers and influencers is likely to focus heavily on GTA 6. As G-STAR has strengthened its on-site and online content using influencers in recent years, the release of GTA 6 could also impact online buzz and content dissemination.
Cho acknowledged, "I believe it could have an impact," but added, "This is still a matter we have not deeply examined, and we will consider ways to minimize its effects on G-STAR."
* This article has been translated by AI.
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