Korean gaming companies are accelerating their efforts to penetrate overseas markets, with local operations and response capabilities emerging as new challenges. As the share of overseas sales increases, responding to user sentiment in various countries could significantly impact long-term business.
According to the gaming industry on October 26, major Korean game companies are seeking to expand their operations beyond existing core markets into new regions. The combined overseas sales of five companies—Nexon, Krafton, Netmarble, NC, and Pearl Abyss—reached 6.057 trillion won in the first half of this year, a nearly 60% increase from 3.7981 trillion won during the same period last year. The average share of overseas sales for these companies also rose from about 67% at the end of last year to 74% in the first half of this year.
Some companies rely heavily on overseas markets, with Krafton focusing its global business around the intellectual property of PUBG, while Pearl Abyss aims to secure international users through titles like Black Desert and Crimson Desert.
Krafton is solidifying its presence in established markets such as North America and Europe while exploring opportunities in new regions like South America. However, regarding the establishment of a local subsidiary in Brazil, the company stated, “We are continuously reviewing various regional business opportunities for global expansion,” but added, “There are currently no confirmed or officially decided matters in Brazil.”
As these companies expand internationally, local operations and customer engagement are identified as key variables. In September, the online tournament 'PUBG Asia Stars 2026' faced controversy when two Vietnamese participants were accused of using external information during the competition. Krafton confirmed the violation of operational policies by the two players and imposed permanent bans on their game accounts and participation in official esports events.
Following the sanctions, further controversy arose during the tournament's communication process. Korean participants refused to continue participating in the remaining matches, leading to the cancellation of the tournament's schedule. Krafton later acknowledged its responsibility and apologized, admitting that its operational standards and initial responses, as well as communication with participants and users, were inadequate. This incident sparked a backlash in Vietnam, including user boycotts and disruptions in local esports league operations.
Local PC cafes and esports organizations have also begun to respond. According to Vietnam Net, local PC cafe operators such as Black Kingdom Gaming, Cyber World, and Windy Gaming announced plans to remove PUBG PC from thousands of computers. Local esports organizations have also declared they will not participate in related tournaments and promotional events.
Additionally, the issue of local service regulations warrants separate attention. According to Krafton, the PC version of PUBG is being serviced in Vietnam through the global platform Steam without a local publisher or separate server. The company noted that it is difficult to accurately count the number of local users, as Vietnamese players often access the game using virtual private networks (VPNs).
* This article has been translated by AI.
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