Krafton, the South Korean gaming giant behind the global phenomenon PUBG: Battlegrounds, is embarking on an ambitious expansion, with 26 games currently in its development pipeline. The company explicitly states its continued hunt for a “big franchise IP,” a strategy detailed in a recent blog post on its website, as reported by GamesIndustry.biz. This extensive lineup underscores Krafton’s commitment to diversifying its portfolio and securing sustainable growth beyond its flagship title.
The pursuit of a “big franchise IP” signifies a project designed to transcend a single game, expanding across various genres, content formats, and service models. Krafton aims for this approach to drive repeatable, long-term success, echoing the enduring appeal of franchises like Pokémon or Mario. With 12 of these new titles slated for launch within the next two years, including anticipated releases such as Subnautica 2, Palworld Mobile, and No Law, the coming period will be critical for the company’s strategic vision.
Krafton’s development strategy centers on “early validation and clear decision gates” to ensure each project’s viability. This data-driven approach focuses on identifying core fan bases in specific markets, allowing the company to assess long-term potential before committing significant resources. Such a methodical process is essential in the highly competitive and unpredictable video game industry, where large investments can quickly turn into losses without careful planning.
Expanding the PUBG Ecosystem and New IP Strategy
While nurturing new IPs, Krafton remains dedicated to expanding the PUBG universe. Plans include “cultural collaborations” and service improvements to enhance the existing battle royale experience. The firm is also developing user-generated content (UGC) capabilities for the franchise, a move that could significantly extend its lifespan and community engagement. Previous expansions of the PUBG IP, such as Black Budget and Blindspot, demonstrate this commitment.
CH Kim, Krafton CEO, emphasized the company’s core focus: “We will remain focused on Krafton’s core gaming business as we begin to move into the execution phase of producing new titles.” This statement highlights a dual strategy: evolving PUBG into a broader content platform while simultaneously cultivating new franchise IPs through its robust development pipeline and creative leadership. This balance is crucial for maintaining current revenue streams while investing in future growth drivers.
The AI-First Ambition and Market Validation
Beyond its game development pipeline, Krafton is aggressively pursuing an “AI-first” company transformation, a strategy first revealed in October 2025. This initiative currently involves integrating AI into game development processes, streamlining production, and enhancing player experiences. However, Krafton’s ambitions extend further, exploring how its game technology can be applied to “physical AI and robotics,” signaling a broader technological vision for the company.
The transition to an AI-first model represents a significant investment in cutting-edge technology, potentially reshaping how games are created and consumed. This forward-looking approach positions Krafton at the forefront of innovation within the industry, though it also presents challenges. For instance, the company is currently involved in a legal dispute with the lead developers of Subnautica 2, who were removed last year, underscoring the complexities inherent in managing a vast and ambitious development portfolio. The success of Krafton’s AI integration will be closely watched by industry analysts, as highlighted by recent reports on AI’s impact on game design and production, such as those from GamesIndustry.biz and VentureBeat.
Krafton’s extensive pipeline of 26 games, coupled with its strategic hunt for a new “big franchise IP” and an “AI-first” transformation, outlines a period of intense activity and high stakes. The company’s methodical approach to market validation and its commitment to both expanding PUBG and fostering new titles demonstrate a clear vision for long-term dominance. The coming years will reveal whether this ambitious strategy successfully yields the next generation of gaming blockbusters and solidifies Krafton’s position as a global entertainment powerhouse.
