Krafton said on the 26th that it announced a new vision and core values through its in-house communication program "KRAFTON LIVE TALK."
Chief Executive Kim Chang-han of Krafton unveiled a new vision under the theme "organizational alignment in one direction at a time of change." The new vision is: "We pioneer the path to players' dreams. With bold imagination and breakthrough technology, we create unforgettable worlds for fans across the globe," encapsulating a spirit of challenge and a future-oriented direction.
The slogan that sums up the core of the vision is "Pioneer the Undiscovered." It reflects the will to focus on the essence of the game business while pushing beyond boundaries in new genres and technology domains.
Through this vision proclamation, Krafton aims to clarify its mid- to long-term strategic direction amid changes in the game industry environment and the spread of artificial intelligence (AI) technology. It presented securing "big franchise IP" and expanding AI-based future value as key tasks. After verifying potential through small challenges, it will continue a strategy of scaling projects with competitiveness and nurturing them into franchise IP.
It also newly established five core values to realize the vision. ▲ A bold pursuit of purpose ▲ Meticulously prepared attempts ▲ The fusion of imagination and technology ▲ Fan-centric thinking ▲ Global mindset and sensibility.
In line with the new vision system, the corporate identity (CI) was also revamped. With the concept of "Perspective Shift," it embodies the idea of discovering new possibilities by shifting from familiar viewpoints. By applying a red family of brand colors, it emphasized its identity as a global publisher.
Chief Executive Kim Chang-han said, "Krafton is a company that pioneers paths no one else takes to realize players' dreams," adding, "Based on our new vision and core values, we will deliver new experiences to fans around the world and expand the possibilities of the game industry."