Crack, an AI character chatbot service from Wrtn, an artificial intelligence (AI) corporations, was selected as this year's main sponsor of G-Star, Korea's largest game show. As major domestic game companies continue to sit out and concerns about attendance grow, the G-Star organizing committee said it plans to break away from a lineup centered on new titles from game companies, broaden its scope to AI and mobility, and strengthen its own content to find a breakthrough. Still, some critics say that as G-Star, which has grown by showcasing new titles and offering hands-on gameplay, expands beyond games, it could turn into a "game show without games."
The Korea Association of Game Industry and the G-Star organizing committee said on the 13th at COEX in Gangnam District, Seoul, that they selected Crack as the main sponsor of G-Star 2026. Crack is a story creation platform that uses AI to help users build their own narratives.
The committee plans to fuse "AI" and "narrative," the core themes of the game industry, to present visitors with a new content experience and industrial potential. Jeong Seung-woo, the committee's Deputy Minister, said, "We see Crack as the optimal partner in that it can encompass both AI and narrative."
◇ Crack, first non-game company main sponsor in G-Star's history
Within the industry, there had been various projections over this year's G-Star main sponsor. This was because major corporations mentioned as candidates successively denied the possibility of taking the main sponsor role, and many large domestic game companies such as Nexon, Netmarble, NC, Krafton, and Kakao Games were said to be considering skipping the event.
As a result, some even predicted that China's NetEase Games or automaker BYD could take the main sponsor role. A game industry official said, "Even as major game companies declared they would not participate, there was no shortage of criticism that the committee was viewing the situation too optimistically."
In the end, this year's main sponsor was finalized as Wrtn's Crack, a non-game company. This is the first time since the event began that a general IT corporations that does not directly develop or service games has taken the G-Star main sponsor role.
◇ Even the first participant list has gaps for Korean game companies… Will Chinese corporations fill them?
The first batch of participants also shows a noticeable absence of large domestic game companies. In the main venue, Busan Exhibition & Convention Center (BEXCO) Exhibition Center 1, Crack will be joined by Google Play, Webzen, and Team42. Notably, major Chinese game companies such as HoYoverse, NetEase Games' Joker Studio, Bilibili, and Century Games also made the list.
Although the full list of participants has not been finalized, many large domestic game companies are expected to skip this year's B2C (business-to-consumer) exhibition. The committee said, however, that it first disclosed corporations that do not require confidentiality at this time and will announce additional participants sequentially.
Industry watchers say the hesitation by major domestic game companies to join G-Star stems from the view that there is little practical benefit. With no new titles to unveil, there is little justification to attend, and as overseas sales grow, participating in foreign conventions such as Gamescom or the Tokyo Game Show is relatively advantageous. The rapid rise of alternative events such as AGF is also cited as a factor.
◇ Committee: "Development cycles for new titles have lengthened… We will improve our structure while preserving our identity"
Regarding talk of a G-Star crisis, the committee pointed to the global game market's shift toward consoles and the lengthening development cycles for major new titles as key reasons. It said there are limits to relying only on exhibited works and that it will significantly bolster the show's own planned content to secure competitiveness.
It also stressed, in response to concerns that selecting Crack as the main sponsor could shake the show's identity, that even if it broadens the spectrum to AI, webtoons, and automobiles, it will preserve its core identity as a game show.
Cho Young-gi, head of the game industry association and G-Star organizing committee chair, said, "Even large game companies do not have many new titles they can show at G-Star," adding, "Rather than how many domestic or overseas game companies have taken part, we think it's more important to make it an event that participating corporations and visitors can be satisfied with."
He added, "We are considering ways to expand content within the bounds of not damaging the basic value of a game show, but we do not believe only game companies must take part as main sponsors just because it is a game show."
G-Star 2026 will be held from Nov. 19 to 22 at the Busan Exhibition & Convention Center (BEXCO) in Busan.