Neptune, a subsidiary of Krafton, will fully roll out its edtech platform business in India.
Neptune said on the 18th that its Indian subsidiary, Krafton Ad Platform (KADP) India, signed an official partnership agreement with Krafton for advertising operations on Battlegrounds Mobile India (BGMI).
Neptune entered the Indian adtech market through KADP India, a local subsidiary established in April. In India as well, the goal is to serve as a supply-side platform (SSP) that maximizes advertising revenue for mobile app services and game developers, centered on its mobile ad revenue optimization platforms AD(X) and AdPie.
Under this agreement, Neptune's Indian subsidiary will work with Krafton India to plan and design BGMI's ad inventory. Ad delivery, operations, and optimization will be managed directly by its proprietary adtech platform and operating organization. Advertisers can run ad campaigns for brand awareness and performance marketing by using premium ad inventory within BGMI that Neptune's Indian subsidiary sells and operates.
Launched in 2021 by Krafton, BGMI has secured more than 260 million cumulative users and has become one of India's representative mobile games.
Following BGMI, Neptune plans to secure new media in India—mobile app services or platforms in games, entertainment, and communities with high-quality traffic—to build an independent advertising ecosystem in the country. For Krafton, leveraging Neptune's adtech platform technology carries strategic significance as an attempt at a "self-sustaining business model (BM)" that converts game traffic into advertising revenue.
Neptune's adtech business recorded a cumulative advertising transaction amount exceeding 400 billion won through last year, and within that, AdPie posted a compound annual growth rate (CAGR) of more than 50% every year. More than 140 clients, including Kakao Games, LINE Games, Com2uS, Hancom, KT Whowho, Nudge Healthcare, and SK Planet, have adopted Neptune's solutions.
Kang Yul-bin, CEO of Neptune, said, "This partnership is the starting point for Neptune's Indian subsidiary to target the Indian advertising market," adding, "We will use BGMI's premium ad inventory as a springboard to boost both advertiser efficiency and orders."