KRAFTON is making big moves in the global gaming industry, and the focus is clearly on India. The company calls India its "second home base." This strategy is much more than just exporting games. KRAFTON is building a sustainable, long-term growth model by cultivating the entire local game ecosystem.
India is an attractive market. It is growing fast (over 15% annually), has a large young population, and favors mobile gaming. Let’s look at the core elements of KRAFTON’s winning strategy.
Part 1: The Cornerstone — Making a National Game
1.1. ๐ฎ BGMI: A Dominant Player in India
Battlegrounds Mobile India (BGMI), KRAFTON's flagship title in the country, launched in 2021. It quickly became India's national game, gaining over 250 million cumulative users. BGMI is the central pillar supporting KRAFTON’s broader ecosystem efforts.
Growing Esports: KRAFTON significantly expanded its eSports operations. It plans to run a total of 8 tournaments, including major events like BGIS and BMPS, plus four new open challenges. This large schedule helps nurture local talent and deepen player engagement.
Local Partnerships: BGMI actively collaborates with major Indian brands. Partnerships with companies like Mahindra, Hero MotoCorp, and PepsiCo integrate the game into the fabric of local culture and commerce.
Content Localization: KRAFTON extends its reach by producing content in local regional languages, not just Hindi. This includes animated series and marketing materials, making the game accessible and relatable to diverse users.
Part 2: Investing Deeply — The Ecosystem Builder
2.1. ๐ฐ Investing Over 300 Billion KRW
KRAFTON is transitioning from being just a game publisher to an ecosystem builder. It has invested over 300 billion KRW (approximately $220 million USD) in the Indian market.
Acquiring Local Expertise: KRAFTON secured management rights for Nautilus Mobile, a developer specializing in Indian cricket games. This move brings valuable local development expertise in a highly popular genre.
Developing Cricket IP: KRAFTON plans to directly publish "Real Cricket 24," leveraging the immense popularity of the sport in India.
Funding Startups: The company invests in various local startups and collaborates with multiple developers. This supports the creation of new games across various genres, diversifying the local content landscape.
2.2. ๐งพ Adapting to Local Infrastructure
KRAFTON's strategy includes crucial adjustments to suit the local consumer environment, especially concerning payment and telecommunication systems.
Telco Collaboration: KRAFTON partnered with Jio, a major local telecom provider, to launch a "Gaming Pack" data plan. This plan bundles in-game items, making it more appealing and affordable for players.
Hybrid Payment: It introduced a hybrid payment system, linking offline top-up options with online payment methods. This makes transactions easier for users who may lack traditional online banking access.
Micro-Transaction Focus: KRAFTON adjusted its minimum payment unit to around the $1 level. This small-scale payment strategy caters to the local economic reality and encourages broader participation.
Part 3: The Long Game — Sustainability and Global Benchmarking
3.1. ๐ฑ Building Sustainable Growth
KRAFTON prioritizes building a sustainable ecosystem over achieving short-term profits.
Government Relations: The company strengthens its relationship with the Indian government. It explores long-term partnerships through educational and technological exchanges, showcasing a commitment to the country's development.
Beyond Export: This comprehensive approach—covering deep localization, strategic investment, infrastructure cooperation, and IP development—is KRAFTON’s hallmark.
3.2. ๐ฏ A Global Blueprint
KRAFTON's activities in India serve as a model case for global gaming companies. It shows how they can achieve sustained growth in emerging markets by deeply integrating with the local culture and infrastructure rather than just pushing their existing products. Their focus on the community, eSports, and local content ensures they are a partner, not just a seller. This deep commitment sets them up for long-term success in one of the world's most promising gaming territories.
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Thanks a lot