Krafton is seeking to reinvent itself as a company that discovers and develops fun games, with a strategy to foster promising titles into franchises regardless of genre or IP. At Gamescom 2026 in Cologne, it unveiled five new games spanning multiple genres and development approaches. The company says it is pursuing a publishing strategy built on challenging genre conventions, working with external studios and reinterpreting existing franchises, while strengthening a repeatable system to find, validate and scale up franchise IP.

Samsung Electronics is shifting its gaming strategy from standalone device performance to connectivity across devices. At Gamescom 2026 in Cologne, it presented an integrated gaming ecosystem linking PC, console and mobile under the #PlaySamsung slogan, with four themed zones. The booth used a Korean PC cafe concept and included hands-on demos, cloud gaming and storage products. Samsung also highlighted software cooperation with Activision Blizzard for Call of Duty: Modern Warfare 4.