Krafton set out a mid- to long-term direction aimed at focusing on the essence of its game business while continuing challenges in new genres and technology areas.

On Feb. 26, Krafton announced a new vision and core values through its internal communication programme, 'Krafton Live Talk'.

Krafton CEO Kim Chang-han (김창한) unveiled the new vision under the theme, "Aligning the organisation in one direction at a time of change." The vision says: "To realise gamers' dreams, we take paths no one else takes. With bold imagination and technology beyond expectations, we boldly challenge and pioneer to create an unforgettable world for fans around the world." It reflects the company's spirit of challenge and future-oriented DNA.

The slogan capturing the vision's core message is "Pioneer the Undiscovered". It was adopted to clarify the direction to pursue and standards for judgment during a paradigm shift driven by changes in the gaming industry's environment and the spread of artificial intelligence (AI) technology.

Based on the new vision, Krafton will also pick up speed in securing "big franchise intellectual property (IP)," its mid- to long-term strategy, and expanding future value through AI. It is pursuing a strategy of validating new possibilities through small, fast challenges and cultivating projects that have proven competitiveness into franchise IP. It also plans to review new businesses and step up growth strategies based on accumulated technology and capabilities.

Krafton also newly established five core values for realising the vision. They are: challenging toward a bold purpose; thoroughly prepared attempts; a combination of imagination and technology; fan-centric thinking; and global thinking and sensibility. The company said these values will be used as common standards in future project execution and major decision-making processes.

In line with the new vision system, it also fully revamped its corporate identity (CI). The new CI visualises bold challenges through a "Perspective Shift," meaning it shifts familiar viewpoints to discover and expand new possibilities. It applied a vivid and strong red colour series as its brand colour to secure differentiated recognition in global markets.

Kim said, "Krafton is a company that pioneers paths no one else takes to realise gamers' dreams," adding, "The newly declared vision and core values will be a starting point for change that delivers unforgettable experiences to fans around the world in Krafton's own way and expands the possibilities of the gaming industry through bold challenges."