April 20, 2024

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[THE INVESTOR] Korean game developer Bluehole said on Nov. 5 that it has launched a new brand, called Krafton, to represent a group of game developing units under its wings.

The company houses different units of game developers and studios that independently roll out their own game titles. PUBG, Bluehole Pnix, Bluehole Squall, Red Sahara Studios, and Delusion Studio are some of the subsidiaries working under the firm.

Bluehole said that the newly created alliance will allow its subsidiaries to work and grow together while maintaining their independence.

The name of the group, which originates from the craft guild, an association of craftsmen in the Middle Ages in Europe, embodies craftsmanship and the spirit of relentless challenge, according to the company. It was chosen among 900 candidates after a five-month long name-picking process with the Bluehole members and outside partners and experts.

“The creation of the new alliance shows the goal of the company to become a game developing powerhouse and grow together in the global market,” Bluehole CEO Kim Hyo-sub said in a statement.

Bluehole also said it plans to change the company’s name to better represent the identity of each units and the Krafton group after a series of discussions with shareholders and reviews.

“Tera,” “Playerunknown’s Battleground” and “Bowling King” are some of the game titles developed by Bluehole’s subsidiaries.

By Kim Young-won (wone0102@heraldcorp.com)