Why NC, Nexon, and Netmarble All Skipped 'G-Star' Simultaneously [Buaeri's Game Dictionary]

[Asia Economy Reporter Bu Aeri] The three major domestic game companies known as 3N (NCSoft, Nexon, Netmarble) have declared their absence from 'G-STAR 2021,' the largest game exhibition in Korea. This is the first time that all three companies are not participating simultaneously.

According to the Korea Game Industry Association on the 16th, G-STAR, which was held mainly online last year due to the impact of COVID-19, has decided to hold an on-site event this year. G-STAR will be held from the 17th to the 21st at BEXCO in Busan. However, the three leading domestic game companies, 3N, have decided to focus their efforts on developing new titles instead of attending the event in Busan.

A Nexon representative stated, "We made this decision to concentrate more on preparing new titles." In August, Nexon announced plans to focus the company's resources on developing 10 major intellectual properties (IPs). NCSoft also plans to focus on its new release, 'Lineage W,' which is scheduled for launch on the 4th of next month, instead of participating in G-STAR. Netmarble, which released titles such as 'The Second Country' and 'Marvel Future Revolution' this year, will also devote itself to preparing new games rather than attending G-STAR. Since participating in G-STAR requires deploying numerous personnel, the companies have strategically decided to conserve their strength and prioritize practical benefits.

Cost burdens also contributed to 3N's decision to skip the event, especially after their poor performance this year. It is known that setting up a large booth at G-STAR costs at least 1 billion KRW. Additionally, labor costs and other incidental expenses for booth operation are incurred.

All three 3N companies experienced an 'earnings shock' in the second quarter this year. Netmarble's operating profit dropped by 80.2% year-on-year to 16.2 billion KRW, NCSoft's fell by 46% to 112.8 billion KRW, and Nexon's operating profit decreased by 42% to 157.7 billion KRW. An industry insider said, "3N judged that G-STAR, which requires enormous expenses, is less effective," adding, "It might be better to focus on their own marketing or events."

Instead of 3N, emerging forces known as 2K (Kakao Games and Krafton) are expected to play an active role at G-STAR. Kakao Games is the main sponsor of this year's G-STAR and will operate 100 large booths. G-STAR will have a total of 1,221 booths, with participants including Kakao Games, Krafton, Gravity, Shift Up, and Angel Games.

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This content was produced with the assistance of AI translation services.