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NCsoft aims to win back gamers by breaking away from MMORPG-centered business model

Published: 12 Mar. 2026, 18:36 Updated: 13 Mar. 2026, 12:06

Co-CEO Park Byung-moo speaks during a management strategy briefing at NCsoft’s R&D Center in Seongnam, Gyeonggi, on March 12. [KIM MIN-JEONG]

NCsoft was more than shocked when it posted an operating loss for the first time. To win back the hearts of gamers, the publisher vowed to alter its business model, which was centered on massively multiplayer online role-playing games (MMORPGs), and bring what consumers actually wanted.

“We promise to hit 5 trillion won ($3.4 billion) in revenue and have a 15 percent return on equity by 2030,” announced co-CEO Park Byung-moo during Thursday's management briefing at the company’s R&D Center in Seongnam, Gyeonggi.

NCsoft's primary goal is to expand its portfolio by strengthening existing franchises, developing new intellectual properties (IP) and expanding into the casual mobile game business.

The company has long grown on IPs built around its flagship MMORPG titles, namely Lineage and Aion.

However, growing user fatigue over aggressive so-called pay-to-win models and the underwhelming performance of new titles have weighed on the company in recent years. NCsoft recorded its first operating loss in 2024.

Park outlined three key strategies to turn the company around: strengthening legacy IPs, securing new IPs and expanding into the casual mobile game business.

NCsoft aims to hit an annual revenue of 2.5 trillion won in 2026 and 5 trillion won by 2030. The company also plans to increase the share of revenue from casual mobile games and new IP titles, developed internally or externally, to more than 30 percent each starting in 2027 to 2028.

NCsoft announces the upcoming launch of its new game, Lineage2M, during a showcase event on March 31, 2025. [NCSOFT]

To achieve the goal, the company has stepped up investments by signing publishing agreements to distribute games developed by third-party studios and acquiring developers.

NCsoft recruited Anel Ceman, who previously led casual mobile game businesses in Europe, as head of its casual mobile game center in July 2025. On Wednesday, the company also acquired Germany-based mobile gaming platform company JustPlay GmbH for about 301.6 billion won.

“It may look like mergers and acquisitions are active in the game industry, but there are only a few companies with large cash reserves,” Park said. “If you look at company valuations, we are acquiring casual mobile game companies at relatively low prices,” Park said.

Park also promised the company would regain the players' trust by reducing aggressive monetization elements.

“We have been thoroughly communicating with our users over the past one to two years and the games we are preparing will not rely heavily on pay-to-win elements,” Park said. “Earning the trust of players is the most important goal for a game company.”

The NCsoft building is seen in Seongnam, Gyeonggi. [NCSOFT]

Park also pushed back on concerns that generative AI could disrupt the gaming industry. Some analysts have pointed to tools such as Google DeepMind’s virtual world generation model “World,” but Park said such fears are exaggerated.

“It will likely take considerable time before such tools can be used to create large-scale, big-budget games,” Park said. “We are considering using these tools to improve productivity and plan to operate an internal task force focused on productivity innovation through AI.”

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY KIM MIN-JEONG [[email protected]]