NCSoft's Gamerscom Strategy Shifts to 'Global' with New Shooter Cluster and Mobile Casual Push

The event opened with the 'Opening Night Live' (ONL) stage, where NCSoft debuted a trailer for Like or Die, formerly known as 'Project Bonfire'. Unlike the standard practice of dubbing Korean titles into English to mask their origin, this presentation featured original Korean audio. This choice reflects a broader industry trend where Western audiences have become more accepting of non-English content, viewing original language tracks as an asset rather than a barrier. For Like or Die, a team-based survival FPS built around the 'Kwaya Stream' platform, voice acting and rhythm are intrinsic to the gameplay experience, making dubbing unnecessary.

Beyond the trailer, NCSoft's strategy at Gamescom was defined by a deliberate departure from its core strengths. While the publisher is historically renowned for MMORPGs, the company showcased two new shooters and positioned mobile casual games as a primary growth engine. This 'shooting cluster' initiative includes Time Takers, a third-person shooter entering Steam Global Playtest on September 5; Sunder City, an open-world cinematic FPS; and Like or Die. These titles represent a strategic expansion into genres that are dominant globally but less prevalent in the domestic Korean market.

The company's commitment to this global shift is backed by significant organizational restructuring. NCSoft established a Mobile Casual Center last August, hired key talent like Ahn Eul-che-mal, and acquired stakes in major regional platforms: 67% of Vietnam-based Indigo Group for $1.534 billion and 70% of German reward platform JustPlay for $22 million. These moves demonstrate a clear intent to build infrastructure in Europe and Southeast Asia rather than relying solely on domestic operations.

Perhaps the most significant signal came from Aion 2. Scheduled for early access on September 30 and a full simultaneous launch across North America, South America, Europe, and Asia on October 5, the title is being treated as a global product from the start. The PC-exclusive release excludes mobile support to align with Western preferences. Furthermore, the business model has been fundamentally altered: cash-gacha mechanics have been removed in favor of a membership and battle pass structure. This adjustment directly addresses Western players' resistance to pay-to-win systems, effectively discarding the revenue formulas that traditionally define Korean MMORPGs.

Collectively, these actions—using original language at global events, focusing on international genres, restructuring for regional markets, and adapting monetization models—confirm that NCSoft is no longer simply translating its domestic hits for export. Instead, it is rebuilding its company architecture with the global market as the default setting.