How Krafton is Leveraging Game Technology to Explore AI and Robotics
Krafton, the renowned publisher behind popular titles such as PUBG: Battlegrounds, inZOI, and the developer Tango Gameworks known for Hi-Fi Rush, is investigating the potential application of its advanced gaming technologies beyond entertainment. Specifically, the company is exploring how its expertise might contribute to innovations in physical artificial intelligence (AI) and robotics.
Strategic Vision Rooted in AI-First Transformation
This initiative was revealed during Krafton’s 2026 management strategy presentation, where CEO Changhan ‘CH’ Kim outlined the company’s mid- to long-term growth objectives. Since declaring its shift to an “AI First” organization last year, Krafton has been committed to integrating AI to create new value, aiming to revolutionize both gameplay and operational processes.
While the exploration of physical AI and robotics is considered a long-term research avenue rather than an immediate commercial focus, Krafton emphasizes that its experience managing expansive virtual environments and physics-driven simulations provides a unique foundation for these ventures. However, the company has yet to specify concrete applications or timelines for this crossover.
Building on AI to Enhance Gaming and Development
Krafton’s AI integration began in 2021, primarily targeting improvements in gameplay dynamics and development workflows. Innovations such as Co-Playable Characters (CPCs) exemplify how AI is being used to enrich player interaction and streamline production. The company believes that advancing AI capabilities will not only automate routine tasks but also enable the delivery of distinctive user experiences, fostering innovation across all its services.
Despite some skepticism within the gaming community regarding AI’s role, Krafton remains committed to expanding its AI-driven initiatives, continuously seeking new opportunities to leverage its technological and research expertise to strengthen its core competencies.
Accelerating Game Development and Expanding the PUBG Universe
Alongside its AI ambitions, Krafton announced plans to accelerate its game development pipeline with a slate of 26 carefully selected new projects. This strategy focuses on launching titles in targeted markets with established fan bases, allowing data-driven evaluation of each game’s potential before committing to broader releases.
Among these upcoming titles are Subnautica 2, Palworld Mobile, and Now Law, with 12 games slated for release within the next two years. This approach aims to cultivate sustainable franchise intellectual properties (IPs) by validating concepts early and scaling successful projects.
Expanding PUBG as a Content Ecosystem
Krafton is also dedicated to evolving the PUBG IP into a versatile content platform. Plans include enhancing sandbox-style user-generated content features, empowering players to create and share their own in-game experiences, thereby fostering a vibrant community ecosystem. Additionally, the company is preparing to launch new genre expansions with titles like PUBG: Black Budget and PUBG: Blindspot, broadening the franchise’s appeal.
Recent Organizational Adjustments Amid Growth
These strategic developments follow Krafton’s recent voluntary resignation program, initiated just two months after reporting record quarterly revenues. Concurrently, the company implemented a hiring freeze outside of AI-focused teams and divisions responsible for original IP development, signaling a concentrated investment in innovation and core growth areas.
