With an annual push of $50 million, PUBG developer Krafton places a large wager on India in hopes of creating another popular game

With new funding and long-term intentions to create another hit game, PUBG: Battlegrounds’ South Korean publisher Krafton is getting ready to expand its presence in India. The company has decided to pump in at least $50 million every year into the Indian market, alongside scouting for potential acquisitions, as it now aims to change its focus from slower-growing regions like China and the United States.

Because of the success of PUBG Mobile and its local variant, Battlegrounds Mobile India (BGMI), India has consistently risen to one of Krafton’s top five global markets. The business now views the nation as essential to its next stage of expansion, especially as Chinese competitors encounter difficulties as a result of New Delhi‘s ban on Beijing-affiliated apps.

Sean Sohn, the president of Krafton’s India business, said in an interview with the Financial Times that it would be challenging to duplicate PUBG’s popularity, but the company still prioritizes it. Sohn stated, “It is difficult to create a huge hit like Battlegrounds again.” “But creating another popular game is our main challenge.”

The gaming market in India is growing quickly, although its worth is still lower than that of international standards. According to market research firm Niko Partners, there were 444 million gamers in the nation last year, a 12% increase from the year before. Nevertheless, the market as a whole represents a small portion of the $14.4 billion South Korean gaming sector.

Sohn clarified that Indian customer behavior presents both opportunities and challenges. India is a challenging market. According to him, users are not as open to trying out new games and are hesitant to invest a lot of money on them. “But once they get to enjoy a game, they show strong loyalty.”

Krafton’s push comes at a time when the local gaming ecosystem is undergoing a big shake-up. The government recently banned all real-money online games, whether based on chance or skill, forcing major players such as Dream11, MPL, WinZO and PokerBaazi to halt operations in their main businesses. While the ban has disrupted the sector, Krafton’s free-to-play titles remain unaffected, giving the company more space to grow.

The youthful population of India contributes to its allure. With 65 per cent of its 1.4 billion population under the age of 35, the country represents one of the largest gaming audiences in the world. For Krafton, this means both a challenge of monetisation and an opportunity to build long-term brand loyalty.