This article was originally published on April 18, 2025 - read the full issue here

By Patrick Garratt 

NC America is taking its time. Having only been established in 2023, the offshoot of Korean publisher NCSoft is, as CEO Jeonghee 'JJ' Jin describes, a "bright new western publishing studio" seeking partners and serving as a conduit for MMORPG content created by the publisher's Korean studios.

But although NC America is western, its roots remain resolutely Korean.

As the company releases Project Wolf, a werewolf update to venerable Korean MMORPG Lineage II – a game in permanent operation since 2003 – Jin exposes a strategy corresponding directly to current industry trends of efficient development, tight spending and reduced exposure.

"Big investments, big projects – I think everyone feels they're a little risky," she says. "At my studio we're really trying to take everything in a step-by-step approach. We just launched Blade & Soul Neo, which is a remastered version of the original Blade & Soul game, and we didn't spend a lot of marketing dollars on purpose.

"I really wanted to see how [the game] could do without spending too much money. We're getting really good reactions."

This new version of an MMO originally released in Korea in 2012 and in western territories in 2016 is now available via Purple, NC America's proprietary distribution platform, and not on the other major stores. You can't download it from Steam, for example. And this tactic of repurposing longstanding Korean IP and controlling its distribution is likely to continue.

"I have to say no for now," Jin says when asked if NC America has plans to create content specifically for the American market.

"But we are also looking for partners who can do that with us. I'm not really trying to build separate development – I'm really focusing on rebuilding publishing capabilities. But if there is any good studio who can create great content for western audiences, we'd love to work with them."

Culture shock

While a low-cost approach to bringing Asian content to western markets is showing promise, cultural preferences play a factor in properties moving successfully from Korea to the US. This transition is no easy task.

"I think we have to admit that it's a difficult job to do," Jin says, "to balance out cultural differences and make the game created by all the Korean developers fit better into the western audience."

She presses on the fact that transferring Korean content this way is a constant learning process in terms of tweaking expectations of business models and player behaviours. Despite the cultural differences between Korean and American gaming cultures, however, Jin believes that the universality of NCSoft's MMO content will allow the old releases and remakes to thrive.

"Nowadays, I think the content is really the important thing. The origin of the content – where it was made or where it actually kind of started – really doesn't matter anymore.

"We can also take examples from K-pop and K-drama. Korean content became really popular not because it's Korean, or because they really wanted to make it fit to certain cultures, but because it's fun to watch or fun to listen to.

"Many people across the world can enjoy it. I think that's how Korean content grew as more of a world phenomenon."

As it celebrates its 21st anniversary in the US, Lineage II is an enduring example of Korean content successfully establishing itself in the west. Project Wolf, released this week, is a strategic move to both revitalise the game and celebrate its longevity. The new content is designed to target a loyal playerbase while also offering an attractive entry point for new players.

A cautious approach

"There's a big playerbase [for] Lineage II, but there are also a lot of players who stopped playing at some point and haven't really returned. This is a really good opportunity for them to come back and check up. But of course, this is an MMORPG, so for whoever wants to try the game for the first time, I think this is going to be good timing for them to just try it."

Jin's approach to NC America is directly in line with the strategy we're seeing adopted widely within the game industry of 2025, one of modest budgets and constant risk management. The CEO has an MBA from Stanford, but also a masters in social psychology from the University of Seoul, after which she worked in the Korean tech industry.

Her experience in Korean market research, consulting and game strategy divisions, specifically at NHN, gave her firsthand knowledge of the Korean internet and gaming industry. The MBA from Stanford broadened her perspective, revealing the limitations of relying solely on data and the importance of understanding players and markets in the west. This combination of Korean and western education and experience has shaped her cautious, step-by-step approach at NC America, focusing on low-cost launches, understanding player feedback, and seeking partnerships to publish content that will resonate with overseas audiences.

As our interview draws to a close, Jin says she could talk all day on these topics. This endless consideration of the way players behave, how different markets respond to content, and how to survive in some of the toughest market conditions the videogame industry has seen for years suggests that Lineage II is in good hands, 21 years in.

This article was originally published on April 18, 2025 - read the full issue here