[Edaily Reporter An Yu-ri ] "G-STAR," South Korea’s largest game exhibition, has signaled its transformation into a comprehensive content event by expanding its scope to include artificial intelligence (AI), webtoons, and movies. The plan is to move away from the traditional model of relying solely on the exhibition of new games and instead expand its own content offerings to attract new visitors. While AI startup Rüthen’s “Crack” is serving as the main sponsor, major domestic game companies were not listed among the participating companies announced that day.

Cho Young-ki, Chairman of the G-STAR Organizing Committee, stated at a press conference held at COEX in Seoul on the 13th, “We determined that, in the rapidly changing gaming market environment, there are limits to raising G-STAR’s profile by relying solely on the existing model centered on exhibited titles,” adding, “We will expand our scope and grow G-STAR through collaboration with various fields, such as AI and OSMU content.”

The G-STAR Organizing Committee unveiled the exhibition operation guidelines and key programs for “G-STAR 2026,” scheduled to take place at BEXCO in Busan this November. The core strategies highlighted by the committee this year are “expanding the scope” and “increasing in-house content.”

This decision stems from the assessment that, as major domestic game companies have recently shifted their development focus from mobile to PC and console blockbusters—resulting in longer development cycles—sustained growth would be difficult to achieve through the traditional exhibition model, which relies solely on the unveiling of new titles.

This shift is evident starting with the main sponsor. The role will be filled by “Crack,” an AI character chat platform developed by Ruten. This marks the first time a non-gaming company has served as the main sponsor.

Collaborations with webtoons will also be expanded. This year’s main key visual will feature the IP from Naver Webtoon’s “Yumi’s Cells” by artist Lee Dong-geon. Various merchandise items based on this IP will also be produced. A separate pop-up store is scheduled to open at HYUNDAIDEPARTMENTSTORECO.,LTD in Pangyo this coming September, ahead of the event.

The event will also increase its collaboration with other content industries, such as film and animation. At the G-STAR conference “G-CON,” director Jang Hang-jun, along with game developers, webtoon artists, and animation producers, will participate to discuss storytelling and narrative in the AI era.

HyundaiMotor is also joining G-STAR. The finals of the “2026 Hyundai N Virtual Cup,” a sim-racing esports championship that Hyundai has hosted since 2004, will be held during G-STAR. Along with sim-racing experiences, high-performance vehicles from the Hyundai N brand will be on display. Sony Interactive Entertainment’s “Gran Turismo 7” has been selected as the official racing game. A mini-concert by singer QWER, in collaboration with main sponsor Crack, will also take place.

Hall 1, the largest B2C space, will feature participants including Crack, Webzen Inc., and Google Play. Chinese game companies such as Hoyoverse, Joker Studio (a subsidiary of NetEase Games), Bilibili Games, and Century Games have also confirmed their participation.

On the other hand, major domestic game companies—including the so-called “3N” (Nexon, Netmarble Corporation, and NC) and KRAFTON—were not listed on the roster released today.

In response, the organizing committee clarified that not all participating companies have been announced yet. Director Jeong stated, “I would like to point out that the list of participants released now is not the complete list,” adding, “While I cannot provide exact details on the scale or content, major domestic game companies are also participating.”

The organizing committee also stated that G-STAR’s success should not be judged solely based on the participation of major game companies. Chairman Cho said, “We always hear comments like, ‘Why aren’t major domestic game companies participating more?’ and, on the other hand, ‘Why is participation from overseas game companies so low?’” He added, “This is not an event defined by a binary distinction of how many major domestic game companies or overseas game companies are participating; what’s important is creating an event that satisfies both participating companies and visitors.”

Criticism has also emerged that G-STAR might be losing its identity as a “game show” by significantly expanding non-game content such as AI, webtoons, and automobiles. The organizing committee emphasized that there has been no change to its principle of keeping games at the center.

Director Jeong said, “Even if we are establishing categories to broaden our scope, we are discussing this expansion only within the limits that do not undermine the fundamental value of games,” adding, “We are exploring ways to expand into other content areas without losing sight of our core philosophy regarding what games should be.”

This year’s G-STAR will be held from November 19 to 22 at the BEXCO complex in Busan. The Korea Game Daesang will take place at 4:00 p.m. on the 18th, the day before the event.