[Tokyo (Japan) = E-Daily Reporter An Yu-ri ] “We always take it for granted that we’ll be participating in G-STAR.”
Chairman Jun-hyuk Bang Netmarble Corporation(251270) made this remark on the 18th while meeting with Korean media at the Tokyo Game Show (TGS) 2026 venue in Makuhari Messe, Japan, explaining that the decision not to participate in “G-Star” this November was based on the development schedule for new titles.
Previously, controversy arose in the gaming industry—dubbed the “snub”—after major game companies, including Netmarble Corporation and the “3N,” announced they would not be exhibiting at “G-STAR,” the game show scheduled to take place in Busan this November.
Chairman Bang emphasized, “We are participating in accordance with our game strategy and market and marketing strategies; there is absolutely no such thing as ‘skipping G-Star’ or anything like that.”
He went on to explain, “This year, the builds we currently have ready are targeted at Japanese users, and since the timing is perfect for showcasing them at the Tokyo Game Show, you can view our participation in that light.”
Chairman Bang noted, “Since we are preparing multiple games, there are many titles aimed at Korean users,” but added, “However, please understand that this year, the development stages of those games simply did not align with the timing required for exhibition at G-STAR.”
He continued, “It’s not that there’s any issue with G-Star that’s preventing us from participating. We’ve participated consistently in the past, except during the COVID-19 pandemic,” adding, “You can assume there’s a high likelihood we’ll attend G-Star next year.”
“Targeting the Local Subculture Market with IPs Geared Toward the Japanese Market”
Netmarble Corporation showcased three titles at this year’s TGS: *Shangri-La Frontier: The Seven Strongest Species*, *Pearl in Blue*, and *I Alone Level Up: Karma*. In particular, the company emphasized that the development of the games showcased this time was tailored to the Japanese market.
In the case of “Shangri-La Frontier: The Seven Strongest Species,” Netmarble invested in the Japanese IP from the very beginning of the production process, joined the production committee, and developed the game.
“Pearl in Blue,” a subculture game based on the company’s own IP (intellectual property), was also developed with Japanese users in mind from the planning stage.
Chairman Bang said, “As you know, one of the titles (‘Shangri-La Frontier: The Seven Strongest Species’) is based on a Japanese IP, and since the popularity of this IP is currently on the rise, we’re very curious to see how well we’ve brought it to life and how users will evaluate the aspects where we’ve successfully done so.”
He continued, “In the case of ‘Pearl in Blue,’ while it is our own IP, we developed it specifically for the Japanese market right here in Korea, so I’m very curious to see how Japanese users will respond to this atmosphere.”
Chairman Bang noted, “Although *I Level Up Alone* is a Korean IP, the anime adaptation aired in Japan, so it has gained quite a bit of recognition there,” adding, “Since we’re taking on the roguelike genre this time, I was curious to see if Japanese users would find it enjoyable.”
Chairman Bang noted, “In a way, you could say it’s the same genre [as the subculture games we’ve developed so far],” but added, “If you consider the games Netmarble Corporation has released so far to be tailored to Netmarble Corporation’s audience, this game was planned from the very beginning with the explicit goal of ‘tailoring absolutely everything to Japanese users,’ so I think the direction is somewhat different.”
