NCSOFT emphasizes technology, innovation in branding

By Kim Bo-eun

Online game developer NCSOFT is seeking to enhance its image by emphasizing technology and innovation in its branding.

As part of efforts to change the firm's corporate identity, NCSOFT unveiled its new mission statement ― "Push, Play" ― at a recent internal meeting held online. The term appears to reference starting a game, but NCSOFT said the two words symbolize much more.

The company said "Push" stands for the company's spirit of pushing itself to achieve technological innovation.

"In the process of changing our corporate identity, we confirmed that the countless values that make up NCSOFT are ultimately seeking technology and innovation," NCSOFT's Chief Strategy Officer Yoon Song-yee said.

NCSOFT CEO Kim Taek-jin said: "Technology means we constantly push the boundaries of what is possible."

NCSOFT has developed cutting-edge technology in artificial intelligence (AI), sound and art and said its mission statement indicates this innovation will continue.

The CEO's definition of innovation was also incorporated into the mission statement.

"Innovation means constantly creating new ways for people to come together and play," Kim said.

NCSOFT said "Play" stands for innovating the users' experience. The company said it has provided a series of new experiences for users through its games Lineage, Aion and Blade & Soul, as well as its K-pop entertainment platform Universe and baseball team NC Dinos, owned by Kim.

NCSOFT set up a team in charge of branding in 2019 and Yoon has led it.

Following the renewal of its corporate identity, the company has redesigned the R&D Center's lobby in Pangyo, south of Seoul. NCSOFT has also reflected these changes on its website, social media accounts and at the Changwon NC Park, the stadium for the NC Dinos in the southeastern city.

Its former mission statement was "a new world connected through fun."

The new mission statement appears to show the changing focus of the company, which has focused on games, to diversify its business and grow into an AI powerhouse offering services in the fields of entertainment, finance and media.

NCSOFT has partnered with KB Securities and investment firm December & Company in setting up a securities firm providing AI-powered investment services.

The company's Universe platform enables K-pop fans to experience simulated telephone conversations with K-pop stars based on AI-powered speech synthesis technology created in collaboration with the artists.

NCSOFT is also incorporating AI into writing news articles by utilizing natural language processing technology.

NCSOFT set up an AI center in 2016 and has over 150 members of staff engaging in research and development.