Research Article
Born Global Strategies of South Korean Online Game Firms: Comparative Insights from Nexon, NCSoft, Smilegate, and Krafton
1 Gachon University, 2 Smilegate
Published: January 2025 · Vol. 29, No. 3 · pp. 167-184
DOI: https://doi.org/10.17287/kbr.2025.29.3.167
Full Text
Abstract
This study investigates the application and strategic nuances of the Born Global Strategy in the South Korean online game industry through a comparative case analysis of four leading firms: Nexon, NCSoft, Smilegate, and Krafton. Born Global Strategy is defined as a firm's proactive pursuit of international markets within a few years of establishment, characterized by leveraging technological capabilities, founders' international experiences, and global networks to bypass traditional gradual expansion processes. Distinct from prior studies that have largely generalized Born Global behaviors across industries, this research focuses specifically on technology-intensive digital game companies and examines how strategic variations influence international success. Utilizing a structured analytical framework encompassing market entry timing, localization strategies, partnership formation, and performance outcomes, the study reveals that while all four companies adopted early internationalization, their results diverged significantly depending on the effectiveness of localization and the strategic use of partnerships. Smilegate and Krafton achieved notable success through agile market responsiveness and collaborations with major local partners, while Nexon and NCSoft encountered greater challenges in Western markets due to cultural mismatches and limited adaptation efforts. This study contributes to the growing literature by demonstrating that in creative and technology-driven industries, successful Born Global strategies require context-sensitive adaptation rather than uniform application, offering critical insights for digital ventures seeking sustainable global growth.
