Krafton has launched its inaugural global brand campaign in Japan, aiming to shine a spotlight on its key intellectual properties. With a massive 2 million units sold worldwide, the company is putting 'MIMESIS' front and center to bolster its brand recognition and cement its standing as a formidable global publisher.

MIMESIS, the star of the show, recently made history as the first Korean game to secure an Excellence Award in the Game Design category at the CEDEC Awards 2026, hosted by the Computer Entertainment Supplier's Association (CESA). Since its Early Access debut on Steam last October, the game shifted 1 million units in just 50 days, and following a substantial update last month, it has officially cleared the 2 million sales mark. The title has also racked up an impressive 10.34 million hours of cumulative watch time, with a peak concurrent viewer count hitting 3.8 million.

The offline spectacle ran from the 20th to the 26th, dominating six massive digital billboards at Tokyo's Shibuya Scramble Crossing—an area that sees roughly 3 million pedestrians pass through every single day. The campaign featured a total of 16 IPs, including MIMESIS, PUBG: BATTLEGROUNDS, and inZOI. Fans also caught a glimpse of the collaboration between PUBG MOBILE and the Naruto Shippuden anime series. For those not currently in Tokyo, the online campaign continues across YouTube, X, and Twitch until August 2nd.

This push is all part of Krafton's long-term strategy to nurture large-scale franchise IPs and extend product lifecycles. Krafton intends to keep these brand campaigns running to ensure that upcoming projects from various studios find their way to players globally. A representative for Krafton noted, "This was a perfect opportunity to present our diverse range of genres and studios to global users under one unified brand. We will continue our bold challenges to discover original IPs and grow them into franchises and cultural staples that fans around the world can enjoy for years to come."