NCSOFT, an online game developer, improves its branding with innovative and future-oriented values and enhanced technology. The company introduced its new mission statement “PUSH, PLAY,” at an internal virtual conference last November 19.
Currently, NCSOFT leads the game industry with its quality technology in the areas of AI, platforms, art, and sound.
PUSH for Advanced Innovations
PUSH represents the company’s outlook of driving and motivating itself to advance in technological innovations.
Yoon Song-yee, NCSOFT’s Chief Strategy Officer, stated that replacing its identity enriched its values, which led to technological innovation.
“Technology means we constantly PUSH the boundaries of what is possible.”
-Kim Taek-jin, NCSoft CEO
Kim Taek-jin also said that technology implies a constant push for the possibilities beyond boundaries.
PLAY for Fresh Experiences
PLAY denotes the power of imagination and creativity, which lead to innovation in the user’s experience. NCSOFT provided new and fresh experiences for users through its games such as Lineage, Aion, Blade & Soul, K-pop Universe, and baseball team NC Dinos.
CEO Kim also said that innovation includes a constant generation of new means for people to come together and play.
Yoon headed the branding team established by NCSOFT in 2019. After re-branding NCSOFT’s identity, the company redesigned its R&D Center’s lobby in Pangyo and the NC Dinos Stadium. The company similarly made these changes on its social media accounts and website.
The former mission statement reads “a new world connected through joy,” which served as the foundation for the current culture of NCSOFT.
A New Mission Statement
The new mission statement intends to express the changing focus of the company. The company now aims to expand its business and develop into an AI capital in entertainment, finance, and media.
NCSOFT collaborated with KB Securities and December & Company to set up a securities firm providing AI-powered investment services.
K-pop followers could experience simulated telephone conversations with K-pop artists based on AI-powered speech synthesis technology. NCSOFT also combined AI in writing news articles through natural language processing technology.
Currently, NCSOFT employs over 150 members engaged in research and development at its AI center established in 2016.
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