Krafton acquires Japan’s ADK to expand into animation and cross-media IP

Image: Krafton acquires Japan’s ADK

Krafton Inc., the South Korean gaming company behind PUBG: Battlegrounds, has officially acquired Japanese advertising and animation powerhouse ADK for 75 billion yen (approximately $517 million).

The deal marks a major move in Krafton’s effort to grow beyond gaming and establish a broader presence in Asia's entertainment ecosystem.

The acquisition involves BCJ-31, the parent company of ADK Holdings, which Krafton purchased from Bain Capital Japan.

ADK, short for Asatsu-DK, is one of Japan’s top three advertising agencies and boasts a long-standing legacy in the anime industry. Over its 70-year history, the group has contributed to the production of more than 300 animation titles, including cultural staples like Doraemon, Yu-Gi-Oh!, and Crayon Shin-chan.

This purchase represents the first time a Korean company has taken control of a major Japanese animation studio. And it’s not just about expanding Krafton’s content portfolio — it’s about redefining what the company stands for. Speaking on the acquisition, Krafton CEO Kim Chang-han said the goal is to build a storytelling platform that bridges gaming and animation, creating “new forms of interactive IP” by merging ADK’s creative strengths with Krafton’s global game publishing experience.

This strategic move provides Krafton with a vital foothold in Japan's production and distribution space. It also aligns with the company’s broader aim of adapting popular game franchises into animated series and other media formats, potentially opening the door for cross-platform storytelling in Asia and beyond.

Krafton has been gradually moving in this direction. In 2022, it partnered with Unknown Worlds Entertainment to launch Moonbreaker, which was supported by audio dramas and cinematic elements — a clear signal of its interest in transmedia projects.

Chairman Chang Byung-gyu reiterated this vision, saying Krafton is no longer just a game developer but a “multi-platform content creator.” He previously hinted at this diversification strategy during Krafton’s IPO discussions in 2021.

The purchase also reflects a wider trend in Asia, where gaming and animation industries are increasingly intersecting. With this acquisition, Krafton is laying the groundwork to become a central hub for storytelling IP across Japan, Korea, and emerging markets like India and Southeast Asia.

Source: KED Global