[Interview] Why "MapleStory Mobile" is Launching First in Japan — Nexon's Long-Term Strategy Prioritizes How Much It Was Loved Over How Many Copies Sold

Note: the original Japanese article can be found at:
https://www.4gamer.net/games/880/G088034/20251023053/

Editor-in-Chief: Kazuhisa Photographer: Wataru Nagayama | 2025/10/28 22:00 (UTC)

About a year ago, in an interview, NEXON CEO Lee Junghun casually mentioned, “I’d like to explore long-term collaboration with Japanese companies,” but now the South Korean online gaming pioneer is once again positioning Japan as the central focus of its strategy.

NEXON Representative Director and CEO Lee Junghun (Lee Junghun) Thumbnail image for Gallery No.001 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

OTHERS Interview Event

Interview: About 15 New Titles in Development. “Ultimately, We Must Create Fun Games and Deliver Them Properly” — NEXON’s New CEO on How the Company Defines Itself as a Game Developer

Large South Korean game companies seem to rotate their appearances at G-STAR, but this year’s spotlight is on NEXON as the main sponsor. The reason I’m here for an interview is that its new CEO—“new” only by a few months—is kindly offering me time.

[December 4, 2024, 8:00 AM]

At last year’s 30th anniversary milestone, NEXON launched a strategy focused on deepening existing franchises (“vertical” growth) and expanding into new titles (“horizontal” expansion). Placing the Japanese market at the intersection of these efforts is about more than just sales volume.

Through meticulous localization, it accumulates sustained goodwill rather than chasing easily measurable “initial speed” metrics. This ultimately increases brand value. Only a company like NEXON—where financial resources and time are both relatively free—can execute such a Japan-focused strategy.

The flagship title symbolizing this approach is MapleStory Mobile (PC / iOS / Android), designed specifically for Japan with exclusive and preemptive launch plans. Initiatives like hyper-localization that go beyond translation, customized operation calendars tailored to the local context, and event designs adjusted according to community maturity are impossible if one only focuses on short-term ROI.

Thumbnail image for Gallery No.005 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

The new titles launched over the past year have also made a significant impact. “The First Descendant,” which saw stronger-than-expected launch performance in Western markets, and “The First Berserker: Khazan,” which improved resolution of the Arad Chronicle IP and gained player support through high ratings—both are challenging titles, yet they’re not merely NEXON’s experimental testbeds. In both cases, the initial release is not a final product but rather the starting point of an ongoing relationship. Whether it’s a packaged game or online title, each has its designated role, and success isn’t measured solely by sales.

Ultimately, a manufacturer’s core competitiveness lies in “endurance.” While capital strength plays a part, what matters more is the organizational endurance to keep challenging itself. As change accelerates, value shifts from immediate perfection toward continuous learning—exactly what NEXON promotes. Launch incomplete, observe reactions, gather feedback, refine continuously. This isn’t sprinting for short-term numbers; it’s running a long-distance marathon focused on building brand power.

Declaring that Japan is important isn’t just about expanding existing distribution channels—it’s about sharing time with Japanese creators, IPs, and players. The quiet nature of this action speaks volumes: not “how much sold?” but “how deeply loved?”

Here’s the follow-up interview with Lee Junghun, one year after his last appearance.

Thumbnail image for Gallery No.004 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

4Gamer:
Thank you again for taking the time to interview us, especially this year here in Japan.

NEXON Representative Director and CEO Lee Junghun (Lee Junghun):
The pleasure is mine. Thank you once more for granting me this opportunity.

4Gamer:
Last year we focused a lot on you personally and NEXON as a company, so I thought I’d do something more “CEO-focused” today. Since NEXON isn’t exhibiting at G-STAR this time, was it because of that? Looking back on the past year, how does Lee-san view NEXON overall?

Lee Junghun:
As I mentioned in our previous interview, I’ve long considered Japan a crucial base within NEXON’s global strategy. Recently, I’ve been concentrating deeply on the Japanese market. This interview wasn’t due to G-STAR absence—rather, it’s because I want to actively promote NEXON more visibly in Japan.

4Gamer:
So you believe NEXON’s brand recognition here still has room to grow?

Lee Junghun:
Yes. That’s exactly why we’re investing substantial resources into expanding our presence.

4Gamer:
Well, I’m not so sure… NEXON Japan started in September 2000, while 4Gamer began in August of the same year—so for me it feels like we’ve been growing almost simultaneously. That’s why I sometimes wonder if NEXON is really that unknown in the industry.

Lee Junghun:
That’s a fair comparison. In South Korea, “NEXON” is nearly known by every citizen. Compared to that level of recognition, Japan still lags behind significantly. Of course, creating good games and providing them is essential—but moving forward, we also want to invest in corporate branding.

The NEXON headquarters building—South Korea’s largest office complex for a gaming company—with employee recruitment blogs featuring office tours here. Thumbnail image for Gallery No.007 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

4Gamer:
I see. Compared to South Korea, that makes sense.

Lee Junghun:
So please continue supporting us in the future (laughs).
Anyway, before diving into last year’s recap, I’d like to share one point first.

4Gamer:
Please go ahead.

Lee Junghun:
First, NEXON deeply respects Japan’s game industry. We fully recognize how vital it is to expand our vision among Japanese developers, industry professionals, and players. The growth potential in the Japanese market remains high—we’re actively seeking opportunities for partnerships and investments here.

4Gamer:
So “investment” means literal capital investment? Does that include M&A as well? Last year you mentioned collaboration casually—now it’s much more concrete than before.

Lee Junghun:
Yes. It includes collaborations, co-projects, or direct investments in companies. It could also mean working alongside Japanese development teams to create games specifically for the Japanese market—all part of a broad and inclusive investment strategy.

4Gamer:
So even project financing is included? That’s quite extensive.

Lee Junghun:
Yes—very broad indeed. We’re developing long-term plans, which I’ll explain in more detail later.

On last year’s recap: personally, I’m satisfied with NEXON’s global IP growth strategy. As you know, it balances “vertical” expansion through new experiences for established franchises and “horizontal” growth via new titles. Throughout the past year, we’ve also focused on expanding globally through hyper-localization and partnerships.

From NEXON’s Q1 2025 financial report Thumbnail image for Gallery No.006 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

4Gamer:
Yes, it’s exactly what you promised a year ago.

Lee Junghun:
Thank you (laughs).
“MapleStory” franchise achieved significant growth. “Arad Chronicle” also recovered well. Additionally, new titles like “MapleStory Mobile,” “The First Berserker: Khazan,” and “MapleStory Worlds” have helped elevate NEXON’s global recognition.

4Gamer:
I’d like to ask you more about those later.

Lee Junghun:
Please be gentle…
Also, I’m particularly excited about “ARC Raiders”, scheduled for global release on October 30. Given the overall situation, my honest impression is that we’ve done well.

Thumbnail image for Gallery No.008 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

Just before launch, during the final “Server Slam” test phase, Steam’s peak concurrent players approached 200,000 for “ARC Raiders.” Thumbnail image for Gallery No.010 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy Thumbnail image for Gallery No.009 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

PC Xbox Series X|S PS5 Play Report

Play Report: If You Can’t Return, All Loot Is Lost! “ARC Raiders” is a Tense and Perfectly Balanced Extraction Shooter

The media preview event for NEXON’s upcoming extraction shooter “ARC Raiders” was held from April 23 to 25. This report will detail the game’s tense mechanics and unique features.

[April 30, 2025, 0:00]

The internal success criteria for Khazan prioritized “quality”

4Gamer:
Earlier you mentioned some topics—how do you feel about the outcomes of titles like Khazan, or “The First Descendant,” which hadn’t launched yet at that time?

Lee Junghun:
I’ll explain carefully to avoid misunderstanding.
First, regarding Khazan—I’m generally satisfied with its performance. It served as a solid starting point among the three games we’re releasing globally under the Arad Chronicle franchise.

4Gamer:
But in the financial report, it said “below internal forecasts.”

Lee Junghun:
That’s due to different KPIs.

4Gamer:
So those “numbers” shown at financial presentations aren’t actually the real evaluation criteria?

Lee Junghun:
Exactly. The internal success criteria for Khazan prioritized quality, not sales or acquiring large numbers of new users. Our main goal was to create a game so good that even if only a small number of players experienced it, they’d say, “This is an amazing game!”

4Gamer:
That makes sense—users indeed gave very positive feedback.

Lee Junghun:
Yes, thanks to that. As I mentioned before, Arad Chronicle is fairly well-known in Asia but nearly unknown in the West. So we focused on ensuring Western players saw Khazan as a high-quality game with a fresh IP. Without earning such recognition, it would’ve been hard to build anticipation for the next two titles.

4Gamer:
It seems you achieved that perfectly—Steam and Metacritic scores reflect that.

Lee Junghun:
Yes. Khazan earned an impressive score: 83 on Metacritic (PC standard), 88% positive ratings on Steam, and 90 points on OpenCritic—all excellent quality marks. We plan to release two more titles under the Arad Chronicle franchise globally by 2027—“Project OVERKILL” (link) and Dungeon & Fighter: Arad—and we believe Khazan’s quality will positively influence both projects, so I’m truly satisfied with its overall performance. Additionally, we’re advancing Chinese release plans through our partnership with Tencent and have already started pre-registration.

Released on March 28, 2025, the action RPG “The First Berserker: Khazan” (PC / PS5 / Xbox Series X|S) Thumbnail image for Gallery No.011 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

PC Xbox Series X|S PS5 Play Report

Play Report: “The First Berserker: Khazan” Delivers Satisfying Boss Fights and Easy Accessibility—A Fun Action RPG to Battle Overwhelming Enemies

We’re delivering a play report for “The First Berserker: Khazan,” set to release on March 28, 2025. This dark story of a man consumed by revenge and bloodshed offers intense action and rewarding boss battles that make the gameplay genuinely enjoyable.

[March 25, 2025, 0:00]

4Gamer:
So the financial report’s “number-based” discussion doesn’t reflect actual results—your real satisfaction lies in quality and achievements?

Lee Junghun:
Exactly.

4Gamer:
Some reports were quite negative, focusing only on that data—but as you said, overseas reception has been strong, with excellent review scores. So it seems the strategic role of “strategic stepping stone” title was fulfilled successfully.

Lee Junghun:
Yes, I believe so. Regarding sales figures or user numbers—those financial metrics—we’re preparing for release in China and planning a DLC launch next year. Sales should improve, and since we’ll continue live-service updates, there’s no need to panic yet.

4Gamer:
Let me shift gears slightly: were there any regions where Khazan didn’t perform as expected? Or conversely—anywhere it significantly exceeded expectations?

Lee Junghun:
Not really by region—but rather in terms of reputation.

4Gamer:
So the word-of-mouth was unexpectedly positive?

Lee Junghun:
Yes. The reviews were much higher than we anticipated before launch. This team had no prior experience releasing packaged games, so they were quite nervous during development. But players’ feedback exceeded our expectations.

4Gamer:
You didn’t expect that level of reception (laughs).
But if that’s the case, then currently your KPIs focus less on sales and more on expanding the Arad Chronicle IP—correct?

Lee Junghun:
Exactly. Now that we’ve released a packaged game like Khazan, I wonder: what kind of presence do you envision for it in 5 or 10 years—not just within NEXON but across the entire Arad Chronicle franchise?

Thumbnail image for Gallery No.012 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

PC iPhone OTHERS Android Movie Play Report Interview

Arad Chronicle Gets a Rich 3D Side-Scrolling Action Makeover for Today’s Era! “Project OVERKILL” Makes First Playable Appearance at G-STAR 2024

At G-STAR 2024, held from November 14 to 17 in Korea, NEXON showcased its new title “Project OVERKILL,” a playable demo. This new 3D action RPG based on the Arad Chronicle IP aims to reach more players by presenting “a modernized version of Arad” that fits today’s era.

[November 15, 2024, 11:30]

Lee Junghun:
That’s a very difficult question.
Hmm… NEOPLE, the studio behind Khazan, originally specialized in online games—not packaged titles. We decided that for strategic reasons—expanding Arad Chronicle awareness—it would be better to approach it as an affordable packaged game. This could serve as long-term groundwork when launching future online games. So this team, which had never made a packaged game before, took on the challenge.

4Gamer:
That’s quite a significant undertaking.

Lee Junghun:
Indeed. But thanks to this experience, we’ve moved beyond our usual environment of online games and platforms—gaining valuable hands-on experience in developing packaged games and strategically launching them in Western markets. This is now a major asset for the team—and for NEXON as a whole. Long-term, it’s expanded the range of choices available to this development team.

4Gamer:
This isn’t something you can gain through training—it’s truly invaluable.

Thumbnail image for Gallery No.015 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

Lee Junghun:
It’s like a “career change” for the team (laughs). I believe this is extremely important. Whether we’ll continue serving Khazan in 5 or 10 years, or develop sequels, remains uncertain—but our focus is on the team’s growth and experience level. In other words, it’s less about Khazan’s position within the Arad Chronicle franchise and more about the development team’s evolution.

4Gamer:
That makes sense. Last year we discussed how South Korea lacks packaged game creation experience—online and packaged games differ drastically in production methods. So I imagine they were quite confused at first, but did you face any major challenges during development?

Lee Junghun:
This might sound misleading, but online games allow for easier maintenance because you can release a prototype early. You can iterate based on user feedback—gradually improving the game over time.

4Gamer:
Yes—that’s always been one of online gaming’s key advantages.

Lee Junghun:
Conversely, developing a packaged game requires finalizing builds upfront. Once locked in, doubts about whether “this level of completion is truly sufficient?” begin to arise constantly. There’s much stronger pressure to achieve near-perfect quality at launch than with online games.

4Gamer:
Also, from the player’s perspective, packaged games have a complete story—something that can be quite confusing for developers if they’re not used to it.

Lee Junghun:
Exactly—we were very confused initially and faced many challenges. But paradoxically, this experience was invaluable for the team.

4Gamer:
Indeed, there aren’t many teams in South Korea capable of producing such games—so NEXON has a real competitive edge here.

The First Descendant’s Global Hit Was Truly Unexpected

Released online TPS “The First Descendant” (PC / PS5 / Xbox Series X|S / PS4 / Xbox One) Thumbnail image for Gallery No.013 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

4Gamer:
What about “The First Descendant”? The CEO of Nexon Games, Pak-san, said he was constantly anxious before launch here.

Lee Junghun:
The game did incredibly well right after launch.

4Gamer:
It was incredible—wasn’t the initial user count around 260,000?

PC iPhone Xbox Series X|S Xbox One PS5 PS4 OTHERS Android

The First Descendant Ranks 1st on Steam Sales, 5th in Most Played Games Within 24 Hours of Launch on July 2nd

NEXON announced that “The First Descendant,” an STG, ranked 1st on Steam’s sales chart and 5th among the most played games within 24 hours of its July 2nd launch. Notably, console players accounted for about half of all users, indicating global player engagement across platforms.

[July 8, 2024, 4:30 PM]

Lee Junghun:
Yes. It was well-received in the West, ranking 5th on Steam’s most played list. Console users were more numerous than expected—about 60% of total players.

4Gamer:
Wow, that’s a lot.

Lee Junghun:
Honestly, “The First Descendant” achieving explosive global success was truly unexpected.

4Gamer:
Again? (laughs)

Lee Junghun:
Well… when I reflect on it now, the team was medium-sized. So we expected moderate results—this level of intense response exceeded what such a team could handle. As a result, players rapidly consumed initial content, creating a gap that slightly negatively affected early retention.

4Gamer:
Ah—I see. It’s hard to put into words, but it felt like “not quite as planned” in a good way.

Lee Junghun:
That’s why we’ve been continuously increasing staff dedicated solely to “The First Descendant” since launch. We’re also doubling and exceeding the investment originally planned for season updates.

4Gamer:
So you come back after leaving? I guess it’s just my personal experience speaking here.

Lee Junghun:
One interesting trait of the shooter genre is that players tend to return like salmon returning home after a long absence when an update arrives. Given we initially gained many users through explosive launch response, we believe careful season updates will bring back those who left—so we’re investing long-term in this strategy.

Thumbnail image for Gallery No.016 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

PC Xbox Series X|S Xbox One PS5 PS4

The First Descendant: New and Returning Players Can Immediately Join Existing Players. “Boost-Up Event” Now Live

NEXON and NEXON Games are currently running the “Boost-Up Event” for online TPS “The First Descendant,” aimed at new and returning players. Players can skip early story content to jump directly into gameplay, and receive rewards like the Inheritor Bunny, ultimate weapons, and items.

[August 14, 2025, 6:54 PM]

4Gamer:
So that’s a genre-specific trait.

Lee Junghun:
Yes. That’s why we exhibited “The First Descendant” at Tokyo Game Show and are committed to long-term, continuous high-quality updates to maintain live service.

4Gamer:
By the way—earlier you said “medium-sized team.” Just out of curiosity: how many people does NEXON consider a medium-sized team?

Lee Junghun:
Around 100 to 200 people.

4Gamer:
That aligns with my mental image. So was the title made by a team like that—did it have any special role within NEXON, similar to Khazan?

Lee Junghun:
The shooter genre is new for NEXON Group. We see it as having a pioneering position.

4Gamer:
Given 75% of sales come from Western markets—isn’t that also fulfilling a “genre pioneer” role?

Lee Junghun:
Yes. While NEXON has always challenged itself in the West, “The First Descendant” is the first South Korean-developed game to receive such strong acclaim and achieve solid results there—so we view it as highly successful.

4Gamer:
At Tokyo Game Show, I chatted with fan of MINTROCKET’s CEO: “NEXON is just a company that constantly challenges itself.” From what you’ve said so far, both Khazan and The First Descendant are part of this challenge strategy.

PC iPhone PS5 PS4 Nintendo Switch Android Interview Event

Interview: The Core of DAVE THE DIVER is the “Grounded Feel” Connecting Sea and Sushi Restaurant — MINTROCKET’s CEO Fan Je-ho on Creation Philosophy and Inspiration Source

On the third day of Tokyo Game Show, during general public hours when crowds thinned and industry attendees dwindled, MINTROCKET’s CEO Fan visited the 4Gamer interview room at Hotel New Otani. I expected a casual chat—but it turned out to be much more substantive.

[October 22, 2025, 7:30 AM]

NEXON’s Korean Revenue Ranking Thumbnail image for Gallery No.017 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

Lee Junghun:
Yes, we are a company that constantly challenges itself.
The foundation for this lies in titles like MapleStory, Arad Chronicle, and FC—what I call “cash cow” franchises. These provide the strength to take on more risks with new projects.

4Gamer:
But not just randomly jumping into anything—you must have certain priorities you believe are crucial?

Lee Junghun:
Personally, I think what’s most important for a game company is having multiple development teams that specialize in specific genres. For example, the team behind “Blue Archive” now works on “Project RX,” a subculture-themed title. Similarly, once The First Descendant team gains experience with shooters—there will be second and third shooter titles. We want many such genre specialists across the entire company.

4Gamer:
But Fan-san said that focusing on fewer genres usually leads to higher profits.

Lee Junghun:
Yes, many argue for “selective focus”—investing only in a few key genres. But I believe NEXON, with its stable revenue stream, can afford long-term investment in new genre exploration and nurturing teams with passionate craftsmanship—crucial for sustained growth.

4Gamer:
I’m glad you gave the answer I expected—but seriously, people say this all the time… yet few actually do it. It’s clear NEXON has always been a truly exceptional company.

ICONS MATCH — What If We Brought Game Experiences into Real Life?

4Gamer:
In terms of using cash reserves for investment—like ICONS MATCH—is that part of the same strategy?
To be honest, I’m not sure if gathering such legends is worth the cost. The question keeps popping up.

※ As stated in the release: “Go beyond traditional exhibition matches and realize dream-like experiences fans can’t experience in real life.” ICONS MATCH features retired legendary footballers playing together—an event that brought icons like Gareth Bale, Thierry Henry, Steven Gerrard, and Ronaldinho to Seoul in 2025. Thumbnail image for Gallery No.018 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

iPhone Android Event

Behind the Scenes of “Nexon Icon Match” — Why It Succeeded: Not Just Legends, But a Story Was Created

At Nexon Developers Conference 25, the talk “From Fantasy to Reality — The Behind-the-Scenes of Nexon Icon Match” was held. It wasn’t just about gathering legendary footballers—it was creating a compelling story that made it successful.

[June 25, 2025, 12:24]

Lee Junghun:
It’s fine (laughs). If we calculate the marketing cost, it wasn’t a huge burden. But how you view it matters—looking at ICONS MATCH from an ROI perspective versus seeing value elsewhere leads to completely different results.

※ Return on Investment: The term for investment return rate. A higher number indicates better efficiency. Executives and investors love this metric.

4Gamer:
That’s true—I was talking about the ROI angle just now.

Lee Junghun:
One of gaming’s key values is allowing players to experience something they once dreamed of within a virtual world—like becoming a hero, protecting loved ones from monsters. When deciding to hold ICONS MATCH, we asked: where should we place this fundamental value? Then it struck us: what if we reversed the game’s core concept? What if we brought game experiences into real life—wouldn’t that be fun?

4Gamer:
Reversing the approach is quite interesting.

Thumbnail image for Gallery No.019 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

Lee Junghun:
So, let’s set aside ROI calculations. The philosophy was: create experiences for users—deliver what they’ve dreamed of. This reflects NEXON’s broader corporate values beyond branding or marketing impact. Fortunately, the event succeeded, so even from an ROI standpoint, it wasn’t bad—and I’m satisfied.

4Gamer:
I thought maybe this would boost FC Mobile sales through massive event effects—but clearly not that reason at all.

Lee Junghun:
No sudden spike in sales on match day (laughs). Isn’t this incredibly game-like? Most players are retired—today’s teens and 20-somethings have never seen these legends play live. They’ve only known them as characters in games.

4Gamer:
I don’t watch sports much, but even I recognize all those names!

Lee Junghun:
Exactly—they’re legends. ICONS MATCH brings together legendary players for a game-like experience that’s not just for NEXON users—but for every football fan worldwide. This kind of positive perception lasts long-term and positively influences reputation and other aspects.

Prepping Hard for 2026 Japan Launch — MapleStory Mobile

4Gamer:
I’d like to keep the good vibes going, but time’s running out—and there’s one Japanese-specific question I can’t skip: how is “MapleStory Mobile” doing?

Lee Junghun:
You’re curious.
…This is actually my first time speaking publicly about this: we are currently putting in tremendous effort to prepare for its 2026 Japan launch.

4Gamer:
!

Lee Junghun:
One key point I want to emphasize: it’s not a global simultaneous release with the global build. Instead, it will be an exclusive Japan-only launch.

4Gamer:
Oh… So it’s finally coming!
While we’ve seen hints of future global expansion post-2026, for Japan there was always silence—neither confirmation nor denial. I actually prepared many questions about MapleStory Mobile—but now I don’t need to ask any more (laughs). Wait—thinking back on last year, “making it a hyper-localization target” shows you truly value Japan’s importance.

Lee Junghun:
To prevent lower focus in certain markets during global simultaneous release, we’re targeting Japan first. This allows us to respond faster to Japanese users’ characteristics and needs through exclusive launch.

4Gamer:
So this is NEXON’s first overseas expansion—into Japan?

Lee Junghun:
Yes. For MapleStory Mobile, it will be its first international launch.

4Gamer:
What changes are you planning? I can answer within limits.

Lee Junghun:
The main focus is on what might seem mundane: game size and UX during installation. In South Korea, large downloads aren’t a big issue—but data shows overseas users (including Japan) resist large file sizes more strongly.

4Gamer:
I have an unlimited plan—yet even I hesitate before massive downloads.

Lee Junghun:
Many people feel that way. So we’re compressing ROMs and simplifying the download process compared to South Korea. Given the game has extensive text, we’re focusing on perfect language localization—with voice acting for dramatic effects. Once we have a test version at a presentable level, we’ll conduct CBT to better understand Japanese users’ needs and add content accordingly.

4Gamer:
I can already feel it’s starting.

4Gamer:
By the way—since this is such a relaxed game, I’m curious about user demographics. What was the data like in South Korea? For example, gender ratio?

Lee Junghun:
In South Korea, the gender split is roughly 5:5.
And 70% of players are aged 10–20—proving its strong appeal to younger generations. Thumbnail image for Gallery No.021 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

PC iPhone Android Interview

Interview: NEXON’s “MapleStory Mobile” Hits 32 Billion Won in Sales, Resonating with 20–30s—Next Target: 50–60s Generation

We’re holding a joint interview with NEXON’s new MMORPG “MapleStory Mobile,” which has been in pre-launch service in South Korea. With its long-standing PC version presence, it already has many Japanese fans and users—but the game is running exceptionally well now. So let’s look forward to its domestic launch.

[October 24, 2025, 5:00 PM]

4Gamer:
So it’s quite popular.

Lee Junghun:
Unlike other RPGs that emphasize competition, this game is peaceful and unique. I personally believe its atmosphere aligns well with many Japanese players’ preferences.

4Gamer:
How would you assess the strength of the MapleStory IP in Japan?

Lee Junghun:
It’s been served in Japan for 20 years—recently active live-service operations are ongoing. In terms of awareness, it’s fairly recognized here too.

4Gamer:
Your tenure at NEXON and the lifespan of MapleStory are about the same (laughs).
Anyway—not just in Japan—I’ve felt lately that playing MMORPGs on smartphones is becoming less common than before. It doesn’t feel as active anymore. So I speculated internally if they might be cautious with launch—but it seems not, which is good news. While we’re not talking about MMO ups and downs, how do you view this trend?

Lee Junghun:
Actually, our intent isn’t to make MapleStory a typical MMORPG—it’s more like a messenger where player communication within the game world is key. We designed it so that just being in the game is enjoyable—even without hunting. From that perspective, calling it an MMORPG feels a bit off (laughs).

Thumbnail image for Gallery No.022 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

4Gamer:
Hmm… Yes, it lacks that MMORPG feel—does that stay the same with mobile?

Lee Junghun:
Yes. Even for Japan’s launch, we won’t deviate from this core design intention.

4Gamer:
But now that you mention it—I realize MapleStory might have been ahead of its time as a kind of metaverse. It’s not about RPGs per se—just the joy of entering and exploring the world. Perhaps this is exactly when its true value shines through.

Lee Junghun:
Yes, we’ll keep pushing forward.

4Gamer:
Any estimated month?

Lee Junghun:
I can’t really say just yet (laughs). We’re doing extensive localization work—so sharing a schedule isn’t possible. Sorry.

4Gamer:
How about the season?

Lee Junghun:
…No, that’s not allowed—I’d get in trouble with the development team (laughs). When you meet them, please ask Kim Dong-gon, CEO of devCAT Studio—the one who started working on MapleStory back in 2002.

※ Joined NEXON in 2000 and has been involved in MapleStory’s planning and development since 2002 (related article)

4Gamer:
Too bad. I’ll just have to look forward to the day when sheep shearing happens again (laughs).

MapleStory Worlds Is Doing Well Globally, But Struggling with Differentiation

Thumbnail image for Gallery No.024 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

4Gamer:
Wait—just now you mentioned “metaverse,” and it reminded me: how is “MapleStory Worlds” doing?

At this year’s TGS, I heard a few new talks about UGC platforms—so globally, many are emerging. And in that context, MapleStory Worlds stands out.

Lee Junghun:
Yes, UGC is definitely a major trend—Roblox and Fortnite Creative Mode being great examples.

MapleStory Worlds is doing very well globally—but I’m struggling with how to differentiate it from other games.

4Gamer:
Where exactly are you stuck?

Lee Junghun:
Fortnite’s Creative Mode offers Unreal Engine-level development support—so in terms of UGC technology, they’re far ahead. So the question is: where should NEXON differentiate?

I believe MapleStory’s strength lies in allowing users to freely use assets built by NEXON over 20 years as operators.

Development lectures are also complete—even though only English subtitles exist (related site: https://maplestoryworlds-creators.nexon.com/en/resource) Thumbnail image for Gallery No.025 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

4Gamer:
Ah… That’s a great advantage.

Lee Junghun:
If Fortnite provides tools for creating games, NEXON should focus on deepening the fan base of its IPs. We could apply this approach to Arad Chronicle and other NEXON-owned IPs too. And since game grammar constantly evolves, I think we should support MapleStory Worlds UGC not just in gaming form—but also spreading into non-gaming formats like YouTube Shorts.

4Gamer:
You mentioned extending to other NEXON IPs casually—this is quite ambitious.

Lee Junghun:
Yes. But for UGC, users must generate content themselves—the key question: what’s most important?

Lee Junghun:
I believe it’s UX. Creating places where even those with little development experience can start easily is crucial. Designing a user-friendly interface so that even young children could create something after just a few clicks—this kind of UX is vital.

4Gamer:
AI has advanced significantly too.

Lee Junghun:
AI integration in UGC content is inevitable. All game-based UGC will be standardized through AI—but the real challenge is: how to build competitive advantage within this average?

4Gamer:
Other UGC platforms—like Minecraft or Sandbox—are getting more refined, leading to “AAA” level UGC. The gap between top and bottom keeps widening. Should we try to address this? Or just accept it? I’m not sure—but I find it fascinating.

Thumbnail image for Gallery No.026 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

Lee Junghun:
Yes—personally, I think the biggest barrier to game development used to be programming. But with AI like ChatGPT advancing rapidly, AI can now handle programming tasks.

Once that barrier is gone, the real challenge becomes: how do you create something uniquely standout? The company that first identifies this unique point will likely dominate the AAA market.

4Gamer:
Exactly—programming difficulty is fading, so everyone’s level is rising. But ironically, it feels like everything’s becoming more average. So maybe now is actually an era where “creator originality” becomes easier to express.

Lee Junghun:
I believe creative power will become a key weapon sooner than we imagine.

4Gamer:
Looking at indie game showcases—everyone creates great stuff, but they’re all about the same level. It feels like differentiation is becoming harder lately—that’s probably where this trend is heading.

But NEXON is one of the few global companies capable of making AAA titles—but even AAA games are getting tougher to sustain financially.

Do you have any thoughts on whether sales might not justify AAA costs anymore—should we stop? Or should we push harder now?

Lee Junghun:
For packaged games, development costs keep rising. If a game doesn’t recoup its cost by launch day, the company is at risk—which would make other companies hesitant to take risks. But NEXON stands firmly for developing AAA titles.

NEXON’s upcoming AAA title “Woochi the Wayfarer” Thumbnail image for Gallery No.027 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

PC Xbox Series X|S PS5 Movie

NEXON’s New AAA Title “Woochi the Wayfarer” Announced. Single-Player Action Adventure Based on Korean Classical Literature

Today (August 12, 2025), NEXON announced its upcoming AAA title “Woochi the Wayfarer.” This single-player action adventure is based on real historical figure Chong Woo-chi from Korea. A teaser trailer was also released.

[August 12, 2025, 10:53]

4Gamer:
Why is that?

Lee Junghun:
Because NEXON isn’t a packaged game company—it’s an online game developer. We can generate sustained sales post-launch and have 30 years of experience expanding content.

4Gamer:
Ah—so you mean the AAAization of online games?

Lee Junghun:
Exactly—that’s unusual, but true.

4Gamer:
That sounds great—an AAA online game.

Lee Junghun:
From our perspective, MapleStory and Arad Chronicle have been live for 20 years—so in terms of content volume alone, they’re already AAA-level. NEXON has that kind of experience—and we believe achieving this goal is entirely feasible.

4Gamer:
And like Khazan, accumulating packaged game know-how makes us stronger.
Now that we’ve reached one hour—I’d appreciate your final thoughts: what key points or areas should people pay attention to regarding NEXON’s Japan strategy for 2026 and beyond?

Thumbnail image for Gallery No.028 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

Lee Junghun:
Global expansion remains our top priority for next year. The most important project currently is “ARC Raiders.”
We’ll continue investing in new titles and ongoing services to support global expansion until then. Especially, beyond just launching games—we’re actively seeking various partnerships and investment opportunities with Japanese game companies. Please keep supporting NEXON’s moves in Japan.

4Gamer:
You’ve been quite active with investments—Banpresto, Konami, Sega… So you’ll keep going?

Lee Junghun:
Yes. There are many directions for investing—and we want to design opportunities where Japanese game companies can collaborate within the same ecosystem.

4Gamer:
When I mentioned those names earlier—I assume it’s not about M&A or taking control of management, but building long-term partnerships? Is that right?

Lee Junghun:
Exactly. We’re very proactive in forming collaborations with major companies and love doing co-projects. We also consider discovering, nurturing, and partnering with smaller studios broadly.

4Gamer:
A company like NEXON would have many such opportunities—but what kind of partners are you looking for?

Lee Junghun:
If anyone says they’d like to work together—how wonderful!
Japan is a treasure trove of IPs. Over its long gaming history, it has produced countless great ones. So we’re actively seeking talent with strong creative and planning abilities—scouring all directions.

4Gamer:
Let me shift the question slightly: from your perspective, what element is missing in South Korea’s game industry? I’m curious why you’d want to fill that gap.

Lee Junghun:
In a way, we follow trends too closely—and that leads to genre and development directions becoming one-dimensional. What’s needed is the ability to create something truly new—something never seen before. Compared to Japan or Western markets, South Korea seems to lack this aspect in its game scene.

4Gamer:
We all end up heading in the same direction at once.

NEXON celebrated its 30th anniversary last year—with a commemorative card featuring three languages: Korean, Japanese, and English. Thumbnail image for Gallery No.029 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

Lee Junghun:
In contrast, NEXON has 30 years of experience creating Free-to-Play online games. But I see Japan as having a unique DNA—the ability to create entirely new IPs and raise their quality. If NEXON’s development strength combines with Japanese creativity—something incredible could emerge. That’s why I place such high importance on Japan.

4Gamer:
Since the days when South Korea dominated online games, I’ve always thought: if Japan’s “IP creation power” meets South Korea’s “online game know-how,” we could create something even better—but nobody ever does it. Please do!

Lee Junghun:
Please keep watching (laughs).

Thumbnail image for Gallery No.002 / Interview: Why “MapleStory Mobile” Is Releasing First in Japan — NEXON Prioritizes ‘How Much It Was Loved’ Over ‘How Much It Sold’ in Its Long-Term Strategy

— Recorded on October 17, 2025