Krafton Acquires Japan’s ADK for $517M to Expand Into Animation and Media

South Korean gaming giant Krafton has acquired Japan’s ADK Holdings for 75 billion yen (approximately $517 million) as part of its strategy to expand beyond gaming into broader media and content. Krafton—best known for developing the hit game PlayerUnknown’s Battlegrounds (PUBG)—to strengthen its presence in Asia’s content and entertainment industry.

The acquisition was made through the purchase of BCJ-31, the holding company of ADK, from Bain Capital, Japan. ADK Holdings includes key subsidiaries such as ADK Market Solutions, ADK Creative One, and ADK Emotions, which are involved in advertising and animation production. Krafton’s board approved the investment of around 710.3 billion won ($521.3 million) to finalize the transaction.

ADK, established in 1956, is one of Japan’s top three advertising and animation firms, with a strong track record in producing more than 300 popular anime titles, including Doraemon, Crayon Shin-chan, and Yu-Gi-Oh! 

The group’s annual transaction volume stands at roughly 348 billion yen ($2.4 billion). Over the decades, it has expanded beyond traditional advertising into digital marketing and animation production.

This acquisition marks the first time a Korean company has taken control of a major Japanese anime studio, signaling a bold move by Krafton to build a broader Asian content platform. With ADK’s expertise in animation, media planning, and advertising, Krafton aims to create original stories that blend gaming and animation, enhancing its ability to develop and own IPs that work across formats.

Krafton CEO Kim Chang-han described the deal as more than a content acquisition, calling it a step toward creating a storytelling ecosystem that spans games, animation, and digital media. “Through our collaboration, we aim to discover new intersections between games and animation,” he said, noting ADK’s deep understanding of Japan’s content industry and production capabilities.

Industry experts see the move as a potential turning point for Korea’s gaming sector, offering domestic developers a path to participate in the global media space beyond just games. The Japanese studio’s capabilities in media operations and character-based storytelling could help Krafton adapt its game IPs into series or cinematic content. 

While Krafton continues to depend heavily on PUBG for revenue, the company has been actively diversifying its portfolio. Recent moves include the launch of the life-simulation game inZOI, which sold over a million copies in its first week, and a $53 million investment in Indian fintech firm Cashfree Payments. Although inZOI has since seen a drop in user activity, Krafton’s broader strategy now hinges on transforming itself into a multi-platform content creator.

Krafton’s acquisition of ADK aligns with its broader regional strategy to deepen its presence across Asia through strategic investments. The company has backed several studios and developers in India and Southeast Asia, including a recent $90 million investment in Seoul-based Spoon Labs, which operates a short-form K-drama streaming platform. India remains a key market, where Krafton’s Battlegrounds Mobile India continues to be one of the most popular mobile games.

The company said it aims to become a central storytelling hub that connects IPs from Japan, Korea, and emerging Asian markets and brings them to global audiences. “This is the first major step in a long-term vision,” a Krafton official said, adding that the goal is to create, own, and distribute content that resonates across cultures and borders.