New Brand Signals Gaming Giant’s Shift to Multi‑Media

Krafton, the creator of PUBG, has filed a trademark for LV3H Entertainment—signaling a strategic pivot beyond gaming.

A Multi‑Platform Vision

• Games, music, videos, and live shows are now part of the company’s core ambitions.
• The move marks a shift from single‑title development to a broader entertainment ecosystem.

Rebranding the PUBG Empire

• The filing is part of a rebrand for PUBG Entertainment.
• A Krafton spokesperson called it routine brand protection following a new vision announcement, though the meaning behind “LV3H” remains undisclosed.

Expanding Media Footprint

• PUBG Entertainment has already extended into films and shorts, with titles such as Ground Zero, The Bystanders, and Red Faces.
• The new brand will separate the media side from the single‑IP label of PUBG.

Fresh Identity and Vision

• Slogan: “Pioneer the Undiscovered.”
• Corporate look updated on Feb. 26 to reflect a global publisher identity with multiple studios and IPs.

Strategic Rationale

• Moving away from the PUBG name supports Krafton’s “Big Franchise IP” strategy.
• The old label limited the company to one game universe; LV3H can host many franchises under one umbrella.

Media Asset Portfolio

• Krafton has been acquiring media assets:
• StoryCraft LLC (storytelling studio)
• ADK Group in Japan (game development)
• Investment in Spoon Labs (creative production)

These acquisitions hint that LV3H may become the home for all these ventures.

Analyst Outlook

• Experts predict the new brand will consolidate scattered media efforts into a single, strong identity, strengthening Krafton’s position as a global entertainment powerhouse.