NDVN, a subsidiary of Nexon Networks (Screenshot image of the company’s LinkedIn)
SEOUL, April 2 (Korea Bizwire) — South Korea’s gaming industry is ramping up its expansion into Southeast Asia, forging strategic partnerships and establishing local ventures to tap into one of the world’s fastest-growing digital entertainment markets.
Leading game developers such as NCSoft and Nexon are at the forefront of this push, forming joint ventures and subsidiaries to strengthen their presence in the region.
Last year, NCSoft launched NCV Games, a joint venture with VNGGames, the gaming subsidiary of Vietnam’s largest IT conglomerate, VNG Corporation. The company plans to release its blockbuster mobile title Lineage 2M across six Southeast Asian markets—Vietnam, Thailand, Malaysia, Indonesia, Singapore, and the Philippines—on May 20, 2025.
While NCSoft has previously offered games like Lineage Red Knights and Lineage W in the region, this marks the first time the firm will service the market directly through a localized joint venture.
NCSoft’s Lineage 2M Vietnam showcase event (Photo courtesy of NCSoft)
VNGGames continues to grow rapidly across Southeast Asia and the Greater China region. Other Korean developers, including Line Games and Devsisters, have also partnered with VNGGames as a regional distributor for titles like Genesis Mobile and Cookie Run: OvenSmash.
Nexon, another Korean heavyweight, has been bolstering its talent pipeline in Vietnam through its game service arm, Nexon Networks. Since launching Nexon Dev Vina (NDVN) in 2022, the company has grown its local staff to around 90 employees and deepened integration with its domestic development teams.
Cultural and promotional efforts are also in motion. In late 2024, the Korea Game Culture Foundation, in collaboration with the South Korean Embassy in Vietnam, held the second annual Korea Game Week in Hanoi, aimed at fostering cultural exchange and mutual growth in the gaming sector. NCSoft, Nexon Korea, NHN, and Pearl Abyss were among the major sponsors of the event.
Korean companies are increasingly drawn to Vietnam not only for its massive gamer base but also for its cost advantages. According to a 2022 report by market research firm Newzoo, Vietnam is home to over 54 million gamers—more than half of the country’s 100 million population.
Equally compelling is the lower cost of labor. As of 2024, the average annual salary for an entry-level game developer in Vietnam ranged between 7 million and 12 million won , significantly lower than South Korea’s average of 36 million won for first-year developers. Entry-level salaries at major Korean game companies often approach 50 million won, making Vietnam’s talent pool an attractive and cost-effective resource.
“The overall development capabilities in Vietnam are strong,” said a business development executive at a Korean game company. “Even mid-sized firms are increasingly outsourcing to Vietnamese studios, especially since the business environment there is relatively freer compared to China.”
As Korean developers look to diversify beyond traditional strongholds like China and North America, Southeast Asia is emerging as a cornerstone of the industry’s global strategy—offering not just new audiences, but scalable partnerships and sustainable growth.
Kevin Lee (kevinlee@koreabizwire.com)
