해외 매출 70% 넘은 K-게임…‘지스타’보다 글로벌 전시회로

K-game companies have been increasingly focusing on global game shows to expand their market presence in North America and Europe, as domestic gaming exhibitions like G-Star face a crisis due to the absence of major companies. With global sales making up an ever-growing portion of major game companies' revenue, the shift from domestic to international marketing is evident.

Companies such as Nexon, EnC, Netmarble, Smilegate, and NHN are set to participate in the Tokyo Game Show 2026 from November 17th, having previously showcased their upcoming titles and trailers at the world's largest gaming expo, Gamescom 2026 in Germany in May. The shift in game companies' strategies is driven by changes in business performance.

In the first half of this year, the top five game companies (Nexon, Crunchyroll, EnC, Netmarble, and Paradox) achieved an average of 70% of their revenue from overseas sales, reflecting the impact of releasing new games and targeting North American and European markets. The gaming industry has been ramping up PC and console game development for Western markets over the past two to three years due to a slowdown in growth for mobile MMORPGs and a search for new growth drivers in the global market.

This year's 22nd G-Star is drawing criticism as prominent game companies are expected to skip the event, with AI startup Luutentech serving as the main sponsor for the first time, causing significant shockwaves in the industry. A gaming industry insider commented, "As the domestic market becomes saturated, the high costs of developing new games for G-Star make it difficult to achieve meaningful results.

There is a long-standing belief within the industry that participating in North American and European gaming shows offers more reliable sales and revenue results than competing in G-Star."