Nexon CEO Lee Jungheon: 'Fun is the Essence of Games'—NDC 2025 Kicks Off with Bold IP Expansion Vision

NDC 2025: Korea’s Premier Game Industry Festival Returns Offline

Did you know? The Nexon Developers Conference (NDC), Korea’s largest knowledge-sharing event for the gaming industry, made its grand return as an offline festival from June 24 to 26, 2025, at Nexon’s Pangyo headquarters and the Gyeonggi Creative Economy Innovation Center. For the first time in six years, anyone interested in the game industry—including students and the general public—could attend in person, with applications accepted on a first-come, first-served basis. This year’s NDC featured 49 sessions across 10 fields, covering everything from IP expansion to generative AI and big data analytics. The event’s scale and openness highlight Nexon’s ambition to foster a more inclusive and collaborative gaming ecosystem.

Lee Jungheon’s Vision: Fun at the Core, IP at the Forefront

Nexon Japan CEO Lee Jungheon opened NDC 2025 with a keynote that set the tone for the entire event. He emphasized that NDC has always been a platform for honest sharing of real-world challenges and lessons learned among industry professionals. Lee stressed that in today’s rapidly changing market, Nexon’s strategy is to expand content around its major IPs—such as MapleStory, Dungeon&Fighter, and Mabinogi—while refining operational systems to focus on the true essence of gaming: fun. His message, that fun is the heart of every great game, resonated strongly with both developers and fans, and reflects Nexon’s ongoing commitment to player-centric design.

Expanding IPs: Beyond Games to a Broader Content Universe

Nexon’s approach to IP isn’t just about sequels or spin-offs. At NDC 2025, the company showcased how its beloved franchises are evolving into expansive universes. MapleStory, for example, has seen new brand extensions and community-driven content initiatives, while Dungeon&Fighter and Mabinogi have launched mobile versions and cross-platform experiences. Nexon’s strategy is to transform its IPs into platforms for creativity, collaboration, and commerce—inviting players to become co-creators through new modding tools, in-game economies, and even blockchain-backed digital ownership. This marks a shift from games as static products to games as ever-evolving ecosystems.

Generative AI and Data: The New Engines of Game Development

One of the hottest topics at NDC 2025 was the integration of generative AI and data analytics into game development. Nexon and other industry leaders shared case studies on using AI for content creation, player behavior analysis, and even predicting a game’s success or failure. The company’s Intelligence Lab and partnerships with tech giants like Tencent are driving innovation in this space, enabling faster iteration and more personalized player experiences. The open sharing of these technologies at NDC reflects a broader industry trend toward transparency and collaboration.

Community Buzz: What Are Korean Gamers Saying?

Korean gaming communities on platforms like Theqoo, Nate Pann, Instiz, Naver, Daum, DCInside, FM Korea, and PGR21 have been abuzz with reactions to NDC 2025. Positive comments highlight Nexon’s willingness to listen to both developers and players, its push for creative user-generated content, and the excitement around new IP expansions. Some users, however, remain skeptical about monetization models and whether AI-driven content can maintain the soul of classic games. A representative comment from DCInside reads: 'It’s great to see Nexon focusing on fun and IP, but I hope they don’t lose sight of what made their old games special.' Overall, the mood is cautiously optimistic, with many fans eager to see how Nexon’s vision plays out.

Cultural Insight: Why IP Expansion Matters in Korea

For international readers, it’s important to understand why IP expansion is such a big deal in the Korean gaming scene. In Korea, games like MapleStory and Dungeon&Fighter aren’t just entertainment—they’re cultural phenomena with decades-long histories, massive fan communities, and even their own memes and slang. Expanding these IPs into new genres, platforms, and media means tapping into a deep well of nostalgia and community identity. Nexon’s move to empower users as creators—through modding, social features, and digital ownership—reflects a uniquely Korean blend of fandom, creativity, and entrepreneurial spirit.

Behind the Scenes: Developer Stories and Industry Trends

NDC isn’t just about corporate announcements. Dozens of sessions featured candid talks from developers at Nexon, as well as other major studios like NHN, Blizzard, Riot Korea, and NCSoft. Topics ranged from the technical (large-scale server architecture, AI-driven animation) to the creative (narrative design, community management). Many speakers shared stories of failure and iteration, reinforcing the idea that great games are born from experimentation and open dialogue. This culture of transparency is one reason why NDC remains a must-attend event for both industry veterans and aspiring developers.

The Road Ahead: Nexon’s Global Ambitions

Nexon’s recent financial results show a strong recovery in key titles and successful launches of new games like The First Berserker: Khazan and Mabinogi Mobile. The company is also making headway in global markets, with partnerships in China and major playtests for upcoming titles like ARC Raiders. NDC 2025’s focus on global collaboration, open knowledge sharing, and empowering creators signals Nexon’s ambition to not just compete, but lead on the world stage. As the lines blur between players and developers, Nexon’s vision for the future is one where everyone can participate in building the next great game universe.

Conclusion: NDC 2025 Sets the Stage for a New Era in Gaming

So, did you know? NDC 2025 isn’t just a conference—it’s a statement of intent from one of Korea’s most influential game companies. By doubling down on fun, expanding its IPs, and embracing new technologies and community-driven models, Nexon is shaping the future of interactive entertainment. Whether you’re a gamer, developer, or just curious about Korean pop culture, NDC 2025 offers a fascinating glimpse into where the industry is headed next.