KRAFTON has filed a trademark for 'LV3H Entertainment.' The trademark focuses on content production, aiming to expand game IP into video, music, and live performances, rather than being limited to game development and services.

KRAFTON explained that the filing is part of a rebranding process for an existing organization.

A company representative stated, "This is part of the rebranding of the existing 'PUBG Entertainment' organization, in line with the company's recent introduction of a new vision and values. 'LV3H Entertainment' is a name considered during this process, and the filing was made as part of routine brand management and trademark protection."

However, the company did not disclose the meaning behind the name 'LV3H' or the background of its creation at this stage.

'PUBG Entertainment,' the target of the rebranding, is the organization responsible for expanding the PlayerUnknown's Battlegrounds universe into various media, including video. KRAFTON operates the 'PUBG Universe' content franchise, which has released video content such as the 2021 short film 'Ground Zero,' followed by 'The Bystanders' and 'Red Faces.

This trademark filing aligns with the new vision and core values KRAFTON announced on February 26. At that time, KRAFTON unveiled the slogan 'Pioneer the Undiscovered' and completely overhauled its corporate identity (CI) under the concept of 'Perspective Shift.' The company stated its intention to strengthen its identity as a global publisher encompassing various creative studios and publishing IPs.

The attempt to move the entertainment organization's name away from 'PUBG' is consistent with KRAFTON's 'Big Franchise IP' strategy. The 'PUBG Entertainment' label, tied to a single IP, has clear limitations when it comes to encompassing IPs beyond PlayerUnknown's Battlegrounds.

The transition to 'LV3H Entertainment,' which excludes a specific IP name, is interpreted as an intention to separate the media business from a single IP and reorganize it into an umbrella brand that covers multiple franchises.

KRAFTON has already been accumulating assets for media expansion. It established the content entity StoryCraft LLC this year and acquired the Japanese animation production company ADK Group for approximately ₩710.3 billion last June. In September 2024, it invested approximately ₩120 billion in the short-form drama platform Spoon Labs, continuing to broaden the scope of its video and media business.

Analysts suggest that a new entertainment brand is being prepared to serve as a vessel to consolidate these scattered media assets under a single banner.