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Jeonghee “JJ” Jin spent his career helping Asian studios develop in the West. She has become The CEO of NC America Less than a year ago, and recently added a new role to its CV: COO of NCSOFT WEST, which is responsible for business initiatives on the Western market.
At the Gamesbeat Summit 2025 in Los Angeles, Jin met with the CEO of Niko Partners, Lisa Cosmas Hanson, his new initiative and challenges to bring games from east to west and vice versa.
“NC West is Arenanet’s portfolio company, and in NC West, Arenanet and the most important company GUILD WARS – we really want to develop it more,” said Jin. “So recently, the headquarters wanted to make it more official and gave me another hat to wear so that I can do more work officially for NC West and Arenanet, working more in all areas for all Western subsidiaries.
“So, with this new role, I believe that I can work more strategically in all areas and create more synergies and build our brand power on a global scale and also find more commercial opportunities for Ncsoft in the West.”
His work experience in Korea and the United States gave him a unique perspective on the location of games for different markets. When asked what type of advice she would give the small studios who would try to sail in these cross -border challenges, she said that above all, it is important to find an editor who believes in your game and will work hard to defend him.
She remembered that when she was in a similar position earlier in her career, she did not like how much her team was talking to an editor who seemed really passionate about her game, but after having signed an agreement, they ended up working with “random someone” that they had never met before. She said it was important to know who you work with and have a personal link with this person or team.
“If you are looking for an editor, I want to advise you to find a partner who has a team really passionate about your game, who knows [your] Like, who really wants to have it, “said Jin.” Not just a sales team or a license team that must conclude agreements. “”
Regarding Next era of the game – Like the new IA technologies and the drawing of emerging markets – Jin said that she liked to pay attention to what she called “problems on the gentle side”. For her, it means connection, emotion, community and fandom.
She thinks that, since the games become more important as a hobby (not only by playing but also thanks to more people who watch flows and videos), the links between fans are something that companies should focus on the two social features in the games and outside of it. It is also essential that companies have a good relationship with its community, and this is where emotion comes into play – she always tells her team to look carefully at what the feeling of players looks like.
“These days, emotions are so important. You really want to understand what your players feel because I think there are so many good games that have great features, mechanisms and game modes that are almost perfect,” she said, stressing how difficult the competition is.
Listening to your players and talking to them can make a big difference on this market. She said that companies must also spend time to understand the specific public they target and how to answer them, which can help them build a flourishing community around their game.
“So I think that all these components are really important when I see recent trends and how, especially the young generation, really play their games,” said Jin.
Make sure you consult the full video for more information from the Summit Gamesbeat panel.
