NCSoft's JJ Jin Drives Western Growth and Community Focus

Jeonghee “JJ” Jin has established herself as a pivotal figure in bridging Asian game studios with Western markets. Recently appointed CEO of NC America and COO of NCSoft West, she is focused on expanding the company’s footprint in the West, particularly through ArenaNet and the Guild Wars franchise.

Jin’s dual roles empower her to work strategically across NCSoft’s Western subsidiaries, driving synergy and global brand growth. Her experience working in both Korea and the U.S. gives her a unique perspective on localizing games to resonate with diverse audiences.

For smaller studios aiming to break into foreign markets, Jin stresses the importance of finding a publisher who is genuinely passionate about their game. She warns against partnerships where enthusiasm fades after signing, emphasizing the value of personal connections and committed teams.

Looking ahead, Jin highlights the evolving gaming landscape shaped by AI and emerging markets but points to what she calls “soft side issues” as critical: connection, emotion, community, and fandom. She notes that gaming is no longer just about playing but also about watching streams and engaging socially.

In a crowded market filled with technically excellent games, Jin believes that understanding and responding to player emotions and sentiments can differentiate a title. Building strong communities through in-game social features and external engagement is vital to long-term success.

Jin advises companies to deeply understand their target audiences, especially younger generations, to tailor experiences that foster thriving communities. This approach not only enhances player loyalty but also drives sustained growth in competitive Western markets.

Her insights from the GamesBeat Summit underscore the importance of strategic leadership, passionate partnerships, and emotional connection in successfully bringing games across cultural boundaries and building lasting player engagement.