South Korean game developer NCSoft has secured a 70% ownership stake in Berlin-based mobile developer JustPlay in a deal valued at 301.6 billion won ($204.8 million). Set to finalize on April 30, 2026, this acquisition represents NCSoft's latest effort to establish a stronger foothold in Europe's casual mobile gaming space.
JustPlay runs a rewards-driven mobile platform titled JustPlay: Earn Money or Donate, where users collect real cash or vouchers through gameplay. With this purchase, NCSoft gains direct access to JustPlay's existing player community and can now distribute its own mobile titles through the platform, broadening its European mobile presence.
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Part of a broader international expansion
The JustPlay deal follows NCSoft's December 2025 purchase of a controlling interest in Singapore-based mobile publisher Indygo Group for $103.8 million. Indygo's portfolio includes Lihuhu, a Vietnam-based studio focused on casual and puzzle titles. At that time, NCSoft co-CEO Park Byung-moo confirmed the company was exploring additional partnerships and acquisitions with European developers to extend its global footprint.
Acquiring JustPlay fits directly into NCSoft's plan to reduce its reliance on the South Korean market and tap into regions where mobile casual gaming continues to grow rapidly. Owning a proven platform like JustPlay allows NCSoft to diversify its catalog and connect with European audiences more effectively.
New projects and internal development
NCSoft is simultaneously working on Steel Frontiers, an MMORPG built around the Horizon franchise from Sony and Guerrilla Games. The studio's strategy combines external acquisitions with continued investment in major internal projects, balancing mobile expansion with core MMORPG development.
By building out both casual mobile offerings and high-profile IP-driven MMORPGs, NCSoft is positioning itself to compete across multiple gaming segments simultaneously.
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Frequently Asked Questions (FAQs)
What is JustPlay?
JustPlay is a Berlin-based mobile developer operating a rewards platform called JustPlay: Earn Money or Donate, where players earn cash or vouchers by playing games and completing tasks.
How much did NCSoft pay for JustPlay?
NCSoft purchased a 70% stake in JustPlay for 301.6 billion won, equivalent to approximately $204.8 million.
When will the acquisition be completed?
The deal is scheduled to close on April 30, 2026.
Why is NCSoft acquiring JustPlay?
NCSoft is using the acquisition to grow its mobile and casual gaming operations in Europe, taking advantage of JustPlay's platform infrastructure and established player base.
What other recent acquisitions has NCSoft made?
In December 2025, NCSoft bought a majority stake in Singapore-based Indygo Group, which owns Vietnam-based casual game developer Lihuhu.
What other projects is NCSoft working on?
NCSoft is developing Steel Frontiers, an MMORPG based on Sony and Guerrilla Games' Horizon IP, while continuing to expand its mobile and casual game lineup.
