At the recent GamesBeat Summit 2025, held on May 19-20 at the Marriott Marina del Rey in Los Angeles, industry leaders gathered to discuss the future of gaming. Among the standout speakers was Jeonghee 'JJ' Jin, CEO of NC America, who shared her insights on connecting Asian game studios with Western markets.
Jin, a veteran in the gaming industry, has dedicated her career to helping Asian developers expand their reach globally. Her leadership at NC America, the Western publishing arm of NCSOFT, has been pivotal in fostering cross-cultural collaborations. During her talk, she emphasized the importance of understanding cultural nuances to create games that resonate with diverse audiences.
Having previously led expansion efforts at Pearl Abyss America for nearly eight years, Jin brings a wealth of experience to her current role. She highlighted how her past successes have informed her strategies at NC America, aiming to replicate and even surpass prior achievements in the Americas.
Jin's vision for the future includes building stronger strategic partnerships between Eastern and Western gaming communities. She discussed the potential for shared innovation, where Eastern creativity meets Western market demands, resulting in groundbreaking titles that appeal globally.
The East-West connection theme of her session underscored the growing need for cultural exchange in game development. Jin advocated for more inclusive narratives and gameplay mechanics that reflect a blend of perspectives, ensuring that games are not just localized but truly globalized in spirit.
As the gaming industry navigates a post-double-digit growth era, leaders like Jin are crucial in finding new pathways for expansion. Her presence at GamesBeat Summit 2025 served as an inspiration for attendees, offering a roadmap for bridging markets and fostering growth through collaboration.
Alfred Lee
