NCSoft has decided to acquire European mobile game platform company JustPlay to expand its global mobile casual game business.
NCSoft announced on the 11th that its board of directors convened on the 10th and approved investing $202 million to acquire a 70% stake in Germany-based JustPlay. The acquisition is scheduled for completion by the end of April.
JustPlay is an ad-tech-based mobile casual game development and rewards platform company founded in 2020 by former executives of global ad-tech firm AppLovin. The company is headquartered in Berlin, Germany. It operates approximately 40 self-developed and published mobile casual games through its platform. In 2025, the company recorded annual revenue of $172.8 million (248 billion won) and operating profit of $19.1 million (27.4 billion won). With 70% of total revenue generated in North America, the company has established market competitiveness in North American and European regions.
JustPlay will serve as a core platform in NCSoft's ongoing strategy to build a global mobile casual ecosystem. Park Byung-moo, co-CEO of NCSoft, said, "JustPlay is a company with outstanding growth potential, with revenue expected to increase 88% year-over-year this year." He added, "Through this acquisition, we will secure a core platform for our global mobile casual business and focus on building an ecosystem that maximizes synergies with our domestic and international mobile casual studio subsidiaries."
NCSoft established a Mobile Casual Center last year and has been building a mobile casual ecosystem integrating development, publishing, data, and technology capabilities. The company has recently been actively expanding its portfolio and securing global specialized developers by acquiring domestic and international mobile casual studios, including Vietnam's Lihuhu and Korea's Springcomes.