Busan to Be Featured in Video Games... Busan City and Smilegate to Develop "Busan Map"

MOU Signing at BEXCO on the 14th, Spreading the City Brand Worldwide
- Stimulating Busan Tourism Demand
- Fostering and Engaging Young Talent

Busan Metropolitan City (Mayor Park Hyungjoon) is set to promote its city brand by developing a map within a video game.

On November 13, Busan City announced that it will sign a business agreement with global game company Smilegate regarding the development of a next-generation game content "Busan Map" at BEXCO on November 14 at 1:20 p.m.

This agreement aims to leverage video games as a cultural content medium to promote Busan’s city brand globally, and to create social value and revitalize the local economy by integrating tourism and the gaming industry.

Smilegate, established in 2002, is a leading Korean global game company engaged in game development, publishing, platforms, entertainment, investment, and social contribution. Its flagship titles include the first-person shooter Crossfire, played by 1.1 billion people worldwide, and the MMORPG Lost Ark, which is serviced in over 160 countries. Lost Ark won six awards at the 2019 Korea Game Awards and attracted 1.32 million concurrent users on Steam in 2023, enjoying great popularity among gamers worldwide.

As of 2024, Smilegate recorded sales of 1.5222 trillion won and employs around 3,500 people, solidifying its reputation as a leader elevating South Korea’s status in the global gaming industry.

Busan City and Smilegate plan to jointly develop the next-generation "Busan Map" within the game, allowing gamers around the world to naturally experience Busan’s urban landscape and identity. By incorporating Busan’s major tourist attractions and local cultural elements into both in-game and external content, they aim to stimulate tourism demand and create a virtuous cycle that benefits the local economy.

Additionally, collaborative projects will be promoted to revitalize the local economy and nurture young talent. Busan City will support the linkage between the gaming and tourism industries, while Smilegate will expand opportunities for young talent in Busan to participate in game development and content production, laying the foundation for the growth of the region’s promising gaming ecosystem.

Lee Joonseung, Deputy Mayor for Administrative Affairs of Busan City, emphasized, "By collaborating with a world-class game company, we will expand the value of the Busan brand in the global market and create a new model for city promotion that combines gaming and tourism. We will also actively work to nurture young talent and create social value by supporting culturally disadvantaged groups."