Neptune to handle ads for Krafton's BGMI in push into India's ad market

Neptune has teamed up with Krafton to run advertising operations for Battlegrounds Mobile India, known as BGMI, as the company moves to make a full-scale push into India's advertising market.

Neptune announced Tuesday that its India subsidiary, Krafton Ad Platform India, has signed an official partnership agreement with Krafton to manage advertising operations for BGMI.

Neptune established the India subsidiary in April and entered the ad-tech business there. The company provides mobile ad revenue optimization services to mobile app and game developers through its platforms AD(X) and AdPie.

Neptune said its cumulative ad transaction volume from the ad-tech business surpassed 400 billion won ($283 million) as of 2025, citing platform upgrades and the launch of AdPie Ad Exchange as key drivers.

The company also supplies ad-tech technology to more than 140 domestic and international mobile service and game companies, including Kakao Games, Line Games and Com2uS.

Neptune said BGMI, which Krafton launched in 2021, has grown into one of India's most popular mobile games. With the game's cumulative user base surpassing 260 million, Neptune expects BGMI to serve as an advertising channel that gives marketers easy access to a large pool of engaged players.

Neptune plans to design and develop BGMI's advertising inventory while directly managing ad delivery, operations and optimization through its ad-tech platform and operations team.

The company intends to use this India entry as a springboard for broader overseas expansion of its ad-tech business. Beyond BGMI, Neptune plans to extend its advertising operations to other Indian mobile apps and platforms with high user traffic, spanning gaming, entertainment and community categories.

Krafton, for its part, will use Neptune's ad-tech technology to explore a new revenue model that converts game traffic into advertising income.

"This partnership marks the starting point for our India subsidiary's push into the Indian advertising market," Neptune Chief Executive Kang Yul-bin said. "Building on BGMI's premium ad inventory and its 260 million users, we will drive up both advertiser efficiency and order volume at the same time."