New Brand Signals Gaming Giant’s Shift to Multi‑Media

"Krafton, the maker of PUBG, has filed a trademark for LV3H Entertainment. The new name shows the company wants to create games, music, videos and live shows. It is not only about developing new titles anymore. The filing comes as part of a rebrand for the existing PUBG Entertainment group. A Krafton spokesperson said it is routine brand protection after a new vision was announced. He did not explain what LV3H means or how the name was chosen. PUBG Entertainment has already pushed the PUBG world into films and shorts. Examples include Ground Zero, The Bystanders and Red Faces. The new brand will separate the media side from the single‑IP label of PUBG.Krafton unveiled a fresh slogan, “Pioneer the Undiscovered, ” and changed its corporate look on Feb. 26. It wants to be seen as a global publisher with many studios and IPs. Moving away from the PUBG name fits Krafton’s plan to build a “Big Franchise IP” strategy. The old label limits the company to one game universe. LV3H removes that restriction and can host many franchises under one umbrella. The company has been buying media assets for years. It created StoryCraft LLC, bought ADK Group in Japan and invested in Spoon Labs. These moves hint that LV3H may become the home for all these media ventures. Analysts think the new brand will bring together the scattered media pieces into a single, strong identity.