New Delhi: KRAFTON Ad Platform India (KADP India), the advertising technology arm established by gaming major KRAFTON and South Korean ad-tech company Neptune, has commenced operations in India with BATTLEGROUNDS MOBILE INDIA (BGMI) as its first major property.
KADP India will handle the planning and design of advertising inventory on BGMI, along with campaign execution, optimisation and operational management. Powered by Neptune’s advertising technology platform and supported by a local operations team, the offering is designed to give brands access to BGMI’s gaming environment for both brand-building and performance-led campaigns.
The launch gives KADP India an immediate audience base at scale. Since its India debut in 2021, BGMI has crossed 260 million cumulative downloads, according to KRAFTON India. The game has increasingly evolved beyond entertainment into a platform for brands seeking to integrate products and experiences within gaming environments.
Over the years, BGMI has hosted brand collaborations involving Royal Enfield’s Bullet 350 and Continental GT 650, Mahindra’s BE 6 electric SUV, Hero MotoCorp’s Xtreme 160R 4V and 125R, and PepsiCo’s Sting.
KADP India was incorporated in April 2026 as the Indian subsidiary of Neptune, which operates mobile advertising monetisation platforms including AD(X) and AdPie. These platforms enable app and game developers to manage, monetise and optimise their advertising inventory.
The relationship between KRAFTON and Neptune strengthened significantly last year. In 2025, KRAFTON acquired Kakao Games’ 39.37% stake in Neptune for KRW 165 billion. Along with its existing 3.16% holding, the transaction took KRAFTON’s stake in Neptune to 42.53%. The deal was completed on July 9, 2025.
For KADP India, however, BGMI is intended to be a starting point rather than the limit of its ambitions. The company plans to onboard other Indian mobile applications and digital platforms with large and highly engaged audiences, with gaming, entertainment and community-led services identified as key areas of expansion.
This strategy could allow the company to build a broader premium digital advertising network in India, extending Neptune’s monetisation capabilities beyond KRAFTON-owned inventory.
Krishna Kant Singh, Sales Lead, KADP India, said the company sees gaming as an increasingly important environment for brand engagement.
“Gaming is redefining how brands engage with consumers, and BGMI offers one of the most immersive environments to build those connections,” Singh said.
He added that KADP India aims to make advertising a more integrated component of the player experience while delivering measurable value for brands.
“Our vision is to transform advertising from an interruption into a meaningful part of the player experience, delivering solutions that create value for brands while preserving the authenticity and engagement that players expect. As we expand KADP India’s capabilities, we aim to set a new benchmark for performance-driven advertising in gaming,” Singh said.
