KRAFTON's PUBG Controversies: From NewJeans Loot Box Lies to Lifetime Bans for Vietnamese Pros

KRAFTON is not just South Korea's largest game publisher; it is a beloved name among millions of players worldwide through PUBG: Battlegrounds. But over the past few years, this beloved name has been embroiled in one crisis after another. According to Vietnamese media analysis, from the NewJeans loot box deal in 2026 to the esports tournament ban in 2026, KRAFTON's transparency has been questioned at every turn. The story is best understood through player psychology. In 2026, the PUBG store introduced two paid products — the PUBG X NewJeans Loot Pack and the PUBG X NewJeans Premium Bundle. Players rushed to spend on collectible items and band-inspired costumes. The advertising promised that after four unsuccessful openings, the fifth would guarantee a 100% blueprint set — a safety net seemingly protecting players. Many poured in their savings on that promise. But that net was torn. Many players bought more than five premium bundles and still did not receive the item. Responding to complaints, the PUBG team admitted the premium bundle was not actually covered by the pity system, and some displayed information was inaccurate. KRAFTON later corrected the information, apologized, and offered compensation — but those who had spent heavily kept demanding refunds. Finally, in June 2026, Yonhap reported that South Korea's Fair Trade Commission (FTC) fined KRAFTON 2.5 million won. The investigation found that the promised 100% drop rate was actually only 9%. Other item probabilities were also displayed incorrectly. Because the company voluntarily corrected the information and compensated, the penalty remained limited to a fine. Around 380,000 buyers received refunds totaling 1.1 billion won, plus in-game currency compensation worth about 9.8 billion won. This is where the blockchain context becomes relevant. NFT gaming platforms love to claim they are "provably fair," with each drop's odds transparently recorded. But on centralized servers like PUBG's, players have no ledger — whatever the company shows is final. The NewJeans loot box scandal proved that without transparency in a centralized system, the player is the most vulnerable party. The second chapter of the NewJeans collaboration is even more sensitive. Many players used face skins of the K-pop stars to create and share sexually harassing images and videos. Haerin and Hyein were minors at the time — crossing a serious ethical line. ADOR and KRAFTON later restricted certain combinations, but the question remains: should the customization tool have been restricted from the start? In this scandal, not just users but the platform itself bears responsibility. The China chapter tells a different story. In May 2026, PUBG Mobile shut down in China due to licensing issues. Tencent migrated players to Peacekeeper Elite, which was visually a reskin of PUBG Mobile under a different name. KRAFTON long claimed no relationship existed. However, in 2026 IPO filings, KRAFTON admitted it provided technical services for Peacekeeper Elite and received service fees. The company's public history does not match its statements. Legally the two games may be separate, but in players' eyes, they are the same game — one closed and another arrived under a borrowed identity. Finally, the PUBG Asia Stars 2026 incident caused the biggest uproar. On September 23, two Vietnamese pros, Himass and TanVuu, were permanently banned. They were found to have used external information, including opponents' livestreams, to build strategies — so-called stream sniping. Gen.G streamer Soopi raised the accusation. KRAFTON later confirmed no further violations were found among other attendees. The severity of the punishment can be questioned. Does stream sniping in a showcase match justify ending a whole career? In Vietnam, more than 4 million signatures were collected in support. Popular content creators like Độ Mixi, PewPew, Rambo, DjChip, and Ngân Sát Thủ protested; some removed their PUBG content. GAM x The Expendables demanded transparent explanations, and Anyone's Legend defended their player's right to due process. Many gamers wonder whether such severe bans are applied consistently to everyone on a global platform. Still, my experience teaches me that what happens in esports is never just one side's fault. In 2026, when I mispronounced Faker's name at the World Championship semifinal, I learned that without admitting mistakes, connections cannot be built. For KRAFTON, the time to rebuild such connections is running out. Looking at the numbers: a 2.5 million won fine, 1.1 billion won in refunds, 9.8 billion won in in-game compensation, 4.1 million signatures — every number is visible and transparent. But the most important metric — trust — appears nowhere. When a company denies first, then admits, then compensates, how many times will players repeat that cycle of forgiveness? In the next update, the next tournament, the next loot box — players will ask one question: have we been told the complete truth this time? The answer will determine whether KRAFTON remains just a game publisher or is remembered as a betrayer.