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GamesBeat Summit 2025: The East-West connection with NC America’s Jeonghee “JJ” Jin
Jeonghee “JJ” Jin has spent her career helping Asian studios expand in the west.
At GamesBeat Summit 2025 in Los Angeles, Jin spoke with Niko Partners CEO Lisa Cosmas Hanson about her new initiative and the challenges of bringing games from the East to West and vice-versa. She remembered that when she was in a similar position earlier in her career, she didn’t like how sometimes her team would talk to a publisher that sounded really passionate about their game, but then after signing a deal, they ended up working with “someone random” they’d never met before. In regards to the next era of gaming — such as new AI technologies and tapping into emerging markets — Jin said she likes to pay attention to what she called “soft side issues.” To her this means connection, emotion, community, and fandom.
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