Krafton’s first-person shooter game ‘Battlegrounds’ has sparked controversy over the sexualization of content involving the famous idol group ‘NewJeans,’ as photos of NewJeans member characters dressed in revealing clothing have been shared on online communities.
The collaboration between Battlegrounds and NewJeans created a lot of excitement from the beginning. Players can listen to NewJeans’ music and make their characters dance, with various NewJeans-themed items thoughtfully integrated throughout the game.
Among these, the most enthusiastically received feature was the ability to customize game characters to look like NewJeans members, including their faces and actual outfits, which players could purchase to enjoy the game as NewJeans characters. Krafton had a similar collaboration with BLACKPINK, but it did not extend to changing the characters’ appearances.
The issue arose when some users purchased NewJeans member characters and dressed them in swimsuits or short shorts, then shared inappropriate photos taken from suggestive angles. This misuse of the feature to dress NewJeans characters freely and view them from various angles has drawn criticism, especially since some members are still minors. Online communities have reacted with concern, saying that these actions have ‘crossed the line.’
Additionally, there are criticisms that having minor characters in a game primarily played by adults is inherently problematic. Given the nature of the game, which involves attacking opponents with guns and knives, minor characters are inevitably exposed to both aggressive situations and violence. One user commented, “In the game, NewJeans characters exchange sexually harassing remarks and attack each other. I cannot understand the game company that exposes minor celebrities to such content, nor the agency that allowed it.”
Krafton and NewJeans’ agency, ADOR, have belatedly taken steps to address the issue. However, while the primary fault lies with the users exploiting the situation, the game company and agency are also facing criticism for not preemptively preventing a foreseeable controversy.
A Krafton representative stated, “Krafton and ADOR are requesting the removal of images, videos, and posts that do not align with the purpose and intent of this collaboration to protect the artists. We plan to take appropriate action regarding unsuitable items soon, and legal review will be conducted if necessary.”
