PUBG has just celebrated its 9th birthday, and on this occasion, its developers have gone all out to make it clear to the world that the game has every intention of staying in the race against a certain Fortnite. More than just a battle royale, PUBG now dreams of being a true gaming platform like Epic Games, with various modes, external collaborations, and a globally ambitious vision. So, is it a good idea or a risky move? Let’s take a look.
PUBG, a monument in South Korea
To understand what’s happening, it’s important to realize how much of an institution PUBG is in Asia. While Fortnite dominates conversations in Europe and the United States, Battlegrounds remains the undisputed king in South Korea. The game’s anniversary was celebrated in a grand manner in a university gymnasium in Seoul, with developer panels, spectacular magic shows, and K-Pop performances. In the trendy Seongsu district, fans can visit a cultural space dedicated to the game, featuring a themed café, an e-sports arena, and a skate park adorned with guns in collaboration with the K-Pop group Aespa. Simply put, you probably won’t find any other game celebrated at this level in an entire country.
Despite all of this, the PUBG studios aim to go even further and reclaim Western markets, especially among a younger audience. The game still ranks in the top 12 most played titles on Steam in 2025, which is not bad, but the team clearly wants to elevate things to the next level.
Fortnite’s strategy, embraced and claimed
During a presentation in Seoul, Taeseok Jang, Head of PUBG IP Franchise Group, bluntly stated that PUBG is no longer seen as a unique game internally, but as a long-term franchise with a very specific ambition:
“PUBG is no longer perceived as a unique game, but as a long-term franchise aiming to become a global cultural icon.” – Taeseok Jang, Head of PUBG IP Franchise Group
This translates into the integration of game modes developed in collaboration with external studios and experimenting with player-generated content, similar to what Fortnite has been doing for years. The first concrete example of this vision is Xeno Point, a PvE co-op roguelite sci-fi themed mode available in PUBG Battlegrounds since April 8.
Xeno Point: a convincing first test?
Xeno Point offers PvE co-op gameplay for up to four players, battling waves of aliens in linear levels inspired by a revamped version of the Miramar map. Before each expedition, players equip their characters with classic PUBG weapons and really cool ultimate abilities on cooldown, such as summoning explosive insects towards enemies. Between runs, players unlock permanent upgrades for their characters, providing a sense of progression.
The mode culminates in a boss fight with phases where players must target weak points while dodging projectiles. Cooperation is crucial in combining ultimates at the right moment, summoning a giant shield to revive a team member safely. Overall, Xeno Point is an honest mode that brings a refreshing change from Battlegrounds’ usual routine, although it may lack the adrenaline rush of the classic battle royale’s top 10 moments.
The Payday collaboration and lingering doubts
Following Xeno Point, a Payday mode developed with Starbreeze, the Swedish studio behind the Payday franchise, is set to arrive in May. Integrating heist gameplay into PUBG sounds original, but considering Payday 3’s lackluster reception, one may question if this collaboration sends the right message to attract new players.
Here lies the real doubt. PUBG has built its legend on something very specific: the unique tension of battle royale, the raw yet effective gunplay, and the pure adrenaline moments of being the last two standing. Wanting to follow Fortnite’s model with various experimental modes is one thing. But Fortnite started with a very arcade and colorful base, while PUBG’s identity is more rooted in realism and tension. Are its fans really up for roguelite co-op or heists?
What if the real answer is to focus on its fundamentals?
Improvements are also planned for the console version, including better controller support and 60 frames per second as a bonus, which is great news. Instead of chasing after Fortnite with exotic modes, wouldn’t it be smarter to continue refining what has made PUBG magical since 2017? A permanent classic mode, server upgrades, a revamp of some aging mechanics—these are the things that would make early fans happy.
PUBG remains an absolute reference in gaming history, the game that popularized the battle royale genre on a global scale. Nine years after its launch, it still has all the cards to remain relevant. However, trying to become a global cultural icon by copying Fortnite rather than embracing its unique identity may confuse those who love it for what it truly is.
