PUBG just turned 9 years old, and on this occasion, its developers have made a big effort to show the world that the game intends to stay in the race against a certain Fortnite. More than just a simple battle royale, PUBG now dreams of becoming a true gaming platform, similar to Epic Games, with various modes, external collaborations, and a global ambition. 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 going on, it’s important to realize how PUBG is an institution 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 at 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 cafe, an esports arena, and a skate park adorned with guns in collaboration with the K-Pop group Aespa. Simply put: there’s probably no other game celebrated at this level in an entire country.
Despite all of this, PUBG studios want to go even further and reconquer Western markets, especially targeting a younger audience. The game still ranks in the top 12 most played titles on Steam in 2025, which is impressive, but the team clearly wants to step up their game.
Fortnite Strategy, Embraced and Claimed During a presentation in Seoul, Taeseok Jang, head of the PUBG IP Franchise Group, stated that PUBG is no longer seen as a standalone game but as a long-term franchise aiming to become a global cultural icon. This vision translates into the integration of game modes developed in collaboration with external studios, as well as 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 sci-fi themed PvE co-op roguelite mode available since April 8 directly in PUBG Battlegrounds.
Xeno Point: a convincing first test? Xeno Point offers PvE co-op gameplay for up to four players, with waves of aliens to take down in linear levels inspired by a reimagined version of the Miramar map. Players equip their characters with classic PUBG weapons and cool ultimate abilities like sending explosive insect swarms at enemies. The mode involves unlocking permanent character upgrades between runs, providing a sense of progression. The mode concludes with a multi-phase boss fight requiring coordination and team strategy. Overall, Xeno Point is an honest mode that offers a refreshing change from the usual Battlegrounds gameplay, even though it may lack the intensity of a classic battle royale top 10 finish.
The Payday collaboration and lingering doubts Following Xeno Point, a Payday mode developed with Starbreeze, the Swedish studio behind the Payday franchise, will be introduced in May. Integrating heist gameplay into PUBG sounds unique, but considering the lackluster reception of Payday 3, some may question if this collaboration is the right move to attract new players. The real doubt lies in whether PUBG should continue to refine its core gameplay elements rather than chasing after Fortnite with experimental modes.
What if the real answer is to focus on its fundamentals? Improvements are also planned for the console version of PUBG, including better controller support and 60 frames per second, which is great news. Instead of following Fortnite’s path with exotic modes, perhaps it would be wiser for PUBG to perfect what has made it magical since 2017. A permanent classic mode, server upgrades, and an overhaul of aging mechanics could make longtime fans happy.
PUBG remains an absolute reference in gaming history, popularizing the battle royale genre globally. Nine years after its launch, the game still has the potential to stay relevant. However, trying to become a global cultural icon by copying Fortnite’s model rather than embracing its unique identity may confuse those who love PUBG for what it truly is.
