Lost Ark and the Impression of Korean Games from the Western Perspective On February 11th, 2022 after three days of early access, Lost Ark officially released in the west to over one million players. Produced by Smilegate, a Korean developer, and distributed in the west by Amazon Game Studios, the release of Lost Ark is an opportunity to consider the impression that Korean games have made among western audiences. Despite several successful Korean games launching in the West over the last 20 years, the idea of a ‘Korean game’ hasn’t really taken hold in the public consciousness of western players in the same way Japanese games have dominated the gaming landscape. Through a combination of Lost Ark’s management, the engagement of high-profile content creators, and the role of the Korean Lost Ark community in helping the game succeed among the western playerbase, Lost Ark is in a unique position to configure western player expectations about what a Korean game can be.