Netmarble on Tuesday announced the launch of Metaverse Entertainment to explore business opportunities with virtual idols.

According to South Korean game company, the new entity is wholly owned by Netmarble F&C, Netmarble’s development arm.

F&C co-head Seo Woo-won will double as the inaugural CEO of the entertainment unit.

Metaverse Entertainment will develop a virtual reality platform and offer game-related metaverse content, such as managing virtual idols, on it.

Netmarble F&C is an experienced mobile game developer, its successful works including The Seven Deadly Sins: Grand Cross and Blade & Soul Revolution.

Recently, Netmarble has been making strides into the booming entertainment business. Earlier this month, the company teamed up with Studio Dragon, a major production studio under the country’s entertainment giant CJ ENM, to co-develop TV series, films and games.