Sports teams in Korea are owned by big conglomerates, which means you have teams with names like the Lotte Giants, the Samsung Lions, and the Kia Tigers. The scale at which these companies work are on a cosmically expansive level, which is why you couldn't imagine a game company doing this ten years ago.
Video games in Korea have become a phenomenon in itself, and big businesses in Korea, to quote Jurassic Park, move in herds. The partnership of two of Korea's biggest brands is like watching the birth of some monster from geek mythology. Cue the "We're going to make a fortune" greedy lawyer, because it's true that both Lotte and Nexon will benefit from the others' help with promotional material alone—which a Nexon spokesperson sugarcoated by using the word "promote" in the sense that they would try to promote a healthy gaming culture. I'm trying to find even a molecule of a silver lining here, a.k.a. the Jeff Goldblum molecule, in this news, because we all know how Jurassic Park ends.
Lotte to Play with Nexon Logo [edaily]