Netmarble invests $190 million in K-pop sensation BTS’s music label

South Korean mobile titan Netmarble has spent $190 million to acquire a 25.71 percent stake in Big Hit Entertainment, the music label behind the popular South Korean pop group BTS. The investment makes it the company’s second largest shareholder. This announcement comes ahead of the release of BTS World, a mobile game that’s slated to launch later this year.

Netmarble is developing BTS World, but it’s not the first time the pop group has appeared in video game format. Four days ago, the Japanese mobile messaging company Line released Puzzle Star BT21, a Tetris-like puzzler that stars Line stickers created by the BTS band members. It currently sits at No. 4 on the Apple App Store in the puzzle category, according to market researcher App Annie.