Level Up!
Level Up!, also known as Level Up! Games or LUG, was a live service game publishing brand and portal originally used by Level Up! Inc. It was founded in 2002 and operated until 2015, when it was succeeded by PlayPark.
The "Level Up!" brand was also used in independent overseas operations in India and Brazil starting in 2004. Most of the content in this article refers to the Philippine venture, also known as Level Up! Philippines.
In 2006, the entire roster of netGames was moved under Level Up!. In 2011, a new company, Playweb Games Inc., took publishing operations from Level Up! Inc. In 2012, the entire roster of E-Games was also moved under Level Up!.
In 2014, Level Up! Inc. was bought by Asiasoft Corporation PCL (now Asphere Innovations). The Level Up! brand was retained until 2015 when it was retired in favor of using the PlayPark brand instead.
Overseas ventures: Level Up! Brazil and Level Up! India
After the success of Ragnarok Online in the Philippines, Level Up! Inc.'s founder, Ben Colayco, pursued publishing operations in Brazil and India in 2004 through the holding company Level Up! International Holdings Pte. Ltd., which Colayco also founded. Both ventures also used the "Level Up!" branding.
The Indian venture was less successful compared to the Brazilian venture. Level Up! Brazil is still active as of 2025, and its group of companies is now known as Level Up Latam under the Chinese multinational company Tencent.
Related products and services
- Level Up! Global Games - A game credit distributor of international live service games.
- Level Up! Kids - A distributor similar to Global Games, but marketed games that were targeting a younger audience.
- Level Up! Music - A portal for showcasing songs based on games published by Level Up!.
- Level Up! cLiq - A social networking site for Level Up! players.
- Be There - A portal for playing Flash games.
- LU! Arcade - A successor to Be There, for playing Flash games.