DeNA

DeNA Co., Ltd. is a Japanese internet, digital-services, mobile-gaming, and entertainment company headquartered in Shibuya, Tokyo. Founded in 1999 by Tomoko Namba, the company initially built its business around online commerce and auctions. Its first major service was Bidders, an online auction marketplace launched in the year of incorporation. DeNA later adapted its business to Japan’s rapidly expanding mobile-internet market, developing mobile commerce, social networking, and mobile entertainment services. The company’s most influential product has been Mobage, a mobile social-gaming and community platform first launched as Mobage Town in 2006. Mobage combined games, social features, virtual goods, and user accounts, and became one of Japan’s most important mobile gaming ecosystems during the late 2000s and early 2010s. DeNA opened the platform to third-party developers and expanded it internationally through partnerships, acquisitions, and local operating entities. Its international expansion included investments in OpenFeint, the acquisition of U.S. developer ngmoco, studios and subsidiaries in Europe and Asia, and efforts to distribute Mobage through partners such as Samsung, Alibaba, Baidu, Huawei, and Renren. DeNA has operated and supported a broad portfolio of mobile games and digital entertainment services. Its activities have included original and licensed games, publishing, platform infrastructure, live operations, social features, and cooperation with external developers. The company has been involved with titles and services connected to Nintendo, The Pokémon Company, Disney, Tencent, Nexon, and other rights holders. Representative projects include Pokémon Masters, Pokémon Masters EX, Mario Kart Tour, Fire Emblem Heroes, Animal Crossing: Pocket Camp, Super Mario Run, Miitomo, and Pokémon TCG Pocket. The Nintendo relationship has been particularly significant: announced in 2015, it initially covered mobile games based on Nintendo intellectual property and later expanded into account and infrastructure work through Nintendo Systems, a joint venture established in 2022. DeNA has also diversified beyond games. Its SHOWROOM service provides live streaming, particularly for Japanese idols, performers, and voice actors. Manga Box is a digital manga application and distribution service. The company has operated or invested in sports organizations, including the Yokohama DeNA BayStars professional baseball team, SC Sagamihara, and the Kawasaki Brave Thunders basketball team. In mobility, DeNA developed the Takuberu and MOV ride-hailing services; its automotive activities were combined with JapanTaxi in 2020 to form Mobility Technologies, whose services were consolidated under the GO brand. The company’s international strategy has experienced both successes and retrenchment. DeNA opened overseas studios and offices, worked with local platform and development partners, and attempted to establish Mobage outside Japan. Some of these initiatives were later reduced or closed, including DeNA Global in the United States and staff reductions in Singapore. DeNA also sold MyAnimeList to Media Do Holdings in 2019 after acquiring ownership in 2015. Today, DeNA is best understood as a diversified Japanese digital-entertainment group rather than solely a social-game operator. Its business interests span mobile and online games, digital content, live streaming, sports, mobility, healthcare-related services, and technology infrastructure. The company remains publicly listed in Japan and continues to develop and operate games and digital services, often in partnership with major intellectual-property owners.

DeNA was established in Tokyo in 1999 by Tomoko Namba. Its first major service was Bidders, an online auction marketplace launched during the company’s first year. The business later moved into mobile commerce and mobile community services as Japanese consumers increasingly used phones for internet access. In 2004, DeNA worked with Index Corporation on Mobaoku, a mobile auction service, and in 2005 it became a publicly listed company on the Tokyo Stock Exchange. In 2006, DeNA created the Mobakore subsidiary and launched Mobage Town, a mobile social-gaming and networking service. It also introduced mobile-shopping initiatives, including AU Shopping Mall. Mobage became the company’s defining platform during the second half of the 2000s. Popular titles, virtual goods, social functions, and a large mobile user base helped DeNA build a substantial digital-goods business. At the start of 2010, the company opened Mobage Town to third-party developers, adding dozens of partners and many game titles. It also worked with Yahoo! Japan on a PC-based social-game platform. DeNA’s initial global expansion relied heavily on acquisitions and partnerships. It acquired a minority interest in OpenFeint in 2009 and released MiniNation, a collection of social games for Apple mobile devices, in 2010. Later in 2010, DeNA acquired U.S. developer ngmoco, giving it development capabilities and the Plus+ social-gaming network. DeNA subsequently consolidated Plus+ with Mobage Town under the Mobage name and announced plans to bring the platform to the United States. It also pursued a device relationship with Samsung and expanded into China, South Korea, Vietnam, Europe, Canada, and other markets through studios, subsidiaries, and local partners. The company’s rapid domestic growth also brought regulatory scrutiny. In 2011, Japan’s Fair Trade Commission issued a cease-and-desist order, concluding that DeNA had violated the Antimonopoly Act by pressuring or forcing game developers to distribute titles exclusively through Mobage. GREE and KDDI later filed suits related to the dispute. In the same year, Namba announced that she would step down as chief executive to care for her ill husband. DeNA continued to recruit established game creators and to build international development relationships. During 2012 and 2013, DeNA broadened its entertainment portfolio. It moved its headquarters to Shibuya Hikarie, formed a partnership with Disney for social-network games, worked with Chinese and Taiwanese partners on Mobage distribution, and acquired a 20% interest in Cygames. The company also joined the Entertainment Software Association, partnered with Nexon, launched SHOWROOM for live streaming, and created Manga Box for digital manga. Several Mobage titles were discontinued in 2013, illustrating the volatility of the social-game market. A major strategic turning point came in 2015, when DeNA and Nintendo announced a partnership to develop mobile games based on Nintendo intellectual property and to cooperate on digital membership infrastructure. This relationship led to projects including Miitomo, Super Mario Run, Fire Emblem Heroes, Animal Crossing: Pocket Camp, and Mario Kart Tour. DeNA also acquired MyAnimeList in 2015, although the platform was later sold to Media Do in 2019. International operations were subsequently streamlined, including the closure of DeNA Global in the United States in 2016 and staffing reductions in Singapore. DeNA diversified further in the late 2010s. It created an automotive division, launched Takuberu, and renamed the service MOV as it expanded beyond its initial operating area. It acquired interests in sports organizations, including the Yokohama BayStars, which became the Yokohama DeNA BayStars, and later the Kawasaki Brave Thunders. In 2019, DeNA released Pokémon Masters in cooperation with The Pokémon Company, adding another major licensed mobile-game property to its portfolio. In 2020, DeNA combined its mobility activities with JapanTaxi to create Mobility Technologies. The earlier MOV service was integrated into GO, a broader Japanese mobility platform. In 2022, Nintendo and DeNA established Nintendo Systems, with Nintendo holding 80% and DeNA 20%, to focus on Nintendo account and related digital infrastructure. In 2024, DeNA Digital Production, a studio associated with Pokémon TCG Pocket, was rebranded as Pokémon Card D Studio under a joint ownership structure involving DeNA and The Pokémon Company. DeNA’s history therefore spans online auctions, mobile commerce, social networking, platform operations, game development, licensed entertainment, live streaming, digital publishing, sports, mobility, and infrastructure. Its present identity is that of a diversified Japanese digital-entertainment group, with mobile games and strategic partnerships remaining central to the brand.

1. 2024Pokémon Card D Studio is created

   DeNA Digital Production was rebranded as Pokémon Card D Studio in connection with Pokémon TCG Pocket development.

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2. 2022Nintendo Systems is established

   Nintendo and DeNA formed a joint venture focused on Nintendo accounts and digital infrastructure.

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3. 2020Mobility Technologies is formed

   DeNA’s mobility activities merged with JapanTaxi, creating Mobility Technologies and leading to the GO platform.

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4. 2019Pokémon Masters launches

   DeNA released Pokémon Masters in cooperation with The Pokémon Company.

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5. 2017Automotive division and Takuberu

   DeNA entered ride-hailing with Takuberu, later renamed MOV.

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6. 2015Nintendo mobile partnership

   DeNA and Nintendo began a strategic collaboration on mobile games and digital membership infrastructure.

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7. 2013SHOWROOM and Manga Box launch

   DeNA expanded into live streaming and digital manga with the SHOWROOM and Manga Box services.

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8. 2012DeNA partners with Disney

   The companies agreed to develop and promote social-network games.

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9. 2011Mobage expands into China

   DeNA introduced Mobage in China on Android and iOS and pursued local technology partnerships.

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10. 2010Mobage opens to third-party developers

    DeNA expanded the platform by admitting external development partners and additional game titles.

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11. 2010ngmoco acquisition

    DeNA acquired U.S. mobile-game developer ngmoco as part of its international expansion.

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12. 2006Mobage Town launches

    DeNA launched Mobage Town, a mobile social-gaming and community platform that became its signature service.

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13. 2005DeNA lists on the Tokyo Stock Exchange

    The company became publicly listed in Japan.

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14. 2004Mobaoku mobile auction service launches

    DeNA partnered with Index Corporation to launch a mobile auction service.

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15. 1999DeNA is founded and launches Bidders

    Tomoko Namba founded DeNA in Tokyo, and the company launched Bidders, an online auction service, during its first year.

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A Japanese digital-entertainment and internet-services group combining mobile games, licensed intellectual property, platform technology, content services, mobility, and sports operations.

• MobageMobile social-gaming platform2006

  Mobage is DeNA’s signature mobile gaming and social platform. Originally launched as Mobage Town, it combined games, social networking, user accounts, virtual goods, and community features. DeNA later opened the service to third-party developers and attempted to distribute it internationally through acquisitions, local subsidiaries, and partnerships with device manufacturers and technology companies. The platform helped establish DeNA as a major force in Japan’s mobile social-gaming market.

• SHOWROOMLive-streaming service2013

  SHOWROOM is a live-streaming platform associated with DeNA and focused particularly on Japanese idols, entertainers, performers, and voice actors. It supports direct interaction between creators and audiences and extends DeNA’s business beyond games into creator-led digital entertainment.

• Manga BoxDigital manga2013

  Manga Box is DeNA’s digital manga application and publishing service. It was created to distribute serialized manga through mobile and web channels, reflecting the company’s effort to apply its platform and audience-development capabilities to digital publishing.

• Pokémon Masters EXMobile role-playing game2019

  Pokémon Masters, later known as Pokémon Masters EX, is a mobile game developed by DeNA in cooperation with The Pokémon Company. It brings Pokémon trainers and their partner Pokémon together in battles and story content designed specifically for mobile play. The title is one of DeNA’s most prominent licensed-game projects.

• Mario Kart TourMobile racing game2019

  Mario Kart Tour is a mobile entry in Nintendo’s Mario Kart franchise. DeNA contributed service infrastructure, Nintendo account integration, and development cooperation with Nintendo teams. The game adapts recognizable racing mechanics and characters for mobile devices and live-service operation.

• Fire Emblem HeroesMobile strategy role-playing game2017

  Fire Emblem Heroes is a mobile strategy role-playing game based on Nintendo’s Fire Emblem franchise. DeNA provided service infrastructure, account integration, and development cooperation with Intelligent Systems, supporting a continuing content model built around characters from the broader series.

• Animal Crossing: Pocket CampMobile simulation game2017

  Animal Crossing: Pocket Camp is a mobile adaptation of Nintendo’s life-simulation franchise. DeNA contributed infrastructure, Nintendo account integration, and development cooperation with Nintendo EPD and NDcube. The title translated the series’ collection, customization, and social play into a mobile service format.

• Pokémon TCG PocketMobile trading-card game2024

  Pokémon TCG Pocket is a mobile adaptation of the Pokémon Trading Card Game experience. DeNA’s studio, rebranded as Pokémon Card D Studio, was involved in its development. The product combines digital card collection, presentation, and mobile play for the global Pokémon audience.

• GOMobility platform2020

  GO is a Japanese mobility and ride-hailing platform operated by Mobility Technologies, the company formed when DeNA’s automotive business combined with JapanTaxi. It incorporates the earlier MOV service and represents DeNA’s expansion into transportation technology and digital dispatch.

• Yokohama DeNA BayStarsProfessional sports organization

  The Yokohama DeNA BayStars are a Japanese professional baseball team acquired by DeNA and subsequently renamed to reflect the company’s ownership. The team provides DeNA with a major sports and regional-entertainment presence in Yokohama.

• 2022Establish Nintendo SystemsM&A

  Nintendo and DeNA wanted a dedicated organization for account systems and digital infrastructure supporting Nintendo’s services.

  What changed. The companies established Nintendo Systems, with Nintendo owning 80% and DeNA owning 20%.

  Aftermath. The partnership extended DeNA’s role from mobile-game production into the infrastructure of Nintendo’s digital ecosystem.

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• 2020Combine mobility operations with JapanTaxiM&A

  DeNA sought greater scale and consolidation in Japan’s competitive ride-hailing and taxi-technology market.

  What changed. DeNA’s automotive division merged with JapanTaxi to form Mobility Technologies, with MOV subsequently integrated into GO.

  Aftermath. The transaction created a broader mobility technology company and unified the principal service under the GO brand.

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• 2017Enter ride-hailing and mobility servicesStrategy

  DeNA pursued diversification beyond online entertainment and games.

  What changed. The company created an automotive division, launched Takuberu, expanded it, and renamed it MOV.

  Aftermath. The mobility operation was later combined with JapanTaxi into Mobility Technologies and integrated into the GO platform.

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• 2015Partner with Nintendo on mobile gamesStrategy

  Nintendo was beginning to establish a direct mobile strategy while DeNA provided mobile development and service expertise.

  What changed. The companies agreed to develop mobile games using Nintendo intellectual property and to cooperate on digital membership infrastructure.

  Aftermath. The partnership produced or supported several major Nintendo mobile titles and later led to the creation of Nintendo Systems.

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• 2010Open Mobage Town to third-party developersStrategy

  DeNA sought to enlarge Mobage beyond internally produced games and increase the variety of content available on its platform.

  What changed. The company opened Mobage Town to external developers and added numerous partners and game titles.

  Aftermath. The move strengthened Mobage as a platform ecosystem, while its developer-distribution practices later attracted regulatory scrutiny.

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• 2010Acquire ngmocoM&A

  DeNA wanted development capabilities and a stronger position in Western mobile social gaming.

  What changed. DeNA acquired U.S. developer ngmoco and later consolidated its Plus+ network with Mobage.

  Aftermath. The acquisition supported DeNA’s international platform strategy, although the company later reduced or closed several overseas operations.

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• 2011Mobage exclusivity and competition-law caseControversy

  Japan’s Fair Trade Commission issued a cease-and-desist order after determining that DeNA had pressured or compelled game developers to release titles exclusively through Mobage, violating Article 19 of the Antimonopoly Act. GREE and KDDI later brought related legal actions.

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• 2024DeNA Digital Production rebrands as Pokémon Card D Studio

  A DeNA studio involved in Pokémon TCG Pocket was rebranded as Pokémon Card D Studio. The studio is owned 66.6% by DeNA and 33.4% by The Pokémon Company.

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• 2022Nintendo Systems joint venture is established

  Nintendo and DeNA formed Nintendo Systems to focus on research and development related to Nintendo accounts and digital infrastructure. Nintendo holds 80% and DeNA holds 20%.

  M&A
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• 2020DeNA mobility business combines with JapanTaxi

  DeNA’s automotive division merged with JapanTaxi to create Mobility Technologies. The MOV service was subsequently consolidated into the GO mobility platform.

  M&AProduct launch
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• 2019Pokémon Masters launches on mobile devices

  DeNA released Pokémon Masters for iOS and Android in cooperation with The Pokémon Company. The game was later known as Pokémon Masters EX.

  Product launchProduct generation
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• 2019Media Do acquires MyAnimeList from DeNA

  Media Do Holdings acquired MyAnimeList from DeNA, ending DeNA’s ownership of the platform.

  M&A
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• 2017DeNA launches Takuberu and later rebrands it as MOV

  DeNA established an automotive and mobility division, launched the Takuberu ride-hailing service in Kanagawa and Yokohama, and subsequently expanded and renamed it MOV.

  Product launch
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• 2016DeNA Global closes its U.S. subsidiary

  DeNA shut down its U.S. subsidiary after limited traction in the market, reflecting a retrenchment from parts of its earlier international expansion.

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• 2015DeNA and Nintendo announce mobile-game partnership

  Nintendo and DeNA agreed to collaborate on mobile games using Nintendo intellectual property and to develop a membership service associated with Nintendo’s digital ecosystem.

  Product launch
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• 2015DeNA acquires ownership of MyAnimeList

  DeNA acquired ownership of the anime and manga catalog and community platform MyAnimeList as part of its digital-content expansion.

  M&A
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• 2011DeNA expands Mobage distribution in China

  DeNA introduced Mobage in China on Android and iOS and pursued distribution and device relationships with major Chinese technology companies.

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1. DeNA
2. Nintendo and DeNA establish Nintendo Systems
3. DeNA corporate website