DeNA

DeNA Co., Ltd.

Logo used since 2013

DeNA's headquarters at Shibuya Scramble Square in Shibuya, Tokyo

Native name

| 株式会社ディー・エヌ・エー
Type| Public (K.K)

Traded as

| TYO: 2432
Industry|

* Social gaming
* mobile portal
* e-commerce
* internet advertising

Founded| 4 March 1999; 27 years ago (1999-03-04)
Setagaya, Tokyo, Japan
Founder| Tomoko Namba
Headquarters|

Shibuya, Tokyo

Japan

Key people

| Tomoko Namba (founder and executive chairman)
Shingo Okamura (president and CEO)
Shuhei Kawasaki (CTO)
Revenue| US$1.8 billion (FY 2012)[1]
Owner| Tomoko Namba (16.70%)
The Master Trust Bank of Japan, Ltd. (14.61%)
Nintendo (12.72%)
Custody Bank of Japan, Ltd. (5.20%)[2]

Number of employees

| 2,572 (2025)[3]
Subsidiaries| Yokohama DeNA BayStars
Pokémon Card D Studio (66.6%)
Website| Official website

DeNA Co., Ltd. (Japanese: 株式会社ディー・エヌ・エー, Hepburn: Kabushikigaisha Dī-Enu-Ē; pronounced "DNA") is a Japanese provider of mobile portal and e-commerce websites headquartered in Shibuya, Tokyo. It owns the Mobage cell phone platform and also operates other services, including the e-commerce website DeNA Shopping (formerly: Bidders).

## Contents

* 1 History
* 2 Subsidiaries and products
* 2.1 Sports
* 2.2 Entertainment
* 3 Mobile games and products
* 3.1 2006–2011
* 3.2 2012
* 3.3 2013
* 3.4 2014
* 3.5 2015
* 3.6 2016
* 3.7 2017
* 3.8 2018
* 3.9 2019
* 3.10 2021
* 3.11 2024
* 4 References
* 5 External links

## History

DeNA was founded in 1999 in Tokyo, Japan. The same year, it launched the online auction site Bidders.[4] In 2004, it partnered with Index Corporation to launch the mobile auction site Mobaoku. A year later, the company listed on the Tokyo Stock Exchange.

In 2006, DeNA established the subsidiary Mobakore and launched the mobile gaming site Mobage Town as well as the mobile shopping site AU Shopping Mall. In 2009, DeNA saw $517 million in revenue, an increase of 28%. Among its biggest hits were Pirate Treasure, Hoshi-tsuku, and Kaito Royal. DeNA opened Mobage Town to third-party developers at the beginning of 2010, adding 59 partners and 148 game titles.[5] It also partnered with Yahoo! Japan to launch a branded PC-based social game platform.[6] By October 2010, Mobage had 20.5 million users and boasted 48 billion yen in sales of digital goods.[7]

Despite the company's success in Japan, it had yet to make an impact on the global market. DeNA attempted to enter the Western market by acquiring a 20% share of the social gaming platform OpenFeint in 2009.[8][9] In May 2010, it introduced MiniNation, a social games app consisting of four mini-games for iPhones and iPods, powered by OpenFeint.[10] In October, it acquired the American game developer ngmoco for $400 million.[7] Six months later, DeNA announced its intention to launch Mobage in the United States.[11][12] A year later, it consolidated the latter's Plus+ with Mobage Town, which became known as Mobage.[13][14][15] It also signed a deal with Samsung to be the default social network app on its mobile devices beginning in 2011.[16]

In 2011, the Japan Fair Trade Commission issued a cease and desist order against DeNA, finding that it had violated Article 19 of the Antimonopoly Act by pressuring or forcing game developers to release titles only for the Mobage platform. GREE and KDDI subsequently filed suits against the company. In May, CEO and founder Tomoko Namba announced that she would step down in order to take care of her sick husband.[17] In July, the company announced it would be working with industry legends Keiji Inafune, Suda 51, Yuji Naka, Noritaka Funamizu, and Yoshifumi Hashimoto to develop games for its Mobage platform.[18]

During the 2010s, DeNA expanded as a global company. It brought Mobage to China in 2011, releasing it on Android in July[19] and iOS in November. The platform had 20 games to start.[20] The company entered into deals with Alibaba, Baidu, and Huawei to get Mobage on their mobile devices.[19][21][22]

In July 2011, it set up a studio in Stockholm, Sweden.[23] By August, the company set up DeNA Asia Pacific Holdings to manage its studios in South Korea and China.[24] DeNA employed 400 developers by this time.[25] It also made significant efforts to expand into Vietnam, acquiring Punch Entertainment's affiliate in the country in September[26] and partnering with VNG Corporation to produce three social games for Mobage.[27]

In February 2012, the company announced the formation of DeNA Canada in Vancouver to provide support to its Gameview subsidiary and other endeavors.[28] DeNA moved its company headquarters to the Shibuya Hikarie skyscraper in Tokyo's Shibuya district in April.[29] In June, it announced a partnership with Disney to develop and promote social network games, including the tower defense player Star Wars: Galactic Defense. It also created a partnership with the Chinese social network Renren to bring Mobage games to Chinese smartphones.[30] In October, the company partnered with Yahoo! Kimo to bring Mobage to Taiwan, Hong Kong, and Macau.[31] DeNA also acquired 20% of Cygames for 7.4 billion yen from CyberAgent.[32][33] In November, the company announced it would be partnering with ten independent social and mobile game developers from China, New Zealand, Finland, France, Brazil, Canada, and the US to bring their games to Mobage on mobile devices.[14]

DeNA joined the Entertainment Software Association trade group in January 2013.[34] It also announced a partnership with Nexon to develop new games for Mobage.[35] In March, Nomura Securities acquired 17.7 million shares of DeNA from Sony.[36] The company shut down five of its Mobage titles in May: Ninja Royal, Infinity Blade Cross, We Rule, Aqua Collection, and Bokujou Hokkorina.[37] In 2013, DeNA launched the Showroom app and browser, a live-streaming service primarily for Japanese idols and voice actors. In December, it created the Manga Box app.

In March 2015, Nintendo entered into a partnership with DeNA to develop mobile games based on its intellectual property.[38][39] In July, DeNA announced it had acquired ownership of MyAnimeList.[40] In December 2015, the company laid off a number of the 50-person staff at its Singapore office. Many others were transferred to its Vietnam office.[41]

In 2016, the company closed its U.S. subsidiary, DeNA Global, Inc., due to lagging market interest.[42]

In 2017, DeNA established an automotive division and created the ride-hailing app Takuberu, which operated in Kanagawa Prefecture and the city of Yokohama.[43] A year later, it expanded the service nationwide and renamed the app MOV.[44]

In 2019, Media Do Holdings Co., Ltd. acquired MyAnimeList from DeNA.[45] On 31 August 2019, the company released Pokémon Masters on iOS and Android. It amassed $26 million in revenue in its first week[46] and $33 million for the entire month.[47]

In 2020, DeNA's automotive division merged with JapanTaxi Co., Ltd. and was renamed Mobility Technologies, Inc. The company had been working on its own ride-hailing app, and this was combined with "MOV" and subsequently named "GO".[48]

In 2022, Nintendo and DeNA established a joint venture called Nintendo Systems to focus on the research and development of Nintendo accounts, with Nintendo owning 80% of the shares and DeNA owning 20%.[49][50]

In 2024, one of DeNA's studios, DeNA Digital Production, which had been working on Pokemon TCG Pocket, was rebranded as Pokemon Card D Studio. It is 66.6% owned by DeNA and 33.4% by the Pokémon Company.[51]

## Subsidiaries and products

In 2011, DeNA reached an agreement with TBS Holdings to purchase the professional baseball team Yokohama BayStars, which was eventually renamed Yokohama DeNA BayStars.[52][53][54]

### Sports

* SC Sagamihara (football team, acquired in 2008)
* Yokohama DeNA BayStars (baseball team, acquired in 2012)
* Kawasaki Brave Thunders (basketball team, acquired in 2018)

### Entertainment

* SHOWROOM – live-streaming service primarily for Japanese idols and voice actors.

## Mobile games and products

### 2006–2011

* Mobage – Mobile game platform
* Kaitō Royale

### 2012

* Blood Brothers
* Rage of Bahamut
* Marvel: War of Heroes
* HellFire: The Summoning
* Defender of Texel

### 2013

* Boney the Runner
* Transformers: Legends
* The Powerful: NYC
* NFL: Matchups
* G.I. Joe Battleground
* Monster Match
* Blood Battalion
* The Drowning
* Princess Slash And Dash
* Lawless
* The Gate (with Spicy Horse)
* Battle Quest: Rise of Heroes
* Final Fantasy Record Keeper

### 2014

* Engines of War
* Isolani
* Godus
* Super Battle Tactics
* Star Wars: Galactic Defense
* Cheese Guardians
* Hell Marys
* Cupcake Carnival
* Qube Kingdom
* Pirate Bash
* The Collectables (with Crytek)
* Shadow Wars
* Money Run
* Totem Warriors
* Transformers: Age of Extinction

### 2015

* One Piece Setting Sail![55]
* Blood Brothers 2
* Crash UFO
* Transformers: Battle Tactics
* Military Masters
* Rob and Roll
* Marvel Mighty Heroes
* Legend Borne
* Go Go Ghost
* HellFire: The Summoning

### 2016

* Miitomo (service infrastructure, My Nintendo integration, and development cooperation with Nintendo EPD)
* Super Mario Run (service infrastructure, My Nintendo integration, and development cooperation with Nintendo EPD)

### 2017

* Fire Emblem Heroes (service infrastructure, My Nintendo integration, and development cooperation with Intelligent Systems)
* Uta Macross Sma-Pho De-Culture
* Software:Animal Crossing: Pocket Camp (service infrastructure, My Nintendo integration, and development cooperation with Nintendo EPD and NDcube)
* Megido 72
* PROGRAMMING ZEMI

### 2018

* Arena of Valor (service infrastructure, publishing cooperation with Tencent Games and TiMi Studios)
* SLAM DUNK from TV Animation

### 2019

* Pokémon Masters (development cooperation with the Pokémon Company)
* Mario Kart Tour (service infrastructure, My Nintendo integration, and development cooperation with Nintendo EPD)
* Attack on Titan: TACTICS
* Duel Masters PLAY'S

### 2021

* Argonavis from BanG Dream! AAside
* Touhou Danmaku Kagura
* Dragon Quest – The Adventure of Dai: A Hero's Bonds

### 2024

* Pokémon TCG Pocket

## References

1. ↑ "DeNA Reports Highest Quarterly Sales to Date at $529 Million and Annual Sales Topping $1.82 Billion". 9 May 2012. http://dena.jp/intl/press/press-releases/dena-reports-highest-quarterly-sales-to-date-at-529-million-and-annual-sales-topping-1-82-billion/.
2. ↑ "Nintendo and DeNA to establish joint venture company". 8 November 2022. https://www.gematsu.com/2022/11/nintendo-and-dena-to-establish-joint-venture-company.
3. ↑ "Overview". https://dena.com/intl/company/overview.html.
4. ↑ "DeNA's History of Taking on Challenges". https://dena.com/intl/guide/history/.
5. ↑ Jordan, Jon (30 April 2010). "Japanese social gaming company DeNA sees sales up 28% to $517 million". https://www.pocketgamer.biz/japanese-social-gaming-company-dena-sees-sales-up-28-to-517-million/.
6. ↑ "Yahoo! JAPAN/DeNA deal". 28 April 2010. https://www.gamesindustry.biz/yahoo-japan-dena-deal-hooking-up-to-launch-new-yahoo-mobage-social-games-platform-in-japan-this-summer.
7. ↑ 7.0 7.1 Tabuchi, Hiroko (12 October 2010). "Japanese Game Maker on a Buying Spree". The New York Times. ISSN 0362-4331. https://www.nytimes.com/2010/10/13/technology/13social.html.
8. ↑ Spencer, Spanner (30 October 2009). "Japanese mobile firm DeNA selects OpenFeint for multi-million dollar investment". https://www.pocketgamer.biz/japanese-mobile-firm-dena-selects-openfeint-for-multi-million-dollar-investment/.
9. ↑ Jordan, Jon (10 November 2009). "DeNA investment will fuel OpenFeint expansion into global smartphone market". https://www.pocketgamer.biz/dena-investment-will-fuel-openfeint-expansion-into-global-smartphone-market/.
10. ↑ Andrew, Keith (11 May 2010). "DeNA launches iPhone social network MiniNation". https://www.pocketgamer.biz/dena-launches-iphone-social-network-minination/.
11. ↑ Milian, Mark. "Ngmoco to launch social network for smartphone games". https://www.cnn.com/2010/TECH/gaming.gadgets/11/23/ngmoco.social.network/.
12. ↑ Brown, Richard (24 November 2010). "Ngmoco preparing to release Mobage social gaming network in the west for iOS and Android". https://www.pocketgamer.biz/ngmoco-preparing-to-release-mobage-social-gaming-network-in-the-west-for-ios-and-android/.
13. ↑ "モバゲータウンが「Mobage」に サービス名・ロゴ一新して世界展開加速" (in ja). https://www.itmedia.co.jp/news/articles/1102/14/news066.html.
14. ↑ 14.0 14.1 Peterson, Steve (1 November 2012). "DeNA: "Coming out of hibernation"". https://www.gamesindustry.biz/dena-coming-out-of-hibernation.
15. ↑ Jordan, Jon (15 December 2010). "Ngmoco launches JavaScript-based ngCore Game Tech framework for iOS and Android". https://www.pocketgamer.biz/ngmoco-launches-javascript-based-ngcore-game-tech-framework-for-ios-and-android/.
16. ↑ Jordan, Jon (15 December 2010). "Samsung signs up to embed DeNA's Mobage social platform in millions of Android phones". https://www.pocketgamer.biz/samsung-signs-up-to-embed-denas-mobage-social-platform-in-millions-of-android-phones/.
17. ↑ Sanchanta, Mariko; Osawa, Juro (6 July 2011). "DeNA Founder Tomoko Namba Explains Resignation From Games Site". Wall Street Journal. ISSN 0099-9660. https://www.wsj.com/articles/SB10001424052702304793504576429411182339874.
18. ↑ Handrahan, Matthew (25 July 2011). "DeNA signs Inafune, Naka, Suda 51 for Mobage platform". https://www.gamesindustry.biz/dena-signs-inafune-naka-suda-51-for-mobage-platform.
19. ↑ 19.0 19.1 Sakuraoka-Gilman, Matt (1 February 2012). "DeNA partners with Baidu to bring Mobage to Android in China". https://www.pocketgamer.biz/dena-partners-with-baidu-to-bring-mobage-to-android-in-china/.
20. ↑ Andrew, Keith (4 November 2011). "DeNA rolls out Mobage on iOS in China, with 20 games at launch". https://www.pocketgamer.biz/dena-rolls-out-mobage-on-ios-in-china-with-20-games-at-launch/.
21. ↑ Andrew, Keith (15 December 2011). "DeNA partners with Alibaba to take Mobage to cloud-based OS Aliyun in China". https://www.pocketgamer.biz/dena-partners-with-alibaba-to-take-mobage-to-cloud-based-os-aliyun-in-china/.
22. ↑ Jordan, Jon (23 February 2012). "DeNA builds out Chinese Android distribution for Mobage with Huawei deal". https://www.pocketgamer.biz/dena-builds-out-chinese-android-distribution-for-mobage-with-huawei-deal/.
23. ↑ Andrew, Keith (21 June 2011). "Former EA Easy head Ben Cousins joins ngmoco for Mobage push". https://www.pocketgamer.biz/former-ea-easy-head-ben-cousins-joins-ngmoco-for-mobage-push/.
24. ↑ Jordan, Jon (19 August 2011). "DeNA adds to Chinese and Korean operations, setting up DeNA Asia in Singapore". https://www.pocketgamer.biz/dena-adds-to-chinese-and-korean-operations-setting-up-dena-asia-in-singapore/.
25. ↑ Jordan, Jon (1 August 2011). "Despite investing more than $120m in expansion, DeNA sees FY11 Q1 net income up 45% to $123m". https://www.pocketgamer.biz/despite-investing-more-than-120m-in-expansion-dena-sees-fy11-q1-net-income-up-45-to-123m/.
26. ↑ Weber, Rachel (12 September 2011). "DeNA in talks to acquire Punch Entertainment Vietnam". https://www.gamesindustry.biz/dena-in-talks-to-acquire-punch-entertainment-vietnam.
27. ↑ Handrahan, Matthew (23 November 2011). "DeNA partners with Vietnamese dev VNG Corp". https://www.gamesindustry.biz/dena-partners-with-vietnamese-dev-vng-corp.
28. ↑ Weber, Rachel (3 February 2012). "DeNA Studios Canada opens in Vancouver". https://www.gamesindustry.biz/dena-studios-canada-opens-in-vancouver.
29. ↑ Jordan, Jon (17 April 2012). "No tiny tower for DeNA as it moves its Tokyo HQ into a 34-storey skyscraper". https://www.pocketgamer.biz/no-tiny-tower-for-dena-as-it-moves-its-tokyo-hq-into-a-34-storey-skyscraper/.
30. ↑ "DeNA and Renren Form Alliance to Bring Mobage to Smartphone Users in China". 株式会社ディ・エヌ・エー. 5 June 2012. http://dena.jp/intl/press/press-releases/dena-and-renren-form-alliance-to-bring-mobage-to-smartphone-users-in-china/.
31. ↑ "DeNA and Yahoo!Kimo Partner to Bring Mobile Social Games to Taiwan". 24 October 2012. https://dena.com/intl/news/1316/.
32. ↑ "DeNA to Form Capital and Business Alliance with Rage of Bahamut Developer Cygames". 7 September 2012. http://dena.com/intl/press/2012/11/dena-to-form-capital-and-business-alliance-with-rage-of-bahamut-developer-cygames.html.
33. ↑ Martin, Matt (7 November 2012). "DeNA buys 20% stake in Rage of Bahamut developer". https://www.gamesindustry.biz/dena-buys-20-percent-stake-in-rage-of-bahamut-developer.
34. ↑ Sinclair, Brendan (23 January 2013). "DeNA joins ESA". https://www.gamesindustry.biz/dena-joins-esa.
35. ↑ Nouch, James (18 January 2013). "Nexon partners with DeNA to launch games through Mobage". https://www.pocketgamer.biz/nexon-partners-with-dena-to-launch-games-through-mobage/.
36. ↑ Handrahan, Matthew (4 March 2013). "Sony to sell DeNA shares for $440m". https://www.gamesindustry.biz/sony-to-sell-dena-shares-for-usd440m.
37. ↑ Bisset, Lisa (1 May 2013). "Infinity Blade Cross culled as DeNA quietly shelves 5 first-party games in Japan". https://www.pocketgamer.biz/infinity-blade-cross-culled-as-dena-quietly-shelves-5-first-party-games-in-japan/.
38. ↑ Byford, Sam (17 March 2015). "Nintendo is making smartphone games with Japanese mobile giant DeNA". https://www.theverge.com/2015/3/17/8230477/nintendo-dena-mobile-games-announcement.
39. ↑ Byford, Sam (17 March 2015). "Nintendo is making smartphone games with Japanese mobile giant DeNA". Vox Media. https://www.theverge.com/2015/3/17/8230477/nintendo-dena-mobile-games-announcement.
40. ↑ Hale, Daryl Lee (18 July 2015). "DeNA Confirms MyAnimeList Buyout". http://www.animenewsnetwork.com/daily-briefs/2015-07-18/dena-confirms-myanimelist-buyout/.90591.
41. ↑ Handrahan, Matthew (2 December 2015). "DeNA cuts staff in Singapore". https://www.gamesindustry.biz/dena-cuts-staff-in-singapore.
42. ↑ Grubb, Jeff (18 October 2016). "DeNA shutters U.S. offices as the early leader in mobile gaming retreats to Japan". VentureBeat. http://venturebeat.com/2016/10/18/dena-shutters-u-s-offices-as-an-early-leader-in-mobile-gaming-retreats-to-japan/.
43. ↑ "DeNAのAIを活用したタクシー配車アプリ「タクベル」 神奈川県タクシー協会と共同で9月12日から横浜市の限定エリアで実用実験開始" (in ja). 4 September 2017. https://dena.com/jp/news/3459/.
44. ↑ "次世代タクシー配車アプリ「タクベル」を新名称「MOV」に変更 全国展開を機にリブランディング" (in ja). 15 November 2018. https://dena.com/jp/news/004395/.
45. ↑ "Acquisition Announcement of MyAnimeList by US Subsidiary" (PDF) (Press release). Media Do Holdings Co., Ltd. 15 January 2019. Retrieved 25 March 2019.
46. ↑ Handrahan, Matthew (9 September 2019). "Pokémon Masters made $26m in its first week". https://www.gamesindustry.biz/pok-mon-masters-made-usd26m-in-its-first-week.
47. ↑ Taylor, Ivy (1 October 2019). "Pokémon Masters generates $33m revenue in first month". https://www.gamesindustry.biz/pok-mon-masters-grosses-usd33-3m-in-first-month.
48. ↑ "新アプリ「GO」をリリースしました" (in ja). 1 September 2020. https://go.goinc.jp/news/1.
49. ↑ Romano, Sal (8 November 2022). "Nintendo and DeNA to establish joint venture company". https://www.gematsu.com/2022/11/nintendo-and-dena-to-establish-joint-venture-company.
50. ↑ Kerr, Chris (8 November 2022). "Nintendo forms joint venture company with Dena in pursuit of "digitalization"". https://www.gamedeveloper.com/business/nintendo-forms-joint-venture-company-with-dena-in-pursuit-of-digitalization-.
51. ↑ "DeNAデジタルプロダクションの社名が"ポケモンカード・ディー・スタジオ"に変更.「ポケモントレーディングカードポケット」の開発に特化し、グローバルでの安定したサービス提供の実現を目指す | ファミ通App【スマホゲーム情報サイト】" (in ja). https://app.famitsu.com/20240501_2230371/.
52. ↑ "DeNAが横浜球団買収へ TBSと大筋で合意" (in ja). 共同通信. 19 October 2011. http://www.47news.jp/CN/201110/CN2011101901000009.html.
53. ↑ "報道資料「東証への情報開示のお知らせ」" (in ja). TBSホールディングス 総務局広報部. 4 November 2011. http://www.tbsholdings.co.jp/pdf/news/201111041500.pdf.
54. ↑ "プロ野球への参入について" (in ja). 株式会社ディ・エヌ・エー. 4 November 2011. http://dena.jp/press/2011/11/post-103.php.
55. ↑ "《航海王启航》2.0官网 官方正版授权ONE PIECE手游". http://op.mobage.cn/.

## External links

* Official website

* v
* t
* e

Nintendo development teams

Nintendo

Divisions|

* Entertainment Planning & Development
* Platform Technology Development

| Former|

* Research & Development 1
* Research & Development 2
* Integrated Research & Development (IRD)
* Research & Engineering (RED)
* Entertainment Analysis & Development (EAD)
* Software Planning & Development (SPD)
* System Development (NSD)

|

Subsidiaries|

* 1-Up Studio
* iQue
* Monolith Soft
* NDcube
* Nintendo European Research & Development (NERD)
* Nintendo Software Technology (NST)
* Nintendo Technology Development (NTD)
* Retro Studios

| Former|

* Nintendo Network Service Database
* Project Sora

|

Major affiliates|

* Bandai Namco
* Entertainment
* Cygames
* DeNA
* The Pokémon Company

| Former|

* Genius Sonority
* Left Field Productions
* Marigul Management
* Ambrella
* Noise
* Param
* Rare
* Silicon Knights

|

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