MIXI

Basic Information

Stock Code
2121
Industry
Services
Category Detail
Internet Site Operations
Prefecture
Tokyo
Establishment Year
June 1999
Listing Year
September 2006
Official Website
https://mixi.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
PostPrime, GREE HD, GungHo, Oukei Wave, Hatena, Wantedly, THECOO, Nippon ISK

Overview

MIXI is an internet services company founded in 1999 with headquarters in Tokyo, boasting strong competitiveness domestically and internationally centered on social games and SNS.

Current Situation

MIXI recorded consolidated net sales of approximately 154.8 billion yen and operating profit of 26.6 billion yen in the fiscal year ending March 2025. Its core digital entertainment business accounts for over 80% of sales. In addition to operating the SNS 'mixi,' it develops popular social games such as 'Monster Strike' and has established a solid foundation in the domestic market. In sports-related businesses, it operates the keirin internet betting system 'TIPSTAR' and participates in the management of FC Tokyo, advancing diversification. It also engages in media business and the payment service '6gram,' demonstrating technological innovation and marketing strength. In recent years, it has strengthened its operations through investments aimed at overseas expansion and brand integration, promoting growth strategies toward 2030. It is focusing on active talent development and governance enhancement to achieve sustainable improvement in corporate value.

Trivia

Interesting Facts

  • One of Japan's oldest SNS companies since its founding in 1999.
  • Monster Strike gained 5 million users within half a year of launch.
  • Involved in management of FC Tokyo and multiple professional sports teams.
  • Entered public competition market leveraging strengths in keirin internet betting services.
  • Integrated XFLAG brand into MIXI brand in 2022.
  • Company name was long 'mixi' but changed to MIXI in 2022.
  • Deploys diverse digital services through subsidiaries and group companies.
  • Headquarters located in Shibuya Scramble Square, Shibuya, Tokyo.
  • Over 1,500 employees, large-scale for an IT company.
  • Founder Kenji Kasahara holds 44.76% of major shares.
  • Launched smartphone photo photobook service 'nohana' in 2013.
  • Manga subscription service MiCCOMi ended in 2022.
  • Also operates prepaid card business compatible with VISA/JCB.
  • Launched sports-specialized gifting service in 2020.
  • Job information service 'FIND JOB!' ended in 2023.

Hidden Connections

  • Gaining attention as a sports operations group with FC Tokyo and Chiba Jets under its umbrella.
  • Keirin-related internet betting contributes to DX in domestic public competitions.
  • XFLAG brand integration aims to boost brand power in entertainment field.
  • Founder Kenji Kasahara started a job site while at University of Tokyo.
  • Strong competitive and interest ties with GungHo and Gree in digital gaming.
  • Diversifying into sports business to break away from traditional IT company image.
  • Forms user ecosystem through multiple media deployments and IT service integrations.
  • Leveraging Shibuya, Tokyo location to aggregate diverse creative talent.

Future Outlook

Growth Drivers

  • Expansion of smartphone game demand in digital entertainment market
  • Strengthening sports digital business and event collaborations
  • SNS user base revitalization through new service launches
  • Increased recognition and market share via integrated brand strengthening
  • Securing new revenue through accelerated overseas expansion
  • Improved user experience leveraging AI and data analytics technologies
  • Expansion and diversification of fintech services
  • Portfolio expansion through M&A
  • Strengthening corporate governance and CSR activities
  • New market development centered on sports business

Strategic Goals

  • Double revenue from games and SNS businesses domestically and internationally
  • Expand sports-related revenue structure to over 30% of total
  • Achieve company-wide DX promotion and enhanced customer experience
  • Continue and expand sustainable social contribution activities
  • Build advanced digital advertising revenue model
  • Diversify business through launch of diverse new services
  • Improve brand recognition in overseas markets
  • Enhance talent competitiveness through diversity and inclusivity
  • Optimize IT operations to reduce environmental impact
  • Achieve annual performance growth targets to maximize shareholder value

Business Segments

Game Development and Distribution Support

Overview
Offers one-stop services from development to marketing and distribution support for game businesses.
Competitiveness
Comprehensive support based on know-how from operating in-house hit titles
Customers
  • Game Publishers
  • Advertising Agencies
  • Carrier Providers
  • Platform Operators
Products
  • Mobile Game Planning and Development
  • Promotion Support
  • Data Analysis Services
  • Game Distribution Platform

Sports-Related Operations and IT Services

Overview
Supports internet betting for public competitions and sports team operations.
Competitiveness
Opening new frontiers through fusion of IT technology and sports management
Customers
  • Keirin and Auto Race Organizers
  • Sports Teams
  • Sports Media
  • Advertising and Promotion Companies
Products
  • Internet Betting System TIPSTAR
  • Event Operations Support
  • Branding and Marketing
  • Competition Data Distribution

Media Content Distribution and Advertising

Overview
Monetizes advertising and distributes content using diverse digital media.
Competitiveness
Abundant user data and strong content operations capabilities
Customers
  • Advertisers
  • Publishers
  • Online Ad Platforms
  • Smart Device Users
Products
  • Horse Racing Info Site Operations
  • Manga Subscriptions
  • Targeted Advertising
  • Content Marketing

Social Networking Services

Overview
Provides SNS services with long operating history and related monetization.
Competitiveness
Stable user base and community expertise
Customers
  • Individual Users
  • Advertisers
  • Brand Companies
Products
  • SNS Platform
  • Paid Membership Services
  • Community Operations Support

Fintech and Payment Services

Overview
Enhances consumer convenience and expands revenue through emerging fintech services.
Competitiveness
Unique service deployment linked to sports business
Customers
  • Individual Users
  • Sports Teams and Athletes
  • Merchant Stores
  • Financial Institutions
Products
  • Prepaid Card 6gram
  • Sports Gifting Unlim
  • Payment Platform
  • Customer Management System

Job and Talent-Related Services

Overview
Provides job information and services tailored to IT industry talent demand.
Competitiveness
High-specialty job platform originating from founder
Customers
  • IT Companies
  • Staffing Agencies
  • Job Seekers
  • Educational Institutions
Products
  • Job Info Site FIND JOB!
  • Recruitment Support Services
  • Talent Development Programs

Competitive Advantage

Strengths

  • Monster Strike's powerful brand and stable revenue
  • Diversified digital entertainment business
  • Abundant user data and SNS operations expertise
  • Entry into new markets via sports business
  • Superior technological development and marketing capabilities
  • High-level governance and financial strength
  • Urban corporate power with headquarters in Shibuya, Tokyo
  • Solid management base with consolidated sales over 150 billion yen
  • Strong subsidiary and group company structure
  • Customer-focused community operations
  • Diverse business portfolio
  • New business model fusing sports and IT
  • Long-term brand integration strategy
  • Stable fundraising capabilities
  • Rich digital advertising assets

Competitive Advantages

  • Monster Strike holds a strong fan base domestically and internationally as one of Japan's top smartphone games
  • Veteran SNS mixi achieves high retention through user community building
  • Operates unique internet betting platform in sports business, expanding keirin market
  • Actively expanding into diverse fields through M&A and subsidiaries
  • Diversifies revenue with proprietary digital ads and monetization models
  • Swift UX improvements and new service launches tailored to customer needs
  • Maintains and expands market competitiveness in digital content development and distribution
  • High long-term management stability backed by robust capital base
  • Expands brand value and media exposure through sports team management
  • Strong creative power from game production studios backed by high technological prowess
  • Nationwide strategic partnerships across multiple industries
  • Maximizes group synergies to accelerate growth
  • Transparency and trust from Prime Market listing contribute to higher investor evaluation
  • Comprehensive infrastructure for web and mobile
  • User experience optimization through data analytics

Threats

  • Intense competition in smartphone game market and rising customer acquisition costs
  • Revenue fluctuations from changes in SNS user numbers
  • Impact on public competition business from legal and regulatory changes
  • Decline in market share due to competitors' technological innovations or new entrants
  • Impact on earnings from exchange rate fluctuations or economic conditions
  • Risk of declining popularity for key mainstay games with high dependency
  • Brand damage from social criticism or scandals
  • Rising operational costs from strengthened personal data protection
  • Risks of cyber attacks or unauthorized access
  • Competitive disadvantage from delayed response to emerging technologies
  • Growth limits from market maturation
  • Intensifying talent acquisition competition and cost burdens

Innovations

2024: Invitation-Only Launch of New SNS 'mixi2'

Overview
Launched new SNS service focused on short posts and real-time communication.
Impact
Revitalization of SNS business and new user acquisition

2023: Brand Integration from XFLAG to MIXI

Overview
Integrated game and video brand XFLAG into MIXI brand to enhance brand value.
Impact
Strengthened brand power and market recognition

2021: Sports Team Management and Arena Naming Rights Acquisition

Overview
Acquired management rights in FC Tokyo and naming rights for Chiba JPF Dome to expand sports business.
Impact
Expansion of sports-related revenue and brand strengthening

2020: Launch of New Sports Gifting Service 'Unlim'

Overview
Introduced sports gifting platform aimed at supporting athletes.
Impact
Creation of new revenue streams and differentiation in sports domain

2021: TIPSTAR App Expansion of Internet Betting Services

Overview
Enhanced keirin and auto race internet betting services to improve user convenience.
Impact
Market share expansion in public competitions and improved customer satisfaction

Sustainability

  • Enhanced corporate governance for greater transparency
  • Expansion of social contributions through promotion of sports culture
  • Active support for local sports events
  • Sustainable service development leveraging IT technologies
  • Strengthened digital security for customer data protection