Axelmark

Basic Information

Stock Code
3624
Industry
Information and Communications
Category Detail
Content Production & Distribution
Prefecture
Tokyo
Establishment Year
March 1994
Listing Year
March 2008
Official Website
https://www.axelmark.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
DeNA, GREE Holdings, Nexon, COLOPL, GungHo Online Entertainment, gumi, Colavos, Akatsuki, Bank of Innovation, Amazia, Phoenix B, Bandai Namco Holdings, Marvelous

Overview

Axelmark is an information and communications company established in 1994, providing innovative services in the trading card business, internet advertising, IoT healthcare, and blockchain fields.

Current Situation

Axelmark recorded sales of approximately ¥2.8 billion in the September 2020 period, while withdrawing from the social game business, falling into negative equity, and facing management challenges. In 2021, a new president assumed office, concentrating management resources on the advertising business and blockchain game business to pursue reconstruction. Since 2023, it has pursued business diversification through entry into the trading card business and subsidiary acquisitions, and also launched services in the IoT healthcare sector. While advancing differentiation in the fiercely competitive online game industry, it is promoting sustainable growth and financial soundness. Moving forward, it will focus on creating new businesses leveraging digital technologies and strengthening existing operations, aiming to regain its position on the Tokyo Stock Exchange Growth Market.

Trivia

Interesting Facts

  • Started business in 1994 managing trademarks for character merchandise
  • Fully withdrew from social game business in 2020 to focus on reconstruction
  • Head office located in Harmony Tower, Nakano-ku, Tokyo
  • President is Yuji Matsukawa, former Bandai Namco and Sega executive
  • Early focus on game development using blockchain
  • Full-scale entry into trading card business in 2023
  • Deploys diverse businesses with only 48 employees
  • Recorded special gains from game business transfer to AltPlus
  • Combines diverse sales channels including EC and vending machines
  • New entry into IoT healthcare field and launched services
  • Transitioned from Tokyo Stock Exchange Mothers to Growth Market in 2022
  • Involved in development and operation of numerous online games in the past
  • Varied trading cards rich in limited editions and collector's items
  • Online ad business owns dedicated DSP 'ADroute'
  • Diversified from games to advertising, IoT, and blockchain

Hidden Connections

  • Strengthened industry ties through game business transfer to AltPlus
  • Representative director from multiple major game companies with extensive network
  • Expanded trading card field through alliance with H.M.Y
  • Received support from Septeni Holdings in the past
  • Connections with medical and nursing industries through IoT and healthcare business
  • Collaborations with emerging IT firms on blockchain game technology
  • Simultaneously deploys own and partner brands' cards to expand market
  • Strong venture characteristics as Tokyo Stock Exchange Growth Market-listed company

Future Outlook

Growth Drivers

  • Expansion in IoT healthcare field
  • Continued growth in trading card market
  • Revenue expansion through deepening digital ad technology
  • Popularization and market growth of blockchain games
  • Growth of video ad platforms
  • Demand for health and beauty-related digital services
  • Advances in AI-linked ad analysis and optimization technology
  • Strengthening of EC and direct sales channels
  • Differentiation through new IP and brand development
  • Enhanced collaboration with local communities
  • Building of sustainability-focused management structure
  • Rapid application of new technologies to business

Strategic Goals

  • Triple current sales in trading card business
  • Achieve nationwide rollout of IoT healthcare services
  • Introduce cutting-edge technologies in internet advertising business and expand market share
  • Establish domestically top-class game platform using blockchain technology
  • Establish sustainable management structure and fully resolve negative equity
  • Strengthen revenue base through services to diverse customer segments
  • Active response to environment, society, and governance (ESG) issues
  • Expand partnerships inside and outside industry to enter new markets
  • Accelerate digital transformation
  • Build systems to improve employee work environment and technical capabilities

Business Segments

Internet Advertising Business

Overview
B2B advertising services supporting maximization of marketing effectiveness with diverse ad products.
Competitiveness
Advanced targeting technology and extensive delivery network
Customers
  • Advertising agencies
  • Digital marketing companies
  • E-commerce operators
  • Game development companies
  • Telecommunications carriers
  • Small and medium enterprises
  • Major retail companies
  • Startups
  • Media companies
  • Sales promotion companies
Products
  • DSP ad delivery
  • Targeting ads
  • Ad effectiveness analysis tools
  • Video ads
  • Mobile ads
  • Retargeting ads
  • Ad networks
  • Ad consulting
  • SEO measures
  • SNS ads

IoT Healthcare Business

Overview
Corporate services for remote health management and preventive medicine support using IoT.
Competitiveness
Advanced IoT technology and collaboration with medical sites
Customers
  • Medical institutions
  • Nursing homes
  • Health insurance associations
  • Fitness companies
  • Elderly support organizations
  • Local governments
  • Corporate health management departments
  • Remote medical companies
  • Pharmaceutical companies
  • Health-related ventures
Products
  • Remote monitoring services
  • Wearable devices
  • Health apps
  • Data analysis tools
  • Nursing support systems
  • Health management platforms
  • Sensor devices
  • Cloud integration services
  • Risk assessment tools
  • Telehealth solutions

Blockchain Technology Development

Overview
Provides innovative blockchain solutions to enterprises.
Competitiveness
Reliability backed by specialized development capabilities and track record
Customers
  • Game companies
  • IT ventures
  • Cryptocurrency exchanges
  • Financial institutions
  • Digital asset management companies
  • Content production companies
  • Platform operators
  • eSports organizations
  • Educational institutions
  • Development startups
Products
  • NFT content development
  • Smart contract creation
  • Decentralized app development
  • Security solutions
  • Blockchain platform construction
  • Token issuance support
  • Marketplace development
  • Blockchain consulting
  • Game chain development
  • User authentication technology

Trading Card Sales Support

Overview
Corporate services supporting efficient card sales distribution and promotion.
Competitiveness
Utilization of diverse sales channels and customer touchpoints
Customers
  • Sales agencies
  • Event organizers
  • E-commerce operators
  • Retail chains
  • Card collectors
  • Game shops
  • Advertising agencies
  • Promotion companies
  • Wholesalers
  • Online markets
Products
  • Card buyback services
  • Vending machine installation and management
  • Event sales support
  • Logistics support
  • Marketplace operations
  • Promotional campaigns
  • Product planning support
  • Brand expansion consulting
  • Quality control
  • Customer management systems

Digital Content Production Support

Overview
Comprehensive suite of services supporting digital entertainment content production.
Competitiveness
Diverse production know-how and abundant human resources
Customers
  • Game planning and production companies
  • Social game companies
  • Ad production companies
  • Video production companies
  • Entertainment companies
  • App development companies
  • Content distribution operators
  • Media companies
  • Educational institutions
  • Creator groups
Products
  • Game planning and development support
  • CG production
  • Scenario creation
  • Audio editing
  • UI design
  • Marketing support
  • Programming development
  • Distribution support
  • Localization
  • Cloud management

Competitive Advantage

Strengths

  • Strong expansion power in trading card business
  • Advanced internet advertising technology
  • Development of cutting-edge IoT healthcare services
  • Pioneering presence in blockchain games
  • Construction of diverse sales channels
  • Strong leadership for business reconstruction
  • Intellectual property management cultivated from property business
  • Network in game and advertising industries with proven track record
  • Agile business development despite small scale
  • Capability to build strategic partnerships
  • Flexible development structure leveraging digital technology
  • Ongoing investment in new businesses
  • Abundant customer data and analytical capabilities
  • Proprietary marketing platform
  • Technical development capabilities by specialized personnel

Competitive Advantages

  • Synergies between advertising and game businesses
  • Business alliances and diversification in trading cards
  • Formation of unique domains through IoT and healthcare fusion
  • Entry into new markets using blockchain technology
  • Service expansion to diverse customer segments
  • Business efficiency improvement through collaboration with AltPlus
  • Reliability as a Tokyo Stock Exchange Growth Market-listed company
  • Reform drive leveraging new president's industry experience
  • Possession of advanced targeting ad technology
  • Agile business pivoting despite small scale
  • Cross-platform game development technology
  • High-quality operations and customer support
  • Securing exclusivity through IP management
  • Strong analytical capabilities in digital marketing
  • Fast development speed for IoT-related technologies

Threats

  • Risk of declining ad revenue due to intensifying competition
  • Shrinking revenue base from social game business withdrawal
  • Need for rapid development response to technological evolution
  • Regulatory risks in blockchain market
  • Vulnerability in financial base and funding difficulties
  • Competitive pressure from new entrants
  • Business impact from sudden market need changes
  • Loss of technology and know-how from talent outflow
  • Impact of ad budget cuts from economic fluctuations
  • Economic sensitivity of trading card market
  • Increasing IT security risks
  • Business constraints from strengthened regulations

Innovations

2023: Full-Scale Entry into Trading Card Business

Overview
Began trading card buyback sales and vending machine sales through business alliance with H.M.Y Co., Ltd.
Impact
Succeeded in creating new revenue sources and expanding customer base

2025: Acquisition of crafty for Trading Card FC Site Operations

Overview
Acquired a card sales platform fusing digital and physical elements.
Impact
Strengthens competitiveness in card business

2021: Launch of IoT Healthcare-Related Services

Overview
Launched remote health management and wearable-linked services to create new markets.
Impact
Contributes to business diversification through entry into new field

2020: Transfer of Social Game Business to AltPlus

Overview
Implemented slimming of operations and focus strategy by divesting loss-making business.
Impact
Key reform for financial soundness

Sustainability

  • Efforts to reduce resources through business efficiency
  • Promotion of low-resource management centered on digital business
  • Information provision and educational support for local communities
  • Ensuring appropriate work environment and workplace improvements
  • Strengthening information security measures
  • Office operations aimed at reducing environmental impact
  • Social contribution through IoT health management promotion
  • Long-term financial soundness promotion
  • Thorough compliance framework
  • Paper resource savings through digitalization