- DeNA is founded as a private limited company
It all started at a small "apartment" office in Tokyo
- DeNA becomes a joint-stock corporation and is renamed DeNA Co. Ltd.
- Headquarters is moved to 1-17-9 Tomigaya, Shibuya-ku, Tokyo
- Headquarters is moved to 5-3 Kamiyama-cho, Shibuya-ku, Tokyo
- The Bidders auction site is launched
Current President Isao Moriyasu and his teammates launch bidders.
A superior lack of sense
"See what you believe in through to the end" - this attitude has not changed since the our founding. However, this policy hasn't always led us to success. In fact, in the beginning it was related more to failure. Those failures became formative experiences and led to our proudly proclaimed philosophy even now: a superior lack of sense, which we continue to utilize as we resolutely set our eyes on even greater challenges.
A risk worth taking
In consulting, you put in your two yen, but you never have the opportunity to get your hands dirty and actualize your recommendations - something that Tomoko Namba had always aspired to do. At long last, she had such an opportunity when she approached a former client with her proposal, but was encouraged to try it herself. Abandoning her life as a partner with consulting firm McKinsey & Co., Namba founded DeNA in 1999. Starting with an online auction business, she aimed to create a company whose name would last not years, but centuries.
Founder Tomoko Namba at her desk
The establishment of Bidders should have been easy, with no competitors in sight during the planning phase. However, two months before the site's release, Yahoo!Japan unexpectedly launched its own auction service, threatening Bidders with little to no market share. One month before the launch of Bidders another problem came to light. The outsourced development of the underlying system was incomplete. When Bidders opened for business, the makeshift system, in unprecedented fashion, couldn't even display items - only accept bids. It was then we realized we needed to develop our own production abilities if we were to succeed in the future.
Founder Tomoko Namba at her desk
- The Bidders EC Platform for mobile sites is launched
- Headquarters is moved to 2-19-7, Hatagaya, Shibuya-ku, Tokyo
- Club Bidders, VIP services for enterprise members, is launched
- Bidders is redesigned into an auction and shopping site
- The Bidders shopping services are branded as Bidders Shopping
Impending death of profitability
In those days, a "winner takes all" mentality was prominent - if you weren't number one, there was little chance you'd make it through the quarter. However, we wanted to prove that even if you're number two - or worse - you could survive. With the desire to break even with Bidders before diversifying, we pressed forward and, in 2002, against all odds, turned a profit. Then, in a decision that was to set the stage for our growth into the future, the management decided to change direction and aim to be number one in the mobile web services market.
- The Bidders auction and shopping site is certified under the Antique Business Law
- Headquarters is moved to 2-1-6 Sasazuka, Shibuya-ku, Tokyo
- Mobaoku is launched
- Pocket Bidders is launched
- Pocket Affiliate is launched
A change in strategy
Seizing the advent of the mobile web, we established the mobile auction service Mobaoku (Moh-bah-oh-koo). This time around, the decision was made to develop an entirely new system for what was to essentially be a mobile version of Bidders. Common sense would dictate that the established PC user base could be connected to the mobile service, but aiming for number one called for an entirely new approach. In three months, our super-engineers completed a new system and with peerless determination, snatched the label of ichiban (No. 1) from our competitors.
Founder Tomoko Namba rings the Tokyo Stock Exchange bell
- The au Auction mobile site is launched (currently known as au one Mobaoku)
- The first auction services on the i-mode official menu are launched by Pocket Bidders
- DeNA is made public on the Mothers section of the Tokyo Stock Exchange
- Mobage Town (currently known as Mobage) is launched
- au Shopping Mall is launched
- Mobakore Co., Ltd. is founded as a subsidiary
- PAYGENT Co., Ltd. is founded as a subsidiary
- Air Link Corp. and Takimoto Co., Ltd. become wholly-owned subsidiaries
- DeNA Beijing Co., Ltd. is founded as a subsidiary
- Payment escrow services are launched by PAYGENT Co., Ltd.
- Mobapay at Mobaoku au auction (currently known as au one Mobaoku) is launched
- NETSEA is launched
Companies can no longer grow by doing what led them to profitability in the first place. The Japanese mobile web market has reached the limits of its growth. With this knowledge and our earlier experience in China under our belts, we reached out across the Pacific to Silicon Valley. There we forged a relationship with ngmoco:), establishing it as our new base of operations for our global expansion.
- Mobadepa is launched.
- Soramaru, an online international flight reservation site, is launched by Air Link
- DeNA's first television commercial is aired in Japan
- Skygate Co. Ltd. becomes a wholly-owned subsidiary
- The Comprehensive Insurance Center is launched on Air Link, providing one-stop insurance shopping via the web
- DeNA is made public on the First Section of the Tokyo Stock Exchange
- Shumee-to Club is launched
- DeNA Global Inc. is founded in the U.S.
- Headquarters is moved to 4-30-3 Yoyogi, Shibuya-ku, Tokyo
- Air Link and Skygate Co., Ltd. are merged
- Mobage Town membership surpasses 10 million
- Mobage Town Niigata Customer Center is opened
- Mobage Town Emergency Call, a youth helpline service, is launched
- Pocket Match is launched
- MobaMingle, a social networking site for the English-speaking community, is test-launched
- Fundraising for charities through Mobage is launched
- WAPTX Ltd. becomes a subsidiary
- Mobage Town platform is opened to third-party developers
- Kaito Royale social game is launched
- The Mobile Affiliate Council is established
- Third-party games are released on the Mobage Open Platform
- Everystar is founded as a subsidiary
- Business partnership with Yahoo! Japan is established
- DeNA invests in Incubate Fund
- E*Everystar is formally launched
- Mobage membership surpasses 20 million
- US-based Gameview Studios, LLC. becomes a subsidiary
- DeNA makes a capital tie-up with US-based Astro Ape Studios, LLC.
- Yahoo! Mobage is officially launched
- US-based ngmoco, LLC becomes a subsidiary
- Mobage Town is made compatible with smartphones
- "Mobage Town" is rebranded as "Mobage"
- Mobage app for Android devices is released
- Isao Moriyasu becomes president
- DeNA Seoul Co., Ltd. is founded in South Korea.
- Launches Mobage in China, the United States, Canada, the United Kingdom, Ireland, New Zealand, and Australia.
- DeNA Asia Pacific Holdings Pte. Ltd. is founded in Singapore.
- Acquires Punch Entertainment's Vietnam Studio
- Acquires Chile's Atakama Labs S.A.
- Acquires Yokohama DeNA BayStars professional baseball team
Looking to the future
With the launch of Mobage worldwide, we have officially made our presence known globally. Learning from our past failures and successes, we intend to continue producing innovative services, venturing into new industries, and following our superior lack of sense - wherever it may lead.
- Establishes DeNA Studios Canada Ltd.
- Headquarters is moved to Shibuya Hikarie
- ZEROSTORE is launched
- Comm is launched
- Japan Social Game Association is established by DeNA and other five companies
- Changed corporate logo