mixi
MIXI is a publicly traded Tokyo-based diversified internet company operating Monster Strike mobile gaming (65M users), FamilyAlbum photo sharing (30M users), AI communication services via picon, and online sports betting through PointsBet across consumer segments globally.
- Company typePublic
- Founded1999
- HeadquartersTokyo, Japan
- Headcount1,001–5,000
- GTM typeB2C
- OfferingSoftware
mixi firmographics
Firmographics- Name
- mixi
- Legal name
- 株式会社MIXI
- Website
- https://mixi.co.jp
- Company type
- Public
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- MIXI is a publicly traded Tokyo-based diversified internet company operating Monster Strike mobile gaming (65M users), FamilyAlbum photo sharing (30M users), AI communication services via picon, and online sports betting through PointsBet across consumer segments globally.
- Ownership category
- akta.pro rank
mixi industry classification
Industry- Product category
- Mobile Gaming & Digital Entertainment
- NAICS
- Gambling Industries (7132)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Sports/Racing Game Studios (MPAFAAAJ)
- akta.pro secondary industry
- Fantasy-to-Sportsbook Convergence (DFS Sportsbook Hybrids) (MPAEACAM)
Keywords
Where mixi is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices2 records
Markets served
mixi business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Supply Chain
Revenue model
- Digital Entertainment - Mobile Gaming: Freemium mobile gaming model with in-app purchases. Core games include Monster Strike (MONSTER STRIKE) with 65 million users and Kotodaman. Revenue generated through character gacha pulls, collaboration packs, and merchandise sales.
- Sports Betting: Sports segment revenue through PointsBet acquisition and TIPSTAR platform. Q4 FY2026 sports segment showed 100.8% year-on-year growth. Net sales guidance of JPY 185 billion for FY2027.
- Lifestyle Services: minimo beauty salon booking app (8 million cumulative downloads) and FamilyAlbum photo sharing app (30 million users globally). Revenue model includes service bookings and subscriptions.
- AI Communication Services: Revenue from AI Chat-kun and related conversational AI services through subsidiary picon. Focus on developing new AI-based communication services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | mixi premium optional service |
| Freemium | Pay-as-you-go | In-app purchases for mobile games |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
mixi product offering
Product offeringCore offering
MIXI operates a diversified portfolio of digital entertainment, lifestyle, and sports services. Its core offerings include mobile games Monster Strike and Kotodaman, the FamilyAlbum mitene photo-sharing app, the minimo salon booking platform, and the Romi conversational AI robot and AI Chat-kun service. The company also runs sports betting operations through PointsBet in Australia, Canada, and the US.
Product overview
MIXI operates a diversified portfolio of digital entertainment and lifestyle services organized into three main segments: Sports, Lifestyle, and Digital Entertainment. Core digital entertainment products include Monster Strike (pull-hunting RPG with 65M+ users), Kotodaman (word RPG), and the global expansion STRIKE WORLD. Lifestyle services include FamilyAlbum photo sharing (30M+ users), minimo salon booking app (8M+ downloads), and Romi AI conversation robot. The company expanded AI capabilities through acquisition of picon Inc. and its AI Chat-kun service (5M+ users). MIXI also operates sports-related businesses and investment operations.
Differentiator
Problem solved
Functional benefit
Brands
- mixi: Social networking service brand
- TIPSTAR DOME CHIBA
- MONST FREAK
- DREAMDAZE
Quantifiable outcome
- Monster Strike reached 65 million cumulative users and 6,500 million (65 crore) total users as of December 2025
- +2 more outcomes
Companies that use mixi
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
mixi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability5 records
Feature3 records
mixi partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- BitbankminorMIXI was previously a shareholder in Bitbank, Japan's third-largest crypto exchange. SBI Group is acquiring Bitbank for approximately $289 million, with MIXI and Ceres being among existing shareholders selling shares.
- Nailie Beauty (ネイリービューティー)minorJoint project between minimo and Nailie Beauty to expand individual beauty professional booking experiences. Both services leverage expertise in individual-level listing and customer acquisition, with Nailie Beauty having 350万+ app downloads and 40,000+ registered beauty professionals.
- LVL Zero IncubatorminorMIXI and Nazara Technologies launched LVL Zero, a 100-day equity-free incubator program in India for gaming startups. Combined $100,000 grant pool across 10 startups, with strategic support from Google Play, ID@Xbox, AppsFlyer, and PubScale.
- Blue United CorporationminorCapital and business alliance announced between MIXI and Blue United Corporation.
- picon Inc.coreMIXI acquired shares in picon Inc. and made it a subsidiary to strengthen collaboration and develop new AI-based communication services. picon operates conversational AI service AI Chat-kun with over 5 million registered users. MIXI had previously invested in picon in 2018.
- Google PlaycorePrimary app distribution partner for Monster Strike, Kotodaman, and other mobile games. Supports gaming content through knowledge partnership in LVL Zero incubator.
- Nazara TechnologiesminorIndian gaming company co-launching LVL Zero accelerator with MIXI for Indian gaming startups. Nazara is a major Indian gaming and esports company.
- ChimeraVCminorCo-organizer of LVL Zero gaming startup incubator program in India alongside MIXI and Nazara.
- Tokyo Football Club (FC Tokyo)minorMIXI acquired Tokyo Football Club through third-party allocation of new shares, making it a subsidiary for sports business expansion.
Scale indicators9 records
Recent moves8 records
Expansion highlights8 records
mixi competitors and assessment
Company assessmentDirect peers
- CyberAgent: Major Japanese internet company operating AbemaTV and a leading mobile gaming portfolio. Directly comparable to MIXI as a diversified Japanese digital entertainment incumbent with significant mobile gaming and advertising operations.
- DeNA: Japanese mobile gaming and internet services company, well-known for mobile titles including Pokémon Masters. Directly comparable to MIXI as a Japan-headquartered mobile game developer/publisher competing for similar consumer gaming wallet share.
- GREE: Japanese mobile gaming and social networking company with a portfolio of mobile titles and internet services. Directly comparable to MIXI as a legacy Japanese mobile gaming peer with both gaming and social/community product overlap.
- GungHo Online Entertainment: Japanese mobile gaming studio famous for Puzzle & Dragons. Directly comparable to MIXI as a Japan-based mobile game developer/publisher operating major franchises in the freemium mobile gaming category.
- DraftKings: US-listed online sports betting and iGaming operator. Directly comparable to MIXI as both companies compete head-to-head in North American sports betting; MIXI's PointsBet subsidiary is a direct PointsBet competitor to DraftKings in the US and Canada.
Broad incumbents
- Flutter Entertainment: Global online sports betting and gaming operator (FanDuel, PokerStars). Comparable as a broader incumbent in the same sports betting and online gaming category where MIXI now competes via PointsBet and TIPSTAR.
- Nintendo: Japanese gaming giant with globally dominant IP including Mario, Zelda, and Pokémon. Comparable as a broader Japanese gaming incumbent; MIXI competes with Nintendo for Japanese consumer gaming time and entertainment spend, though Nintendo is console-focused and far larger.
- Konami Group: Japanese gaming and entertainment company with major franchises (Yu-Gi-Oh!, eFootball, Power Pro Baseball). Comparable as a broader Japanese gaming incumbent with both mobile and console presence, competing for the same anime and sports IP collaboration ecosystem that MIXI uses.
- Bandai Namco Holdings: Japanese entertainment conglomerate spanning video games, anime, and toys. Comparable as a Japanese gaming and anime IP incumbent whose IP portfolio overlaps with the anime franchises (e.g., Naruto, Demon Slayer) that MIXI licenses for Monster Strike and Kotodaman collaborations.
Regional players
- Kakao Games: Korean mobile gaming publisher with a portfolio spanning MMORPGs, casual, and sports titles. Comparable as an Asian regional mobile gaming peer operating under similar freemium/PC-mobile hybrid business models.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
mixi social profiles
Digital presencemixi financial estimates
Financial estimateRevenue estimate
Valuation estimate
mixi leadership team
Management profileNumber of profiles
Profiles5 records
mixi subsidiaries and ownership
Company hierarchySubsidiaries4 records
mixi funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
mixi M&A and investment
M&A and investmentM&A10 records
Investments41 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about mixi
What does mixi do?
MIXI operates a diversified portfolio of digital entertainment, lifestyle, and sports services. Its core offerings include mobile games Monster Strike and Kotodaman, the FamilyAlbum mitene photo-sharing app, the minimo salon booking platform, and the Romi conversational AI robot and AI Chat-kun service. The company also runs sports betting operations through PointsBet in Australia, Canada, and the US.
Is mixi a public or private company?
mixi is a public company. It is classified as public and is currently operating.
When was mixi founded?
mixi was founded in 1999. It employs 1,001 to 5,000 people.
Where is mixi based?
mixi is headquartered in Tokyo, Japan, in the Asia region.
How does mixi make money?
Four revenue lines are on record. Digital Entertainment - Mobile Gaming is the primary driver. The others are sports Betting, lifestyle Services and AI Communication Services.
Who are mixi's main competitors?
Direct peers on record are CyberAgent, DeNA, GREE, GungHo Online Entertainment and DraftKings. Broad incumbents are Flutter Entertainment, Nintendo, Konami Group and Bandai Namco Holdings. Kakao Games is listed as a regional player.
Does mixi have an API?
No public API is recorded for mixi.
What industry is mixi in?
mixi's product category is Mobile Gaming & Digital Entertainment. Its primary akta.pro industry code is MPAFAAAJ, Sports/Racing Game Studios, with a secondary code of MPAEACAM, Fantasy-to-Sportsbook Convergence (DFS Sportsbook Hybrids). Its NAICS code is 7132 and its SIC code is 7990.