coly
coly (株式会社coly) is a Japanese entertainment company that develops and operates original mobile games for the women's otaku market, including Mahoyaku (8M+ downloads), Stand My Heroes, and Break My Case, and monetizes its IPs across merchandise, physical retail (coly more!, coly cafe!), stage plays, anime, and an upcoming Disney-licensed title.
- Company typePrivate
- Founded2013
- HeadquartersAkasaka, Japan
- Headcount251–500
- GTM typeB2C
- OfferingSoftware
What coly does
coly (株式会社coly) is a privately-held Japanese entertainment company founded in 2013 and headquartered in Minato-ku, Tokyo, operating three stated business pillars: games, media, and AI utilization. The company is structured around original IP creation for the women's entertainment market, with a flagship portfolio of mobile games that includes 魔法使いの約束 (Mahoyaku, 8M+ cumulative downloads, 6.5-year-old title), スタンドマイヒーローズ (Stand My Heroes, 10-year-old franchise), ブレイクマイケース (Break My Case, 2-year-old title with 21-character cast), オンエア！(On Air!), and &0. Games are built on iOS/Android using Live2D character animations, full voice acting, gacha monetization, and puzzle/visual novel gameplay mechanics, unified through the coly ID membership platform that provides cross-game points, integrated digital shop, and PayPal payment rails.
The business model is product-led and direct-to-consumer across multiple monetization streams: freemium mobile games with in-app purchases (crystals, mana stones for gacha pulls), physical merchandise (badges 550 yen to apparel 16,720 yen), event tickets (4,500-22,000 yen tiered seating for stage plays, concerts, anniversary conferences), licensing royalties (Disney IP for Sparklink Stars, Korean localizations, TV anime broadcasting on Tokyo MX/BS-TBS/MBS), and physical experiences through coly more! retail stores, coly cafe! restaurants, coly pop! pop-ups, and coly store / anime bako e-commerce. The primary customer segment is women-oriented otaku/fandom consumers in Japan, with deep multi-platform engagement (games, anime, 2.5D theater, merchandise, live events).
Strategically, coly has extended into adjacent IP monetization layers — a WeatherPlanet Vtuber unit, the Brother Ash immersive theater project co-developed with NO MORE Inc., non-endemic partnerships with JR Tokai and Sanrio, and an upcoming Disney-licensed title (Disney Sparklink Stars, Q3 FY2027 planned launch). The company maintains 251-500 employees and has a dedicated IR section on its corporate website, suggesting potential public-market readiness, but no audited financials, funding history beyond a 2015 seed round, or external investment are disclosed in the available data.
coly firmographics
Firmographics- Name
- coly
- Legal name
- 株式会社coly
- Website
- https://colyinc.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- coly (株式会社coly) is a Japanese entertainment company that develops and operates original mobile games for the women's otaku market, including Mahoyaku (8M+ downloads), Stand My Heroes, and Break My Case, and monetizes its IPs across merchandise, physical retail (coly more!, coly cafe!), stage plays, anime, and an upcoming Disney-licensed title.
- Ownership category
- akta.pro rank
coly industry classification
Industry- Product category
- Mobile Gaming
- NAICS
- Software Publishers (5132), Motion Picture and Sound Recording Industries (512)
- SIC
- Retail-Computer & Computer Software Stores (5734), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Mobile & F2P Game Studios (MPAFAAAB)
- akta.pro secondary industries
- Mobile Game Publishing & App Game Stores (BPAMAKAB), Digital Game Distribution Platforms & Storefronts (PC/Mobile/Console) (MPAFABAB)
Keywords
Where coly is headquartered
LocationHeadquarters
- HQ city
- Akasaka
- HQ country
- Japan
- HQ region
- Asia
Offices5 records
Markets served
coly business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain
Revenue model
- Mobile Game Monetization: Free-to-play mobile games generating revenue through gacha (gacha summons), in-app purchases for premium currency (crystals, mana stones), and paid progression features. Revenue is consumption-based with players spending on character cards and gameplay advantages.
- Merchandise Sales: Physical goods including acrylic stands, badges, apparel, accessories, CDs, and limited edition items sold through coly store (e-commerce), coly more! (physical retail), anime bako (online shop), event venues, and retail partners. Revenue from both regular and event-exclusive merchandise.
- Event Tickets and Experiences: Revenue from stage play tickets (まほステ), concerts, conferences, anniversary events, and immersive theater experiences. Includes premium seating tiers with bonuses and merchandise bundles attached to tickets.
- Licensing Royalties: IP licensing revenue from TV anime adaptations (魔法使いの約束), international game publishing (Korean versions), Disney IP partnership for Sparklink Stars, and cross-media content partnerships.
- coly ID Services: Platform services including coly point system, game shop transactions, and promotional campaigns. Revenue from digital content purchases through the platform.
- coly Cafe and Physical Spaces: Food and beverage sales at coly cafe! locations, plus merchandise sales during cafe collaborations with IP properties.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free-to-play mobile games with in-app purchases |
| Unit Pricing | One time/ perpetual license | Merchandise price range |
| Unit Pricing | One time/ perpetual license | Break My Case 4th Conference tickets |
| Unit Pricing | One time/ perpetual license | Stage play tickets |
| Unit Pricing | One time/ perpetual license | Magic Makura Party 5th Anniversary Event tickets |
| Unit Pricing | One time/ perpetual license | Break My Case x ZOZOTOWN collaboration apparel |
| Unit Pricing | One time/ perpetual license | Break My Case BREAK MY PHASE CD |
Go-to-market motion3 records
Distribution channels9 records
Marketing channels8 records
coly product offering
Product offeringCore offering
coly develops and operates mobile games for iOS and Android featuring visual novel-style storytelling, Live2D character animations, and full voice acting, targeted primarily at the women's entertainment market. The company also extends its original IP into anime adaptations, stage plays, merchandise, physical retail stores, cafes, and e-commerce platforms, creating a multi-format entertainment ecosystem from each proprietary IP.
Product overview
coly operates a diversified entertainment portfolio centered on mobile games for the women's entertainment market, supplemented by retail, media, and AI utilization businesses. The core game lineup includes 魔法使いの約束 (8M+ downloads, Live2D with full voice acting), ブレイクマイケース (groove match puzzle + realistic ADV), スタンドマイヒーローズ (anti-drug agent recruitment RPG, 10th anniversary 2026), オンエア！ (voice actor training simulation with 30 characters), and &0. coly ID serves as a cross-platform loyalty system connecting the game ecosystem. Retail operations include coly more! physical stores, coly store e-commerce, coly cafe! food service, and Anime Bako merchandise platform. Media ventures include WeatherPlanet Vtuber unit and Brother Ash immersive theater IP. An upcoming major title is Disney Sparklink Stars (Disney IP, FY2027 Q3 launch planned).
Differentiator
Problem solved
Functional benefit
Brands
- coly ID: Web service platform for coly game users offering point system and game shop functionality
- coly store
- coly cafe!
- coly more!
- coly pop!
- アニメバコ (Anime Bako)
- Disney Sparklink Stars
Products and services
- 魔法使いの約束 (Mahoutsukai no Yakusoku / Promise of the Wizard) A mobile nurturing simulation game where players form bonds with 21 magic users across five nations. Released November 2019 with Live2D animations and full voice acting. Has reached 8 million cumulative downloads as of May 2026.
- ブレイクマイケース (Break My Case) A mobile online game featuring Groovy Match Puzzle gameplay with sound elements and mystery-solving narrative centered on 21 Aporia staff characters. Released August 2024.
- スタンドマイヒーローズ (Stand My Heroes) A dramatic romance puzzle game where players act as anti-drug agents (Matori) recruiting talented individuals into the independent investigation unit STAND. Released around 2016, celebrating its 10th anniversary in 2026.
- オンエア！ (On Air!) A voice actor training simulation game set at a prestigious boarding school where players interact with 30 characters aspiring to become voice actors. Released August 2018.
- &0 (And Zero) A mobile game title operated by coly, listed in the company's product lineup.
- Disney Sparklink Stars An upcoming online game utilizing Disney IP, developed under license from Walt Disney Japan. Pre-registration opened June 2026 with planned service launch in Q3 FY2027.
- coly ID A web service and loyalty point system integrating coly's game ecosystem. Offers point campaigns, PayPal payment integration, and connects to game shops for purchasing digital items across all coly titles.
- coly more! Physical retail store chain selling coly IP merchandise and third-party collaboration products. Locations include Ikebukuro PARCO (renewed April 2026) and Umeda NU Chayamachi (opening June 2026).
- coly store Official online merchandise store for coly products, CD releases, event tickets, and exclusive goods. Rebuilt in 2025 with improved functionality.
- coly cafe! Cafe restaurants operating at coly locations such as Ikebukuro PARCO, serving food and beverages themed on coly IP with exclusive collaboration merchandise sales.
- アニメバコ (Anime Bako) Online anime and manga merchandise shop operated by coly. Sells collaboration goods, limited edition items, and operates POP UP stores handling third-party anime IP merchandise.
- coly pop! Pop-up store service for 'oshi-katsu' (fan activity) goods. Collaborates with brands like SWIMMER and operates rotating pop-up retail locations.
- ブラザーアッシュ (Brother Ash) A 2D (comic) and 3D (theater) hybrid IP project featuring audience-immersive theater performed at real cafe venues.
Quantifiable outcome
- 8 million+ cumulative downloads for 魔法使いの約束
- +3 more outcomes
Companies that use coly
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
coly technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
coly partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- JR Central (JR東海)minorCollaboration event 'JR Tokai x Break My Case - After Travelogue' featuring Shinkansen in-train content, exclusive goods at Animate Nagoya, and joint promotional campaign on JR Central's oshi-tabi travel platform.
- AMNIBUS (株式会社アルマビアンカ)minorAMNIBUS operates manga/anime merchandise retail. Partnered with coly and JR Central for Break My Case collaboration event, handling exclusive goods production and sales.
- Gratte (アニメイトカフェ)minorCafe partnership for Break My Case collaboration drinks and food at Gratte stores (Ikebukuro, Nagoya, Yokohama Bivale, Umeda) during JR Tokai collaboration event.
- Tokyo Metropolitan Public Safety Measures Headquarters (東京都都民安全総合対策本部)minorPublic awareness partnership with スタンドマイヒーローズ for crime prevention messaging. Poster campaign in Tokyo locations including coly more! Ikebukuro.
- NO MORE Inc.coreExperience-focused entertainment company co-producing immersive theater '魔法使いの約束'. NO MORE provides immersive theater production expertise while coly provides IP and creative direction. Multiple theater productions co-produced.
- Walt Disney Japan (ウォルト・迪士尼・ジャパンを)coreLicense partnership for Disney IP in mobile game 'Disney Sparklink Stars'. Coly developing a new online game using Disney characters. Service originally planned for first half of FY2027, now delayed to Q3 FY2027 for higher quality delivery.
- SanriominorBreak My Case first in-game collaboration featuring Hello Kitty, My Melody, Cinnamoroll, Pom Pom Purin, and others. Includes limited cards, story content, and themed puzzle music.
- LawsonminorConvenience store partnership for WeatherPlanet in-store broadcast promotion and Loppi ticket/m Goods sales for anime bako merchandise.
Scale indicators7 records
Recent moves9 records
Expansion highlights6 records
coly competitors and assessment
Company assessmentBroad incumbents
- Capcom Co., Ltd. Capcom is a major Japanese game publisher with mobile game operations and extensive cross-media IP (Resident Evil, Monster Hunter). Comparable as a diversified Japanese entertainment IP business spanning games, anime, and merchandise.
- Aniplex Inc. Aniplex is a major Japanese anime production and IP licensing company (Sword Art Online, Fate series) with mobile game operations including Fate/Grand Order. Comparable as a cross-media entertainment IP holder with mobile game monetization.
- KLab Inc. KLab is a publicly listed Japanese mobile game developer/publisher with a broader portfolio including music games (Love Live!, Uta no Prince-sama). Comparable as a Japanese mobile game studio with anime IP partnerships and women's entertainment titles.
- HoYoverse (miHoYo): HoYoverse (miHoYo) is a global mobile game developer (Genshin Impact, Honkai) with cross-media IP extensions. Comparable as a mobile game studio with strong character/IP-driven content and multi-revenue stream monetization.
- Bushiroad Inc. Bushiroad is a Japanese entertainment company spanning mobile games (BanG Dream!, Love Live!), trading cards, anime, and live events — a directly comparable cross-media entertainment business model targeting otaku demographics.
Direct peers
- Voltage Inc. Voltage Inc. is a leading Japanese mobile game developer specializing in romance/otome visual novels for women, operating titles like 'My Last First Kiss' and 'Be My Princess.' Directly comparable to coly as a fellow Japanese women's-targeted mobile romance/otome game studio.
- CyDesignation: CyDesignation develops mobile otome games for women including the 'Otomate' brand. Closely comparable to coly as a Japanese studio specializing in romance/visual novel mobile games with female-targeted IP.
- GCREST: GCREST operates the popular 'Ikémen' series (Ikémen Sengoku, Ikémen Vampire) of otome mobile games targeting female players. Closely comparable business model to coly in mobile otome games with female demographics.
- Broccoli Co., Ltd. Broccoli operates the Uta no Prince-sama franchise spanning mobile games, anime, stage plays, and merchandise — closely mirroring coly's cross-media IP monetization model targeting female otaku audiences.
- Happy Elements: Happy Elements develops mobile games including Ensemble Stars, a major male-idol-targeted mobile game with strong female audience overlap. Comparable as a Japanese mobile game studio operating in the character-driven entertainment space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
coly social profiles
Digital presencecoly financial estimates
Financial estimateRevenue estimate
Valuation estimate
coly leadership team
Management profileNumber of profiles
Profiles2 records
coly funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
coly M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about coly
What does coly do?
coly develops and operates mobile games for iOS and Android featuring visual novel-style storytelling, Live2D character animations, and full voice acting, targeted primarily at the women's entertainment market. The company also extends its original IP into anime adaptations, stage plays, merchandise, physical retail stores, cafes, and e-commerce platforms, creating a multi-format entertainment ecosystem from each proprietary IP.
Is coly a public or private company?
coly is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was coly founded?
coly was founded in 2013. It employs 251 to 500 people.
Where is coly based?
coly is headquartered in Akasaka, Japan, in the Asia region.
How does coly make money?
Six revenue lines are on record. Mobile Game Monetization is the primary driver. The others are merchandise Sales, event Tickets and Experiences, licensing Royalties, coly ID Services and coly Cafe and Physical Spaces.
Who are coly's main competitors?
Broad incumbents on record are Capcom Co., Ltd., Aniplex Inc., KLab Inc., HoYoverse (miHoYo) and Bushiroad Inc.. Direct peers are Voltage Inc., CyDesignation, GCREST, Broccoli Co., Ltd. and Happy Elements.
Does coly have an API?
No public API is recorded for coly.
What industry is coly in?
coly's product category is Mobile Gaming. Its primary akta.pro industry code is MPAFAAAB, Mobile & F2P Game Studios, with a secondary code of BPAMAKAB, Mobile Game Publishing & App Game Stores. Its NAICS code is 5132 and its SIC code is 5734.