TAMAYA

What TAMAYA does

TAMAYA (株式会社玉屋) is a privately held Japanese pachinko and slot machine entertainment operator headquartered in Fukuoka City. Founded in August 1953, the company runs 12 physical gaming halls across Fukuoka (11 stores) and Saga (1 store) prefectures in Kyushu, employing approximately 450 staff including part-time and temporary workers. Each store is positioned under one of four differentiated sub-brand concepts: MUGENDAI (premium), NUMBER (community/third place), SLOT SPECIALTY (slot-focused), and GO+ (casual, budget-friendly), allowing TAMAYA to address multiple customer personas within a single regional footprint. Installed capacity totals 7,080 gaming machines (3,657 pachinko and 3,423 slot machines as of January 2026), with denomination tiers spanning ¥0.5–¥4 pachinko and ¥5–¥20 slot, plus coin-rate slot formats, accommodating a wide range of per-visit spend levels.

The business model is usage-based: revenue is generated from per-unit play on pachinko and slot machines within company-owned retail locations, with no e-commerce or online gaming channel. Customer acquisition and engagement rely on a physical retail experience reinforced by store-specific LINE official accounts, an X (Twitter) handle (@tamapi1953), the corporate website (tamaya.gr.jp) with a customer feedback forum, and listings on P-WORLD and DMM pachinko industry portals. Marketing and community positioning extend beyond transactional gaming into CSR/SDGs programs, regional event sponsorship (including Fukuoka SoftBank Hawks), and a disaster preparedness partnership with Munakata City Government at the Toriada Munakata complex, which functions as a designated evacuation shelter with emergency utilities.

TAMAYA operates within a regulated Japanese pachinko industry and is affiliated with industry self-regulation bodies (Pachinko Industry 21st Century Association; Recovery Support Network). Revenue for fiscal year 2024 was disclosed at ¥36,846,000,000. Corporate governance is led by President and Representative Director Yamaguchi Tomiya (appointed January 2024), with founder Iwami Yoshiro and predecessor Yamakita Eiichi serving as Director Advisors, and a senior managing director (Miyuki Sai / 幸孝) on the executive team. Recent strategic activity includes a new store opening (Tamaya 409 Zasshonokuma, December 2024), flagship renovation (Tamaya ∞ Honten, April 2024), a coordinated 2024–2025 rebrand wave, and an internal position-system and organizational restructuring announced July 2025.

Name

TAMAYA

Legal name

株式会社玉屋

Website

https://tamaya.gr.jp

Company type

Private

Founded year

1953

Operating status

Operating

Short description

TAMAYA (株式会社玉屋) is a privately held Japanese pachinko and slot machine entertainment operator running 12 gaming halls across Fukuoka and Saga prefectures, serving mass-market and premium consumer gaming segments with differentiated sub-brand concepts and 7,080 installed machines.

Ownership category

akta.pro rank

Headquarters

HQ city

Fukuoka

HQ country

Japan

HQ region

Asia

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Gaming Operations Revenue: Revenue generated from pachinko and slot machine operations across 12 stores. Offers multiple denominations (4円, 2円, 1円, 0.5円 pachinko; 20円, 5円 slot) and various play formats to accommodate different customer budgets and preferences.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

TAMAYA operates a regional chain of 12 pachinko and slot machine entertainment halls across Fukuoka (11 stores) and Saga (1 store) prefectures in Japan, offering pay-as-you-go gameplay on a fleet of 7,080 machines under four differentiated brand concepts (MUGENDAI, NUMBER, SLOT SPECIALTY, GO+). The business generates usage-based revenue from balls and coins played at self-owned physical venues, with multiple denominations (0.5円, 1円, 2円, 4円 pachinko; 5円, 20円 slot and various coin packs) to accommodate budget-conscious to premium players.

Product overview

TAMAYA operates 12 pachinko and slot machine halls across Fukuoka (11 stores) and Saga (1 store) prefectures in Japan. The company offers diverse entertainment concepts including MUGENDAI (premium spaces), NUMBER (community-focused third places), SLOT SPECIALTY (dedicated slot venues), and GO+ (casual accessible gaming). Each store offers various machine types including pachinko (4 yen, 2 yen, 1 yen, 0.5 yen) and slot machines (20 yen, 5 yen, and various coin denominations). Total installed capacity is 7,080 machines (3,657 pachinko + 3,423 slot machines as of January 2026).

Differentiator

Problem solved

Functional benefit

Brands

• ムゲンダイ (MUGENDAI): Premium space concept embodying the 'more interesting always from here' philosophy. Offers one-rank-up quality with uncompromising attention to detail for extraordinary experiences.
• ナンバー (NUMBER)
• スロット专卖店 (SLOT SPECIALTY)
• GO+ (ゴープラス)

Products and services

• MUGENDAI (ムゲンダイ) Premium pachinko and slot gaming halls under the MUGENDAI concept, targeting customers seeking upscale facilities and the latest gaming machines.
• NUMBER (ナンバー) Community-oriented pachinko and slot gaming halls under the NUMBER concept, designed as a 'third place' for daily leisure.
• SLOT SPECIALTY (スロット専門店) Slot machine-only entertainment halls under the SLOT SPECIALTY concept, focused on dedicated slot-focused venues for slot enthusiasts.
• GO+ (ゴープラス) Casual, accessible pachinko and slot gaming halls under the GO+ concept, offering budget-friendly denominations (1円, 0.5円 pachinko, 5円 slot) for everyday recreational play.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• 福岡ソフトبوكホークス (Fukuoka SoftBank Hawks)minorGTM or Marketing PartnerOfficial sponsor of the Fukuoka SoftBank Hawks professional baseball team. Provides promotional support and brand visibility through sports marketing association.
• 宗像市 (Munakata City Government)coreStrategic or Co-development PartnerDisaster prevention partnership agreement for Triada Munakata facility. The facility serves as designated evacuation shelter with emergency power, water storage, and sanitation facilities. Includes pet-friendly evacuation area.
• リカバリーサポート・ネットワーク (Recovery Support Network)minorOthersIndustry organization for responsible gaming and recovery support services.
• パチンコ・パチスロ産業21世紀会 (Pachinko Industry 21st Century Association)minorOthersIndustry self-regulation organization for the pachinko and slot machine industry.
• 株式会社玉屋ホールディングス (Tamaya Holdings)coreOthersParent holding company overseeing Tamaya group operations.
• 株式会社三和 (Sanwa)minorOthersRelated group company.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tamapi1953
• Facebookfacebook.com/ps.tamaya

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TAMAYA