KAYAC
KAYAC Inc. (TSE: 3904) is a publicly traded Japanese digital creative company founded in 1998 in Kamakura, operating a creative agency, in-house mobile game studio, esports platform (Tonamel), and regional revitalization services (SMOUT, Machi no Coin) for large Japanese enterprises and municipal governments.
- Company typePublic
- Founded1998
- HeadquartersKamakura, Japan
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What KAYAC does
KAYAC Inc. (面白法人カヤック, TSE: 3904) is a publicly traded Japanese digital creative company founded in 1998 in Kamakura by three university classmates — Daisuke Yanagisawa (CEO), Masanori Kaihata (CTO), and Tomoyoshi Kuba (CBO) — and operating across four interlocking business segments: a creative agency ("面白プロデュース事業"), in-house game development (mobile hyper-casual and social games plus Nintendo Switch and PC titles), esports platform operations (Tonamel tournament SaaS and GLOE event production), and a regional revitalization business ("ちいき資本主義事業") anchored by the SMOUT migration-matching platform, Machi no Coin community currency, and contracts with Japanese municipal governments. The technology stack spans HTML5, WebGL, Unity, ActionScript 3.0, and native iOS/Android development, with proprietary platforms including the Tonamel tournament engine (integrated with Papillon's e-players), SMOUT, Machi no Coin, and a hyper-casual game development methodology that has repeatedly produced #1-ranked titles across 10+ countries.
The company monetizes through professional-services project fees for advertising, branding, web production, and SNS marketing delivered to large Japanese enterprise clients (Suntory, Kao, Nissan, Domino's Pizza Japan, NTT East, JRA, Kodansha, Aeon); in-app advertising and in-app purchases in self-developed mobile games; subscription/platform fees for Tonamel, SMOUT, and Machi no Coin; and government contracts for regional revitalization. Distribution is mixed: app-store global distribution for games, direct enterprise sales for client work, and self-serve PLG channels for the regional platforms. KAYAC operates as the listed parent of a 17-company Omoshiro Houjin Group, including wholly-owned subsidiaries Papillon (esports), Native Inc. (regional marketing), Tonamel, GLOE, KAYAC Akiba Studio (anime/game contract development), KAYAC Bond (DX/system development), Gemutore (game tutoring), FC Ryukyu (sports), Kamakura R Estate, Ryukyu KAYAC Studio (Okinawa resort), and KAYAC SANKO (advertising agency), plus a majority stake in Eiji Publishing (learning content). Reported Q1 2026 results marked the highest-ever Q1 revenue with year-over-year growth in both revenue and profit.
KAYAC firmographics
Firmographics- Name
- KAYAC
- Legal name
- 株式会社カヤック
- Website
- https://kayac.com
- Company type
- Public
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- KAYAC Inc. (TSE: 3904) is a publicly traded Japanese digital creative company founded in 1998 in Kamakura, operating a creative agency, in-house mobile game studio, esports platform (Tonamel), and regional revitalization services (SMOUT, Machi no Coin) for large Japanese enterprises and municipal governments.
- Ownership category
- akta.pro rank
KAYAC industry classification
Industry- Product category
- Digital Creative Services
- NAICS
- Software Publishers (5132), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Amusement & Recreation Services (7900), Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Multi-Channel Networks (MCNs) & Creator Management (Agencies, Talent Networks) (MPAFAEAD)
Keywords
Where KAYAC is headquartered
LocationHeadquarters
- HQ city
- Kamakura
- HQ country
- Japan
- HQ region
- Asia
Offices2 records
Markets served
KAYAC business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Client Work / Advertising Services: Project-based fees for advertising campaigns, web production, branding, and creative services for corporate clients. Includes SNS marketing, event planning, and branded content creation.
- Game Development and Publishing: Self-developed mobile games (hyper-casual, social games) generating revenue through in-app advertising and in-app purchases. Nintendo Switch and PC titles also in portfolio.
- Esports Operations: Tournament platform operations through Tonamel and esports event management through GLOE subsidiary.
- Regional Revitalization Services: Platform services (SMOUT, Machi no Coin) and consulting for local governments and regional organizations focused on population attraction and community development.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
KAYAC product offering
Product offeringCore offering
KAYAC is a digital creative company that delivers advertising, web production, branding, SNS marketing, and creative content services to enterprise clients and local governments. Beyond client services, KAYAC self-develops and publishes hyper-casual and casual mobile games, operates the Tonamel esports tournament platform, and provides regional revitalization platforms (SMOUT for migration, Machi no Coin for community currency).
Differentiator
Problem solved
Functional benefit
Products and services
- Client Creative & Advertising Services
- Hyper-Casual Mobile Game Development
- Tonamel Esports Tournament Platform
- GLOE Esports Event Management
- SMOUT Regional Migration Platform
- Machi no Coin Community Currency
- KAYAC SANKO Advertising Agency
Quantifiable outcome
- Hyper-casual games achieved #1 download rankings in 10+ countries
- +1 more outcomes
Companies that use KAYAC
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
KAYAC technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
KAYAC partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Kyodo Milk (共同乳業)minorCollaboration to launch 'Kakukaku Kajitsu Pixel Peach' peach-flavored beverage with diced fruit at approximately 21,942 7-Eleven stores nationwide in Japan. KAYAC contributed creative packaging design featuring pixelated fruit visuals.
- Seven-Eleven JapanminorDistribution partner for 'Kakukaku Kajitsu Pixel Peach' beverage, making product available at approximately 21,942 stores nationwide.
- Snow Peak Business SolutionsminorJoint 'Camping Office' initiative launching April 2026, integrating camping gear into KAYAC's office space to encourage informal dialogue and support Return to Office (RTO) efforts. Includes 'Maki Comi' conversation starters and campfire-style welcome ceremonies.
- Eiji Publishing (江尻出版)coreAcquisition of 86.2% majority stake, making Eiji Publishing a subsidiary to develop new learning content and expand business content capabilities.
- Native Co., Ltd.coreAcquisition making Native Co. a subsidiary to enhance regional marketing and revitalization initiatives in Japan through platforms like 'SMOUT' and 'Nativ.media'.
- Papillon Inc.coreAcquisition of all shares to integrate Papillon's 'e-players' tournament tool with KAYAC's Tonamel platform, strengthening esports business and developing world-class tournament platform.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
KAYAC competitors and assessment
Company assessmentDirect peers
- CyberAgent: Major Japanese digital advertising and internet media company with significant mobile gaming operations (Cygames subsidiary). Directly comparable to KAYAC given overlapping advertising agency services and hyper-casual/ mobile game development capabilities serving Japanese enterprise clients.
- GREE: Japanese mobile social gaming company that pivoted to mobile gaming and internet media. Comparable to KAYAC's mobile game development and esports community operations (Tonamel platform).
- mixi: Japanese mobile social network and gaming company behind Monster Strike. Comparable to KAYAC in mobile gaming development and social/community-driven entertainment products targeting Japanese consumers.
- Voodoo: French global leader in hyper-casual mobile game publishing. Direct competitor to KAYAC's hyper-casual game business (Park Master, Pistol Duel), representing the dominant player in the same game category KAYAC competes in globally.
- DeNA: Leading Japanese mobile gaming and internet services company known for Mobage platform. Directly comparable to KAYAC's mobile game development (hyper-casual titles like Park Master) and digital entertainment focus serving Japanese consumer markets.
Broad incumbents
- Hakuhodo: Japan's second-largest advertising agency with strong digital and creative capabilities. Comparable to KAYAC's client work segment for enterprise brands like Suntory and Kao, but operates as a full-service incumbent.
- Avex Group: Japanese entertainment conglomerate spanning music, anime, gaming, and digital content. Comparable to KAYAC's entertainment and digital content creation services, though with much larger established IP and broader portfolio.
- Dentsu: Japan's largest and one of the world's biggest advertising agency networks. Comparable to KAYAC's creative/advertising agency business (面白プロデュース事業) but operates at global scale with broader service portfolio beyond digital creative.
- Nexon: Major Japanese/Korean video game publisher with global operations. Comparable to KAYAC's game development business but at much larger scale with established IP (MapleStory, Dungeon Fighter Online) versus KAYAC's hyper-casual portfolio.
Emerging players
- Cookpad: Japanese tech company operating recipe platform and community-driven services. Comparable to KAYAC's regional/community platform business (SMOUT) in terms of Japanese community-focused digital platform approach, though in different vertical.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
KAYAC social profiles
Digital presenceKAYAC financial estimates
Financial estimateRevenue estimate
Valuation estimate
KAYAC leadership team
Management profileNumber of profiles
Profiles3 records
KAYAC subsidiaries and ownership
Company hierarchySubsidiaries12 records
KAYAC funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KAYAC M&A and investment
M&A and investmentM&A7 records
Investments9 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about KAYAC
What does KAYAC do?
KAYAC is a digital creative company that delivers advertising, web production, branding, SNS marketing, and creative content services to enterprise clients and local governments. Beyond client services, KAYAC self-develops and publishes hyper-casual and casual mobile games, operates the Tonamel esports tournament platform, and provides regional revitalization platforms (SMOUT for migration, Machi no Coin for community currency).
Is KAYAC a public or private company?
KAYAC is a public company. It is classified as public and is currently operating.
When was KAYAC founded?
KAYAC was founded in 1998. It employs 501 to 1,000 people.
Where is KAYAC based?
KAYAC is headquartered in Kamakura, Japan, in the Asia region.
How does KAYAC make money?
Four revenue lines are on record. Client Work / Advertising Services are the primary driver. The others are game Development and Publishing, esports Operations and regional Revitalization Services.
Who are KAYAC's main competitors?
Direct peers on record are CyberAgent, GREE, mixi, Voodoo and DeNA. Broad incumbents are Hakuhodo, Avex Group, Dentsu and Nexon. Cookpad is listed as an emerging player.
Does KAYAC have an API?
No public API is recorded for KAYAC.
What industry is KAYAC in?
KAYAC's product category is Digital Creative Services. Its primary akta.pro industry code is MPAFAEAD, Multi-Channel Networks (MCNs) & Creator Management (Agencies, Talent Networks). Its NAICS code is 5132 and its SIC code is 7370.