ItemMania
ItemMania is a Thailand-headquartered, self-serve digital commerce platform, founded circa 2020, that lets individual gamers across Southeast Asia and South Korea buy in-game credits, prepaid gift cards, and e-sports tournament access via UID-based top-ups for 100+ game titles.
- Company typePrivate
- Founded2020
- HeadquartersRat Burana, Thailand
- Headcount—
- GTM typeB2C
- OfferingDigital Commerce or Content
What ItemMania does
ItemMania is a Thailand-headquartered digital commerce platform founded circa 2020 that enables individual gamers to purchase in-game credits and digital gift cards through a UID-based top-up system. The company operates a self-service e-commerce website (itemmania.in.th) accessible 24/7, supporting top-ups for over 100 international and regional game titles including Mobile Legends, PUBG M, Free Fire, League of Legends, VALORANT, and Genshin Impact. The platform also operates a Gift Shop for prepaid cards (Steam, Garena, Razer Gold, Riot Games, PlayStation, Xbox, Nintendo) and an E-Sports tournament organizing service launched in 2024.
The platform is built around an automated top-up processing pipeline that delivers game credits typically within 5-60 minutes of payment, supported by an internal virtual credit system ("Mileage") pegged at 1:1 to Thai Baht. Users deposit Mileage through Mobile Banking, QR Cash, LINE Pay, TrueMoney Wallet, and ShopeePay, and the platform supports both Thai ID and regional server accounts (Thai, Lao, Myanmar). Korean operations are operated by IMI (International Media Integration) under a December 2025 partnership with Coda, and the Thai entity is registered as Itemmania TH Co., Ltd.
ItemMania monetizes through transaction fees on game top-ups, mileage deposit commissions, and gift card sales, with a pay-as-you-go pricing model offering discounts ranging from 0% to over 40% versus standard game pricing. The primary customer is individual Thai gamers, with secondary reach into neighboring Southeast Asian markets (Laos, Myanmar) and an expansion push into South Korea, Indonesia, Malaysia, the Philippines, and Singapore. Distribution is product-led and self-serve, supplemented by marketing channels including Facebook, LINE Official Account, YouTube tutorials, and e-sports tournament sponsorships.
ItemMania firmographics
Firmographics- Name
- ItemMania
- Legal name
- บริษัท ไอเทมเมเนียทีเอช จำกัด (Itemmania TH Co., Ltd.)
- Website
- https://itemmania.in.th
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Short description
- ItemMania is a Thailand-headquartered, self-serve digital commerce platform, founded circa 2020, that lets individual gamers across Southeast Asia and South Korea buy in-game credits, prepaid gift cards, and e-sports tournament access via UID-based top-ups for 100+ game titles.
- Ownership category
- akta.pro rank
ItemMania industry classification
Industry- Product category
- Gaming Digital Commerce
- NAICS
- Hobby, Toy, and Game Retailers (459120)
- SIC
- Retail-Hobby, Toy & Game Shops (5945), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Virtual Goods & Digital Item Commerce (skins, cosmetics, DLC) (MPAFAJAF)
- akta.pro secondary industry
- Billing, Subscription & Entitlement Management (IAP orchestration) (MPAFAJAC)
Keywords
Where ItemMania is headquartered
LocationHeadquarters
- HQ city
- Rat Burana
- HQ country
- Thailand
- HQ region
- Asia
Offices2 records
Markets served
ItemMania business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Marketing or Sales, Infrastructure, Personnel
Revenue model
- Game Top-Up Transaction Fees: Revenue generated from processing game credit top-up transactions, with the platform showing discounted prices compared to standard rates and charging fees for the service
- Gift Card Sales: Retail sale of gift cards for various gaming platforms (Steam, Razer, Garena, Riot, PlayStation, Nintendo, Xbox, Battlenet) and other services (TrueMoney, LINE)
- Mileage Deposit Fees: Commission fees charged for depositing mileage credits through various payment channels including Mobile Banking, QR Cash, LINE Pay, TrueMoney Wallet, and ShopeePay
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard game top-up packages with tiered pricing based on credit amount |
| Unit Pricing | Pay-as-you-go | Gift card products with face value denominations |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
ItemMania product offering
Product offeringCore offering
ItemMania operates a 24/7 self-serve digital commerce platform that lets individual gamers top up in-game credits via UID for more than 100 PC and mobile titles, and purchase prepaid digital gift cards for gaming platforms such as Steam, Razer Gold, Garena, Riot, PlayStation, Xbox, Nintendo, and Roblox. Transactions are funded through an internal Mileage credit (1 Mileage = 1 THB) deposited via Thai-local payment methods including Mobile Banking, QR Cash, LINE Pay, TrueMoney Wallet, and ShopeePay. The platform also organizes branded e-sports tournaments such as RoV ItemMania Esport with prize pools up to 35,000 THB.
Product overview
ItemMania is a Thailand-based digital commerce platform operated by ไอเทมเมเนียทีเอช จำกัด (ItemmaniaTH Co., Ltd.), providing game top-up services through UID, a digital gift card marketplace (Gift Shop), and E-Sports tournament organization. The core Game Top-Up Service allows users to purchase game credits for over 100 titles across PC and mobile platforms including Mobile Legends, PUBG M, Free Fire, League of Legends, VALORANT, Genshin Impact, and Zenless Zone Zero. The platform operates 24/7 with automated processing and uses an internal Mileage credit system where 1 Mileage equals 1 THB. The Gift Shop sells prepaid cards for Steam, PlayStation, Xbox, Nintendo, Roblox, Riot Games, Garena, Razer, and lifestyle services. E-Sports services organize competitive tournaments for games like RoV. Users can deposit Mileage via Mobile Banking, QR Cash, LINE Pay, TrueMoney Wallet, and ShopeePay, with identity verification through national ID, passport, SMS, or Google OTP.
Differentiator
Problem solved
Functional benefit
Products and services
- Game Top-Up Service Core service allowing users to top up in-game credits by entering their game UID, supporting over 100 international and regional game titles (Mobile Legends, PUBG M, Free Fire, League of Legends, VALORANT, Genshin Impact, Honkai: Star Rail, Blood Strike, Arena Breakout, and many more) across PC and mobile platforms, with credits delivered typically within 5-60 minutes.
- Gift Shop Digital gift card marketplace selling prepaid cards for gaming platforms including Steam, Garena, Razer Gold, Riot Games, PlayStation, Xbox, Nintendo, Roblox, EX cash, @cash, and lifestyle/entertainment services such as TrueMoney.
- E-Sports Tournament Platform E-Sports competition organizing service hosting tournaments for games like RoV with prize pools up to 35,000 THB, including regional Thai competitions and ItemMania-branded events.
Companies that use ItemMania
Customer profileSegments2 records
Ideal customer profiles2 records
ItemMania technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature3 records
ItemMania partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- CodacoreCoda partnered with Itemmania to power its Game Top-Up Service, enabling Korean players instant access to credits and top-ups for international game titles. The partnership enables local payment methods and expands Coda's presence in South Korea's gaming market.
Scale indicators3 records
Recent moves5 records
Expansion highlights6 records
ItemMania competitors and assessment
Company assessmentBroad incumbents
- Garena (Sea Limited): Major game publisher and operator of Garena Shells, which is sold as a gift card category on ItemMania and also offered directly by Garena. Competes indirectly as a publisher-controlled top-up channel.
- Steam (Valve): Valve-operated PC gaming storefront and Steam Wallet ecosystem; ItemMania's Gift Shop sells Steam Wallet codes while Steam competes as the canonical direct top-up destination for PC gamers.
- PlayStation Store: First-party Sony storefront selling PSN top-ups and digital content directly. ItemMania resells PlayStation Network cards, while Sony competes by encouraging direct top-up at full price.
Others
- LINE Pay: Regional digital wallet accepted by ItemMania for Mileage deposits and used as a support channel (LINE OA). Comparable as a payment/loyalty rails provider rather than a direct top-up competitor.
- TrueMoney (True Corporation): Thai e-wallet and prepaid payment platform whose wallet is integrated into ItemMania's Mileage deposit flow. It is both a payments enabler for ItemMania and an adjacent provider of gaming-relevant prepaid products.
Regional players
- Mol Points: Online payment and digital content platform with game top-up offerings historically focused on other SEA markets; serves as a regional adjacent competitor with similar top-up mechanics but different geographic center of gravity.
Direct peers
- Unipin: Southeast Asian game voucher and top-up platform offering prepaid credits for mobile and PC games across multiple regional markets, directly competing with ItemMania's Gift Shop and top-up services.
- Razer Gold: Global virtual credits platform for gamers, sold both via direct top-up and through resellers (including ItemMania's Gift Shop). It is both a competitor in the top-up category and a catalog supplier to ItemMania.
- Coda (Codashop): Leading Southeast Asian direct-to-consumer game top-up platform serving the same Thai, Indonesian, and broader SEA gamer base with the same UID-based top-up mechanics. ItemMania now partners with Coda for Korea, evidencing direct product overlap.
- Smile.One: Southeast Asian gaming top-up and gift card platform serving Thai, Vietnamese, and other SEA gamers with similar UID-based top-up mechanics and discounted pricing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
ItemMania social profiles
Digital presenceItemMania compliance and trust
Trust signalCompliance2 records
ItemMania financial estimates
Financial estimateRevenue estimate
Valuation estimate
ItemMania leadership team
Management profileNumber of profiles
ItemMania funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ItemMania M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ItemMania
What does ItemMania do?
ItemMania operates a 24/7 self-serve digital commerce platform that lets individual gamers top up in-game credits via UID for more than 100 PC and mobile titles, and purchase prepaid digital gift cards for gaming platforms such as Steam, Razer Gold, Garena, Riot, PlayStation, Xbox, Nintendo, and Roblox. Transactions are funded through an internal Mileage credit (1 Mileage = 1 THB) deposited via Thai-local payment methods including Mobile Banking, QR Cash, LINE Pay, TrueMoney Wallet, and ShopeePay. The platform also organizes branded e-sports tournaments such as RoV ItemMania Esport with prize pools up to 35,000 THB.
Is ItemMania a public or private company?
ItemMania is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ItemMania founded?
ItemMania was founded in 2020.
Where is ItemMania based?
ItemMania is headquartered in Rat Burana, Thailand, in the Asia region.
How does ItemMania make money?
Three revenue lines are on record. Game Top-Up Transaction Fees are the primary driver. The others are gift Card Sales and mileage Deposit Fees.
Who are ItemMania's main competitors?
Broad incumbents on record are Garena (Sea Limited), Steam (Valve) and PlayStation Store. Others are LINE Pay and TrueMoney (True Corporation). Mol Points is listed as a regional player. Direct peers are Unipin, Razer Gold, Coda (Codashop) and Smile.One.
Does ItemMania have an API?
No public API is recorded for ItemMania.
What industry is ItemMania in?
ItemMania's product category is Gaming Digital Commerce. Its primary akta.pro industry code is MPAFAJAF, Virtual Goods & Digital Item Commerce (skins, cosmetics, DLC), with a secondary code of MPAFAJAC, Billing, Subscription & Entitlement Management (IAP orchestration). Its NAICS code is 459120 and its SIC code is 5945.