Tokyo Defense Takes the Gaming World by Storm with Fortnite Production Venture

Tokyo Defense Enters the Gaming Industry

Tokyo Defense Co., Ltd., based in Shinagawa, Tokyo, has recently made headlines by venturing into the gaming industry after 41 years in real estate management and services. The newly established division, PIXEL PROMO, is dedicated to producing original games for the popular online game Fortnite. This move signals a significant shift for a company traditionally associated with real estate, as it expands into the realm of digital entertainment.

The Connection Between Real Estate and Gaming

At first glance, the decision for a real estate company to enter game development might seem unusual. However, this initiative is deeply rooted in Tokyo Defense's history. The company began creating 3D computer graphics for buildings in the 1990s, long before it became a common practice. This expertise in rendering realistic and appealing spaces has become one of the company's greatest strengths over the years.

The technology for digitally crafting realistic environments aligns perfectly with the creation of worlds within Fortnite. With over 650 million players worldwide and a massive Gen Z community, Fortnite has become a prime marketing platform for businesses. By leveraging 30 years of experience in architectural CG production, coupled with an in-house development system that handles everything from planning to creation, Tokyo Defense is poised to offer affordable high-quality services through PIXEL PROMO.

Services Offered by PIXEL PROMO

1. Fortnite Game Creation: Using Unreal Editor for Fortnite (UEFN), the division produces original games that enhance corporate brand values, making them accessible to smaller businesses that previously could not afford such marketing efforts.
2. Budget-Friendly Plans: Starting at only 500,000 yen, companies can begin marketing tests within Fortnite, thanks to the cost-effective production model.
3. Fully Customized Productions: Each game is tailored to the specific needs and visions of the client, from world-building to game design.
4. Effectiveness Measurement Reports: Clients will receive easy-to-understand reports detailing marketing effectiveness through metrics such as impressions and playtime.

Early Achievements and Response

Even before the official launch of PIXEL PROMO, a variety of games have already generated impressive results. For example, a real-world capture game received approximately 400,000 impressions and 5,121 clicks just ten days post-launch. Another game, Rocket Racing, achieved 600,000 impressions and 5,836 clicks within a week. The Hide and Seek game also made a mark by garnering around 50,000 impressions on its first day.

Insights from Leadership

Kuniaki Yamada, the president of Tokyo Defense, expressed enthusiasm about this new endeavor: "For the last 40 years, we have been focused on the value of spaces where people gather and share time. Whether it's a physical building or a digital world like Fortnite, the essence remains the same. It’s an honor to connect our expertise in architecture with businesses and Gen Z. We aim to expand this venture further, targeting over 50 game productions annually and creating new value from the revenue generated by these games. This is a completely new challenge, but we are confident it will contribute to our clients' businesses."

About PIXEL PROMO

- Business Focus: Production of original Fortnite games and digital content.
- Website: PIXEL PROMO

About Tokyo Defense Co., Ltd.

Founded in 1984, Tokyo Defense specializes in property management, rental, and share house services, continuously striving to support "a comfortable life" adapted to the needs of each era. With over 30 years of experience and trust in the industry, the company is committed to creating new value through innovation.

- Headquarters: 4-4-2 Oi, Shinagawa-ku, Tokyo
- Business Activities: Property management, rental, share house operations, etc.