TOW and DeNA Join Forces to Enhance Real Entertainment Experiences in IP and Sports

TOW and DeNA's Strategic Partnership

TOW Inc. and DeNA Co., Ltd. have announced a foundational agreement to strengthen their collaboration in the realm of real entertainment, with a focus on IP content and sports. This strategic partnership aims to maximize value in their operations and is set to launch a new department called the 'Real Entertainment Activation Department' within DeNA by April 1, 2026.

Background and Purpose of the Partnership

TOW Inc. is committed to a transformative vision aimed at enhancing experiential marketing, which will guide their business growth strategy moving forward. Recognizing the shifting business environment, TOW has developed a 'Growth Vision' that emphasizes expanding client opportunities and areas of engagement.

The core objective is to create valuable experiences that resonate with consumers and bring excitement, empathy, and joy. This new partnership with DeNA will allow both organizations to utilize their complementary strengths to engage audiences through a range of real entertainment experiences, focusing primarily on five key areas: IP content, music, sports, food, and urban commercial facilities.

As digital marketing and AI technologies continue to evolve, the intrinsic value of real-life experiences is becoming increasingly significant. The marketing and entertainment sectors are converging, creating an urgent need for both companies to devise strategic, experience-driven solutions that enhance brand value and support client business growth effectively. TOW seeks to leverage its longstanding expertise in event production and experiential design across diverse real-world settings.

DeNA's Unique Contributions

DeNA has built a robust foundation in the digital landscape, integrating physical assets like sports teams and venues to create holistic experiences for fans. Their portfolio showcases a wealth of collaboration with leading IP holders across various fields, including gaming, anime, and live events. As a result, DeNA has developed appealing customer experiences and is involved in significant urban development projects aimed at enhancing community engagement.

Over the last few years, TOW has collaborated closely with DeNA on various projects, such as managing events for the Yokohama DeNA BayStars. The fruitful cooperation has enabled them to develop a deeper mutual understanding that will be instrumental in the success of this new partnership.

Details of the Agreement

The newly formed 'Real Entertainment Activation Department' will be run collaboratively between TOW and DeNA, marking a pivotal step in their shared commitment to innovating experiential design. The department is tasked with supporting the growth of client businesses through next-generation experiences that foster connections and inspiration within the community.

Planned Services and Solutions

1. API Content Event Planning and Production
The partnership will provide end-to-end support for planning, creating, and managing events that leverage popular IP content, including games and anime.

2. Creation of New Experiences Based on Real Locations
Utilizing commercial spaces, stadiums, and arenas, TOW and DeNA will develop various events that fuse IP content with live entertainment to create unique and appealing experiences.

3. Integration of AI and Digital Technologies
TOW will take advantage of DeNA's AI capabilities and expertise in software development. This collaboration aims to elevate event experiences while exploring opportunities for various digital solutions.