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DEA Lab: A New Venture in Gamification

Digital Entertainment Asset Pte. Ltd. (DEA), a Singapore-based entity founded by Naoto Yoshida and Kozo Yamada, has officially launched the DEA Lab. This initiative aims to harness the power of gaming mechanics to address societal challenges, marking a pivotal shift in how gamification is perceived in Japan and beyond. With an eye on a 2026 IPO in the Tokyo Stock Exchange, DEA is strategically positioning itself to elevate Japanese technologies and content on a global scale.

Background and Purpose of DEA Lab

Previously, DEA has focused on developing 'Play to Earn' and 'Gamification' concepts to promote social contributions. The newly established DEA Lab will introduce the concept of "Public Play Design" which aims to go beyond simply adding game elements such as points and badges to existing activities. Instead, the lab intends to re-imagine social systems into structures where people can engage in 'play' actively and passionately.

Beginning in January 2026, as part of its new corporate structure in Japan, the DEA Lab will collaborate with large enterprises, government bodies, and academic institutions. Through its three core functions — R&D consulting, knowledge hub media, and community engagement — the lab is set to accelerate the production of games designed for social problem-solving.

Ongoing Projects and Partnerships

The DEA Lab has already garnered attention from industry leaders, and a variety of co-creation projects are underway.

1. Expanding Citizen Participation Model in Infrastructure Inspections
The citizen-participation game, "PicTrée," which was developed in partnership with Tokyo Electric Power Company, is expanding its collaborative efforts. Starting in February 2026, the lab will join forces with Okinawa Electric Power Company and NTT West Japan to initiate a new season of this game in Okinawa. This collaborative model actively engages citizens in maintaining essential public utilities like electricity and telecommunications.

2. Exploring New Solutions with Partners
DEA is working with its capital and business alliance partner, ASICS Corporation, to develop games that address lifestyle issues, as well as collaborating with BioSearch, which specializes in brainwave device solutions. These initiatives exemplify the broad discussions surrounding gamification as a methodology for problem-solving across various sectors including construction and mental health.

Building a Community and Sharing Knowledge

The DEA Lab's mission is not limited to R&D; it actively seeks to cultivate industry enthusiasm and create a rich community network.

1. Hosting Real Events
In partnership with Signing Corporation, led by co-CEO Junshiro Kameyama, the DEA Lab will hold regular real-world events focusing on the future of gamification and Web3. The first event is scheduled for January 19, 2026, in Tokyo, with further details to be revealed soon.

2. Sharing Knowledge Across Multimedia Platforms
The lab will engage in disseminating knowledge through various mediums, including articles, videos, and podcasts, showcasing examples of Public Play Design as well as cutting-edge developments in Web3 and gamification, ultimately enhancing knowledge within the industry.

New Initiative for DEP Holders: DEA Lab Special Agents

Beginning at the end of January 2026, the DEA Lab will introduce the "DEA Lab Special Agent" program for holders of the DEAPcoin (DEP). This initiative aims to elevate holders beyond mere investors or fans, allowing them to participate as co-creation partners in the development processes within the lab and gradually engage in community activities.

A Vision Towards 2026

According to Naoto Yoshida, CEO, the establishment of the Japanese corporation in 2026 represents a new phase for DEA. Their vision is to harness the power of Web3 and gaming to solve Japan's pressing social issues transforming it into a public asset. The DEA Lab will serve as a testament to the immense potential of Japanese creativity and innovation in play, ultimately challenging conventional societal norms. The company's aspirations do not stop at listing on the Tokyo Stock Exchange but extend towards significantly altering the rules of engagement in society, making them more entertaining and accessible.

For further inquiries, please reach out via the contact form.

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About Digital Entertainment Asset Pte. Ltd.
Founded in August 2018, DEA is a global web3 entertainment firm based in Singapore. The company specializes in developing Play to Earn games, operates the problem-solving game platform "PlayMining," as well as an NFT marketplace called "PlayMining NFT," and issues its own cryptocurrency, DEAPcoin (DEP). Driven by the collaborative efforts of co-founders Naoto Yoshida and Kozo Yamada, DEA has amassed decades of experience in creating hit games and producing web television programs along with a profound grasp of NFT gaming dynamics.

Locations:
20 ANSON ROAD #11-01 TWENTY ANSON SINGAPORE 079912
Year Established: 2018
Business Focus: Problem-solving game platform