MIXI
Founded in November 1997 in Japan as E-Mercury, Inc., and later changing its name to MIXI, Inc., the company is a digital entertainment and lifestyle service provider focused on enriching communication and inspiring moments of joy. Based in Tokyo, MIXI’s core mission is to create spaces and opportunities that enable truly meaningful connections rather than simply connecting people efficiently.
About MIXI
Recent Group Expansion and Infrastructure Milestones
MIXI has recently focused on global expansion and building new infrastructure. In September 2025, the company made a significant move into the international betting market by acquiring shares in PointsBet Holdings Limited. This addition brings betting operations in Australia and Canada into the MIXI Group.
Just before that, in December 2024, MIXI launched the social network service mixi2. Earlier in 2024, the company demonstrated its commitment to technological advancement by acquiring shares in the operator of the conversation AI service, AI Chat-kun, in May. This step aligns with MIXI’s strategy to use AI to boost creativity and reinvent play. The company also expanded its physical assets by completing the large-scale multipurpose arena, LaLa arena TOKYO-BAY, in April 2024.
These actions underpin MIXI’s “User surprise first” philosophy. The company uses this principle to guide all decisions, ensuring every new product or feature offers a pleasant surprise and fosters deep emotional ties among users.
Key Product Launches and Business Diversification
MIXI divides its diverse portfolio into Digital Entertainment and Sports (MIXI RED), focused on excitement, and Lifestyle Businesses (MIXI ORNG), which provides comfort. The group solidified its sports betting vertical in June 2020 with the launch of TIPSTAR, a service dedicated to keirin and auto race betting.
The company previously made strategic investments in sports teams. It acquired shares in the professional football team operator FC Tokyo in February 2022 and the professional basketball team operator Chiba Jets Funabashi in October 2019. In the digital entertainment space, the mobile game Kotodaman was acquired in October 2019, joining the massive mobile game phenomenon MONSTER STRIKE, which officially launched in October 2013 and remains a primary growth driver.
For its lifestyle segment, MIXI introduced the family photo & video sharing app FamilyAlbum in April 2015. Preceding this, the direct salon staff booking app minimo launched in January 2014. These products reflect MIXI’s mission to leverage technology and data to inspire communication and deliver joyful, shared customer experiences globally.