Japanese arcade operator GENDA Inc. and trading card game publisher Bushiroad Inc. have signed a partnership agreement to jointly expand overseas, combining arcade operations with anime-themed entertainment.
Under the deal, GENDA’s international network of GiGO entertainment centers will host Bushiroad intellectual property through merchandise sales, themed events, and promotional campaigns across North America, Europe, and Asia. The companies have already tested their collaboration at Bushiroad EXPO events abroad, where GENDA operated branded booths.
GENDA, which has grown aggressively through acquisitions since its 2023 listing, runs approximately 1,100 venues and 14,000 mini-gaming locations spanning 11 countries. The Tokyo-based company projects North American sales reaching ¥44 billion ($280 million) by fiscal 2027. Bushiroad, known for franchises including Cardfight!! Vanguard and BanG Dream!, generated about 40% of its trading card revenue overseas last year and is targeting half of total sales from international markets by 2030.
The arrangement extends existing collaborations where GENDA provided exclusive prize items and operated themed cafes for Bushiroad properties. The expanded partnership will integrate Bushiroad content into GENDA’s karaoke and food-and-beverage operations.
Whether the formalized tie-up meaningfully accelerates growth for either company remains uncertain, given both already operate internationally and have worked together informally for years.
