DeNA establishes BAKERU to drive new business creation

DeNA has announced the establishment of BAKERU Co., Ltd., a specialized subsidiary dedicated to new business creation. Established on August 17, 2026, the company operates as a startup studio designed to rapidly validate hypotheses and scale them into significant enterprises.

The primary objective for BAKERU is to develop businesses from the ground up that can achieve annual sales of 10 billion yen and operating profits of at least 1 billion yen. The subsidiary is built upon the foundation of DeNA’s Innovation Business Division, which is already managing approximately ten new business projects.

BAKERU will utilize a three-step process—finding, rapid verification, and nurturing—to reduce uncertainty through high velocity. While leveraging DeNA’s capital, talent, and technology, the organization intends to operate independently and recruit entrepreneurial talent from both inside and outside the company. Ryuji Harimoto, formerly the Deputy General Manager of DeNA’s Innovation Business Division, has been appointed as President and Representative Director.