Pincool, Inc. Logo
Pincool, Inc. Logo
Pincool, Inc. Logo | Courtesy of Pincool

NetEase Games Introduces PinCool, a Multi-talented Tokyo-based Studio “Set to Revolutionise Global Entertainment”

Under the guidance of Dragon Quest veteran Ryutaro Ichimura, the new studio say they're ready to produce exceptional entertainment experiences for a global audience

In an exciting development from the world of video games, NetEase Games has officially announced the birth of a new gaming studio, PinCool, Inc. Based in Tokyo, Japan, this dynamic new addition to the NetEase Games family is poised to shake up the global entertainment scene with its extensive capabilities spanning video games, film creatives, live events, and intellectual property (IP) licensing.

PinCool’s team comprises esteemed industry experts with a wealth of knowledge and experience across the spectrum of interactive entertainment. The studio is helmed by Representative Director and President Ryutaro Ichimura, whose 20-year tenure in the games industry is nothing short of illustrious. Ichimura’s impressive portfolio includes leading production roles in the iconic Dragon Quest franchise, as well as involvement in live events, exhibitions, and anime properties such as “Dragon Quest: The Adventure of Dai”.

Joining the PinCool board is Takashi Ogura, a veteran in online business development, branding, and marketing with successful projects such as “Doraemon” at Epoch Co., Ltd., “Duffy” at Oriental Land Co., Ltd., and “Dragon Quest: The Adventure of Dai” at Square Enix Co., Ltd.

PinCool’s ambition is to utilise its broad knowledge base and unique skills to deliver high-quality entertainment experiences to audiences all over the world. Although their primary focus will be on game console titles, the studio is also poised to plan and produce a variety of other entertainment offerings.

“‘Creativity to make life more enjoyable’ encapsulates our philosophy. The company name comes from the Japanese phrase ‘pin to kuru,’ expressing when an idea clicks. The English name ‘PinCool’ is pronounced similarly and is stylized to include the English word ‘cool’ as well.” said Ryutaro Ichimura, President PinCool. “We offer something you won’t find anywhere else. We aim to deliver fun experiences to people across the globe through projects that take advantage of the kind of new ideas that come from untethered creative freedom. We also aim to release smaller titles while we continue our work on large-scale titles. I’m looking forward to what lies in store in the adventure of PinCool!”

NetEase Games shared their enthusiasm about Ichimura joining the team and heading PinCool. Simon Zhu, Global President of Investments and Partnerships at NetEase Games, stated, “As a company that is passionate about creating immersive gaming experiences, we recognize the significant role that Ichimura-san played in the development of the Dragon Quest series. We believe that his commitment to quality and to building innovative experiences is one of the reasons why the Dragon Quest franchise has endured for so long, he has shaped the RPG genre and inspired countless game developers around the world so we’re very excited to see him join NetEase Games and begin a new journey with PinCool. We are committed to creating an environment at NetEase Games for Ichimura-san to thrive, explore new ideas, and continue creating unforgettable gaming experiences for game lovers.”

PinCool, Inc., established in May 2023 and wholly owned by NetEase Games, is based in Tokyo and primarily focused on developing console game titles. The studio will also consult on and expand into other areas of interactive entertainment, you can find out more on the website at

NetEase Games, a division of NetEase, Inc., is a leading global developer and publisher of video game IP across multiple genres and platforms. Their impressive portfolio includes games like Knives Out, Harry Potter: Magic Awakened, and Naraka: Bladepoint, as well as partnerships with major entertainment brands.

With the launch of PinCool under the seasoned leadership of Ryutaro Ichimura, what sort of games or entertainment experiences are you excited to see? Share your thoughts and predictions in the comments section below or join the conversation on the Gaming.Buzz Community Discord.

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