Report

Mixi Report: FY2013 Business Results

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The FY2014 business results demonstrate a strategic pivot toward new growth areas after a period of declining sales and income. Net sales fell 3 % from ¥12,632 million in FY2013 to ¥12,155 million in FY2014, while operating income contracted sharply from ¥2,574 million to ¥480 million, resulting in a net loss of ¥227 million. The decline is largely attributed to reduced performance in the traditional “mixi” social networking segment, which has been restructured toward network advertising and staff redeployment to higher‑margin initiatives. In contrast, the Content Group’s flagship mobile game Monster Strike delivered a robust recovery: fourth‑quarter sales rose 143.8 % to ¥5,798 million, operating income reached ¥990 million, and net profit stood at ¥1,345 million. Monster Strike’s success is linked to aggressive marketing, including nationwide TV commercials and a focus on multiplayer features that encourage daily play among friends. The company plans to expand the game overseas, targeting China, Hong Kong, Macau, and Taiwan, with a partnership with Tencent to localize the service. Other segments—Media and Life Events—continue to grow. The “nohana” photobook business achieved a 16 % increase in paid purchase rates, while the “Find Job!” job‑advertising service maintained a stable user base of 700 k members. Mixi’s equity ratio improved to 84.5 % after a ¥6.5 billion public offering, and a five‑for‑one stock split is scheduled for July 1 2014. Overall, the report highlights a shift from legacy social networking to diversified content and advertising services, with Monster Strike as the primary catalyst for returning profitability.

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