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NetEase taps Dragon Quest producer to lead new Tokyo studio PinCool

PinCool will strive to create "entertainment content" for a global audience.

Chris Kerr

May 30, 2023

1 Min Read
The PinCool logo

NetEase has established a new Japanese studio called PinCool to create "global entertainment content."

Dragon Quest VIII and Dragon Quest IX lead producer Ryutaro Ichimura will take charge of the studio, which will become a part of the NetEase Games division.

The multifunctional studio will primarily focus on developing games for console platforms, but will also be involved in "planning and producing a range of additional forms of content."

"PinCool is a studio comprised of industry experts with extensive experience in different facets of the interactive entertainment field, including video games, movie creatives, live events and IP licensing," reads a press release.

PinCool's plans

"[The studio] plans to leverage its diverse knowledge as an entertainment production company to provide high-quality entertainment experiences to users worldwide."

Ichimura said the Tokyo-based studio will use creativity to "make life more enjoyable," and noted the company name is derived from the Japanese phrase "pin to kuru," which expresses when an idea clicks.

"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," they add. "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."

This is the latest in a string of new openings for NetEase. Since the turn of the year, the Chinese company has established or acquired multiple new studios including Bad Brain Game, Anchor Point, Spliced Inc, and SkyBox labs.

About the Author(s)

Chris Kerr

News Editor, GameDeveloper.com

Game Developer news editor Chris Kerr is an award-winning journalist and reporter with over a decade of experience in the game industry. His byline has appeared in notable print and digital publications including Edge, Stuff, Wireframe, International Business Times, and PocketGamer.biz. Throughout his career, Chris has covered major industry events including GDC, PAX Australia, Gamescom, Paris Games Week, and Develop Brighton. He has featured on the judging panel at The Develop Star Awards on multiple occasions and appeared on BBC Radio 5 Live to discuss breaking news.

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