GENDA operates approximately 200 arcades and 13,000 mini-location sites in North America, and has outlined plans to accelerate growth through expansion via M&A, PMI initiatives and a broader range of prizes featuring Japanese IP.
GENDA is expanding its North American network, which now comprises approximately 200 arcades and 13,000 mini-location sites. This expansion reflects a strategy combining Kiddleton’s mini-location business, established in 2019, with M&A conducted since 2024. The company expanded its mini-location network in 2024 and pursued acquisitions, including staffed arcades, in 2025, substantially increasing its total number of locations.
As part of its PMI initiatives, the company is swapping the large crane machines at mini-locations for prizes featuring Japanese designs, while introducing more prizes featuring Japanese IP to strengthen its purchasing capabilities across North America. Using its points of contact across approximately 13,000 locations throughout North America, the company is pursuing the exclusive supply of prizes featuring Japanese IP and the rollout of Kiddleton Exclusive prizes. Going forward, it plans to gradually build awareness of prizes featuring Japanese IP and develop a corresponding fan base.
From the perspective of costs and investment recovery, the payback period for a new mini-location is relatively short, at approximately 18 months. The company is also working to improve the efficiency of site visits and prize replenishment through the introduction of business applications such as Kiddleton Force, and is pursuing initiatives to increase the number of visits by rounders. In addition, while GENDA has indicated that it will freeze public offerings for 36 months, it has also explained that it will continue to finance M&A using debt and free cash flow.