DeNA (pronounced “D-N-A”) develops and operates a broad range of mobile and online services including games, e-commerce and entertainment content distribution. Established in Tokyo in 1999 as a small startup with the launch of an online auction service, DeNA has continuously expanded its business portfolio. Since its founding, DeNA's culture has remained rooted in the idea of constantly embracing new challenges. Rather than sticking to a specific business domain, DeNA has evolved by launching one pioneering business after another, many of which have become major drivers of the company's growth.