Japanese esports organisation REJECT has announced a partnership deal with AnyMind Group Inc., a technology company headquartered in Japan.
The agreement between the two parties centers on two main goals. First, REJECT will use AnyMind Group’s social media and social commerce systems to help its players, content creators, and VTubers (virtual online personalities) find more opportunities to work with brands and earn money from their content.
Second, the two companies plan to build a marketing network that connects the gaming and esports industries across different countries. This is meant to help game developers, both in Japan and abroad, market their games to Japanese audiences.
REJECT mentioned that esports and gaming content have been growing quickly, especially across the Asia-Pacific region. As a result, game companies are increasingly relying on partnerships with content creators and esports teams to reach players.
At the same time, companies that want to market their products in different countries often need local knowledge, industry connections, and the right creators to work with in each region. REJECT says this partnership is meant to address that need by combining REJECT’s talent and community with AnyMind Group’s technology and international network.
Henry Zhao, Vice President of Global Business, REJECT Inc., said (translated from Japanese), “By leveraging AnyMind Group’s platform and global network, our affiliated athletes and creators can further enhance their digital presence and expand their opportunities for success. We also look forward to creating long-term value together through collaboration with our brand partners.”
Ben Chien, Managing Director of AnyMind Hong Kong, said (translated from Japanese), “We are delighted to have formed a partnership with REJECT, a leading name in Japanese esports and youth culture. By combining REJECT’s compelling IP with AnyMind Group’s core platforms, “AnyTag” and “AnyCreator,” we will create an ecosystem that fosters new growth opportunities by providing an environment where creators and players can thrive across borders.”
The 2026 financial year has already proven to be a busy one for REJECT, as the organisation continues to grow its roster of commercial partners. In June alone, the organisation revealed new partnerships with eye care specialist Rohto Pharmaceutical, beanbag and lifestyle brand Yogibo, and Japanese food and biotechnology giant Ajinomoto Co., Inc. These followed an earlier sponsorship agreement with NURO, a communications service brand operated by Sony Network Communications.
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