As anime-based games continue to expand globally, CTW Inc. has set itself aside from most of the industry through its browser-first platform G123. Instead of relying on app stores, the company has focused on delivering licensed anime titles that can be played instantly across devices, aiming to lower the barrier to entry for fans worldwide.
Some of their titles include Arifureta: From Commonplace to World’s Strongest – Rebellion Soul (which recently had a collaboration with HIGH SCHOOL OF THE DEAD), Kakegurui ALL IN, In Another World with My Smartphone: Fantasia Connect, Miss Kobayashi’s Dragon Maid Fantasia, The Apothecary Diaries: Palace Chronicles, and the latest release, Shakugan no Shana: Blaze Edge.
That approach comes with clear advantages, but also trade-offs, particularly around discovery, performance, and platform control. At the same time, CTW has continued to grow its international presence, including opening a New York office, while working closely with rights holders to adapt popular anime and manga IP into interactive experiences.
In this interview, CTW CEO Ryuichi Sasaki discusses the realities of building a browser-based gaming platform, how it approaches monetization and localization, and what the future of G123 looks like as both a distribution model and a long-term ecosystem. Read on for the full interview.
Q: Browser-first is clearly your core bet with G123. In 2026, where do browser-based games outperform native mobile apps, and where do you still feel disadvantaged compared with traditional app store distribution?
A: The first advantage is accessibility. All G123 games run instantly in the browser, require no installation, and do not depend on high-end hardware. This lowers the barrier to entry and allows players to access games seamlessly across devices, including desktop, laptop, tablet, or mobile.
A second advantage is economic efficiency. With direct web distribution, we are not subject to typical app store commissions, which allows us to reinvest more into product development, content, and user acquisition.
Beyond that, the browser model also enables a more direct relationship with our users. Compared with app-based ecosystems, we have greater flexibility in how we collect and analyze first-party user data, run experiments, and optimize the player experience. This reduces reliance on third-party platform policies and allows us to iterate more quickly based on real user behavior.
At the same time, there are trade-offs. Native app platforms still offer strong built-in discovery and highly optimized performance, as well as deeper integration with device-level features.
To address discovery, we continue to invest in paid user acquisition, similar to mobile game publishers. However, one of the advantages of operating as a browser-based platform is the ability to build a more direct relationship with users and leverage first-party data more effectively.
Because we have greater flexibility in how we collect and analyze user behavior, we are able to optimize targeting, creatives, and conversion funnels more dynamically. This allows us to deploy marketing spend more efficiently and continuously refine performance based on real-time user insights.
In that sense, browser-based games tend to outperform in accessibility, speed of iteration, and platform control, while native apps continue to lead in discovery ecosystems and certain high-performance experiences. We view the two as complementary, but remain focused on maximizing the strengths of a browser-first approach.
Q: G123 allows players to start playing immediately without creating an account, while also offering cross-device progress syncing. How do you decide when to ask a user to register, and how do you make that moment feel natural rather than disruptive?
A: Our philosophy is to delay friction until value is proven. Players can start instantly without registration, and continue playing without interruption.
We introduce registration based on engagement signals—typically after a player has spent time in the game or reached a meaningful milestone. At that point, the goal is not to enable basic functionality, but to enhance the overall experience.
Registration allows us to build a more direct relationship with the player. This includes communicating updates, events, and promotions more effectively, as well as better understanding player preferences and feedback to improve the game over time.
We also make sure to immediately reinforce the value of registering—whether through personalized content, rewards, or clearer communication of upcoming in-game opportunities.
Equally important is minimizing friction, with simple login options and lightweight steps at these natural touchpoints. The goal is to make registration feel like an optional upgrade to the experience, rather than a requirement.
Q: Many G123 titles are based on well-known anime and manga IP. What qualities make a series particularly well suited for a browser-based adaptation?
A: When selecting an anime series for development by G123, the starting point is always respect for the original work and its fandom. We look for IPs where there is a strong emotional connection between the audience and the characters, because that connection is what makes a game experience feel authentic.
From there, we consider how well the world and characters can translate into an interactive format. IPs with rich character lineups and strong fan attachment tend to work well in a live environment, where we can continue to introduce new content, events, and interactions that resonate with players over time.
We also look at accessibility. Because G123 is browser-based, the experience needs to be easy to pick up and play across devices, so more fans can engage with the IP without friction.
Ultimately, our goal is to create an experience that feels true to the original while giving fans a new way to interact with the characters and worlds they care about.
Q: G123 titles are supported through a mix of ads and in-game purchases. When working with licensed anime IP, what design principles do you follow to ensure monetization does not undermine the story or make players feel the game is a “cash grab”?
A: Fundamentally we believe monetization should never compromise the narrative or create unnecessary barriers to enjoying a story. A player’s experience with the characters and story should be organic and fufilling without the need to spend.
With that in mind our design philosophy is such that free to play users can progress through the game meaningfully and enjoy the IP that brought them to the game in the first place.
In practice, our monetization is primarily driven by in-game purchases, and we have chosen not to incorporate in-game advertising, as we want to avoid interrupting the gameplay experience.
In-game purchases are intended to enhance the experience rather than gate core content. Paid features are generally generally focused on convenience, progression support, and optional enhancements rather than restricting access to core gameplay.
We aim to avoid to creating unfair advantages and story progression is generally not locked behind paywalls.
Our goal is to create an experience that players want to support because they enjoy it, and not one that pressures them into paying.
Q: The platform restricts purchases for users under 18 and filters content based on age. How do you approach age-gating and player safety across multiple countries, and what are the biggest challenges of implementing those systems on a browser-based platform?
A: From a monetization perspective, we are mindful that our approach should not target or rely on minors. Our design philosophy is to ensure that spending is optional and that players can enjoy the core experience without pressure.
At the same time, we recognize that our platform is accessible globally and may be used by a broad audience, and not all content may be suitable for younger users.
Given our browser-based, no-registration entry point, implementing traditional age verification systems can be challenging. However, our Terms of Service state that minors must obtain permission from a parent or guardian before using the site.
G123’s approach to player safety is grounded in transparency and clear communication of responsibilities. We design our purchase flows to be clear and deliberate to reduce the risk of unintended transactions.
As we expand globally, we are actively exploring ways to better restrict or limit usage by minors and to improve how content is presented to different audiences, as part of our effort to contribute to a safer online environment.
The main challenge is balancing accessibility with compliance across different jurisdictions, as browser-based platforms typically have less control over user identity compared to account-based systems.
Q: Your games are developed under official licenses and supervision from rights holders. In practical terms, what does that supervision process look like, and where do licensors most often challenge or push back during development?
A: This process is a structured and collaborative workflow, starting from the earliest stages of conceptualization and continues through to the final pre-launch approval. Throughout this journey, character design, narrative direction, and overall experience are aligned with the IP holder’s guidelines and expectations.
From our side, CTW acts as the bridge between IP holders and the development teams. We engage developers who are already passionate about the IP, refine their proposals internally, and then present them to the licensor, who ultimately has final approval authority.
In practice, licensor feedback is most active around areas that directly impact the integrity of the original work—particularly character portrayal, storyline consistency, and tone. For example, licensors will often challenge interpretations that deviate from established character personalities or introduce elements that could be perceived as inconsistent with the original narrative universe. There is also close scrutiny on visual design and UI presentation, especially to ensure that the look and feel remain authentic to the brand.
Rather than viewing this as a constraint, we see it as a critical part of the value creation process. Our role is to translate these requirements into practical development guidance and help both sides reach alignment efficiently. Because we have repeated experience working across multiple IPs, we are able to anticipate common areas of concern early and address them proactively before formal review.
This structured, iterative review process ensures that the final product remains faithful to the original creators’ vision while still being optimized for gameplay and global audiences. Over time, this approach has helped us build strong trust with IP holders, as they see that our priority is not only commercialization, but also the long-term integrity and expansion of their franchises.
Q: CTW has emphasized localization as a key part of expanding G123 globally. Beyond translation, what cultural adjustments are most important when adapting anime-based games for players in North America or Europe?
A: Respect for the original material is the cornerstone of our work. Anime has its own tone and emotional weight that draws international audiences in from the start, and our goal is never to dilute it in any way.
At the same time, there are nuances related to language, user interface, and gameplay that vary from one country to another.
Successful localization goes beyond translation and requires finding the right balance between preserving the soul of the original story and ensuring that the gameplay remains intuitive for international players. In practice, the most important cultural adjustments tend to be around player experience and behavior.
For example, players in North America and Europe often expect more intuitive onboarding, clearer progression systems, and faster-paced early gameplay, while preferences around UI layout, event structure, and monetization design can differ meaningfully from Japan.
Our approach is to adapt these elements without changing the core identity of the IP, so that the game feels natural and accessible to local players while remaining faithful to the original anime.
Technology also supports this process—our internal infrastructure and AI tools help accelerate translation, asset adaptation, and real-time content updates. However, localization decisions themselves remain highly curated, with human oversight to ensure that each adjustment enhances the player experience without compromising the integrity of the original work.
Q: CTW recently opened an office in New York City. What opportunities does having a physical presence in the United States create, and what would success look like one year from now?
A: Opening a US office is a key step in our strategy to expand globally and better serve global audiences and reflects our commitment to making the United States a core growth market for the company.
The main opportunity in opening an office in New York lies in being closer to the US anime and gaming ecosystem. New York, in particular, gives us access not only to a large and highly engaged fan base, but also to media, content creators, and strategic partners that are critical for building brand awareness at scale and give us direct, real-time insight into player expectations and cultural preferences.
A local presence also enables more proactive marketing and positioning, rather than relying solely on remote analysis and allows us to react more quickly to market trends and player behavior.
It further opens opportunities for deeper engagement, including participation in conventions and other industry events, strengthening brand visibility within an active anime fan community and positioning CTW as a long-term participant in the global anime and gaming ecosystem, rather than a remote platform operator.
Within one year, success would be reflected in measurable growth in English-language user acquisition and engagement particular in the US Market, alongside the development of selective partnerships with US-based creators, developers, and marketing channels that support our platform expansion.
We would also expect to see increasing visibility in tier-one media and stronger recognition of the G123 platform among Western anime fans. Just as importantly, the office should be fully integrated with headquarters, acting as a bridge between US market insights and global product and publishing decisions so that US market feedback directly informs our content strategy and future game pipeline.
Q: When describing the scale of G123, the company often references both total “IDs issued” and active user numbers. Which of those metrics best reflects the health of the platform, and how should partners interpret them?
A: “IDs issued” reflects the platform’s total reach and historical footprint, showing how many users have engaged with G123 over time. It provides insight into the breadth of user access and how widely the platform has been distributed over time…
Monthly Active Users (MAU), on the other hand, is an important indicator of current health and engagement, reflecting how many users actively return and interact with the games today.
For partners and readers, the key distinction is that IDs issued represents cumulative scale, while MAU reflects present momentum and engagement. These metrics are designed to be viewed together—IDs issued highlights the scale of our distribution model, while MAU reflects ongoing engagement.
Given G123’s frictionless, browser-based nature, broad user access is a core part of our strategy, and IDs issued helps illustrate that reach. At the same time, we continue to focus on maintaining and improving user engagement across that base.
Q: Looking ahead, do you see G123 primarily as a platform for individual licensed games, or are you working toward something closer to a broader anime gaming ecosystem where multiple titles and communities connect?
A: For now, we are focused on operating as a platform for individually licensed titles, each with its own distinct gameplay and dedicated community. This approach works well, as anime IPs tend to have deeply engaged and passionate fanbases.
That said, we are constantly thinking about how the platform could evolve over time, including whether there are opportunities to create more connected experiences across titles. The goal is for players to come in for a specific title or IP and over time have opportunities to discover other games and content on the platform that align with their interests.
We are also exploring these ideas at a conceptual level, while remaining grounded in our current model of individual IP-driven titles.
In the short term, we are building a strong portfolio of individual titles. Over the longer term, we believe there is potential to further enhance the platform experience, but any broader ecosystem development would be gradual and carefully aligned with our core IP-based approach.
CTW’s browser-first strategy has a deliberate trade-off: they put the priority on accessibility, flexibility, and direct user relationships over the built-in discovery advantages of traditional app stores. As G123 continues to expand globally, the company is focusing on strengthening its portfolio of licensed titles while gradually exploring ways to evolve the platform beyond standalone experiences.
With continuous investment in localization, partnerships, and international presence, CTW is aiming to become a long-term player in the global anime gaming space, while maintaining a model centered on accessibility and IP-driven engagement.
We would like to thank Ryuichi Sasaki for taking the time to answer our questions, as well as the CTW team for their support in making this interview possible.
You can check G123’s official website for more details on all their games.
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