Saudi-Backed Scopely Invests in Umamusume Director’s New Studio AuKnow - Another Bold Move in Japan’s Mobile Gaming Push

Just months after spending $3.5 billion to acquire Niantic’s game division and with it Pokémon GO, Pikmin Bloom, and Monster Hunter Now, Saudi Arabia-owned Scopely is doubling down on Japan. Not by buying another hit, but by backing the people who create them. The publisher has made a strategic investment in Studio AuKnow, a Tokyo-based startup founded by Takuma Akitsu, the former content director of the $2.4 billion-plus mobile juggernaut Umamusume: Pretty Derby. This move signals that Saudi Arabia’s Vision 2030 strategy is evolving. It is no longer just about buying existing IP, but about cultivating the next generation of Japanese mobile talent from the ground up.

The Investment, Scopely Bets on a Start-Up

Scopely, owned by Savvy Games Group and ultimately by Saudi Arabia’s Public Investment Fund (PIF), has made a strategic investment in Studio AuKnow, a studio founded in October 2025 and based in Shinjuku, Tokyo, with 30 employees. The investment amount was not publicly disclosed. Instead of taking an immediate controlling stake, Scopely will provide technical infrastructure support and share global expansion know-how. This hands-off approach mirrors a venture capital-like strategy, allowing the creative team to retain autonomy while benefiting from the publisher’s massive global platform.

This deal follows Scopely’s landmark 2025 acquisition of Niantic’s game business for $3.5 billion, which gave it operational teams in Japan working on Pokémon GO, Pikmin Bloom, and Monster Hunter Now. Together, the two moves paint a clear picture: Scopely is building a permanent bridge to Japan’s mobile ecosystem, one that now spans both established live-service titles and young, creator-led studios.

“We are thrilled to welcome Studio AuKnow to the Scopely family,” said Keiichi Kawai, President of Scopely Japan, in the official press release. “Takuma Akitsu and his team have a proven track record of creating experiences that resonate deeply with players, and we look forward to supporting their vision for a new original IP.” Bobby Loya, SVP of Corporate Development at Scopely, added that the partnership “reflects our commitment to investing in the best creative talent in Japan and helping them bring their ideas to a global audience.” The announcement was made public by the company earlier this month.

The Talent Behind AuKnow, A Dream Team of Mobile Veterans

At the heart of Studio AuKnow is Takuma Akitsu, former content director of Umamusume: Pretty Derby, a title that has earned over $2.4 billion in lifetime sales and would go on to win Best Mobile Game at The Game Awards 2025. Akitsu previously worked at Koei Tecmo Games before joining Cygames, where he helped shape one of Japan’s most successful mobile franchises. He left Cygames in 2024 and founded Studio AuKnow in October 2025.

But Akitsu is not alone. Studio AuKnow’s staff have worked on an impressive roster of blockbusters: Umamusume: Pretty Derby, Pokémon Trading Card Game Pocket, Onmyoji, Final Fantasy VII Rebirth, and Sonic World Adventure. This blend of mobile, console, and cross-media expertise positions the studio as a rare find, a small team with a big-picture understanding of the industry.

The studio is currently developing a new original IP for both mobile and PC platforms. Notably, the business model is built from day one to include a cross-media strategy encompassing anime, manga, music, and live events. This is the same formula that turned Umamusume into a cultural phenomenon in Japan, where the characters exist across games, television, concerts, and merchandise. By embedding this multimedia approach into the fabric of a new IP, AuKnow is aiming to replicate that success on a global scale.

The studio name itself carries symbolic weight. “AuKnow” is derived from Anō-shu (穴太衆), referring to master stone wall builders in Japanese history. The name frames the team as a collective of artisan craftspeople, each contributing specialized skill to construct something lasting. It is a fitting identity for a studio that sees game development as a craft rather than a commodity.

Saudi Arabia’s Vision 2030, From Buy-Hunting to Talent Farming

Savvy Games Group was established with $38 billion in funding as part of Saudi Arabia’s Vision 2030, a sweeping plan to diversify the kingdom’s economy beyond oil and transform it into a global gaming and esports hub. Since then, Savvy has made headlines for its aggressive acquisitions: buying Scopely for $4.9 billion in 2023, investing in major esports organizations, and most recently acquiring Niantic’s game division. The Niantic deal was its biggest Japan play to date, instantly giving it ownership of the most successful location-based game ever.

But the investment in Studio AuKnow represents a subtle but important shift. Instead of buying a finished hit or an established studio, Savvy is now funding the creators of future hits. This is a longer-term, more sustainable approach to dominating the Japanese mobile market. While the PIF’s gaming investments have drawn criticism as part of a broader “sportswashing” strategy, the focus on creator partnerships suggests a longer-term bet on creative independence rather than mere brand acquisition. Rather than paying a premium for proven IP, Scopely is betting that Akitsu and his team can build the next big thing from scratch, with infrastructure support but without the creative constraints of a larger corporate structure.

This strategy aligns with a broader trend in the industry. Japanese creators, traditionally loyal to domestic publishers like Cygames, Nintendo, and Bandai Namco, are increasingly being courted by foreign capital. Western and Middle Eastern investors are offering not just money, but global publishing pipelines, technical support, and creative freedom. For a creator like Akitsu, who has already proven he can build a billion-dollar franchise, the appeal of going independent with a powerful backer is clear.

What This Means for Japan’s Mobile Game Landscape

Scopely now has a direct line to top Japanese mobile talent through both the Niantic acquisition, which gave it operational teams working on Pokémon GO and other live games, and this new partnership with a creator-led indie. The cross-media model, combining games with anime, manga, and live events, is a proven formula in Japan. It powered Umamusume to the top of the charts and kept Fate/Grand Order dominating for years. Scopely’s global publishing platform could amplify this model for a worldwide audience, turning niche Japanese IP into internationally recognized brands.

The competition for Japanese creators is heating up. As more foreign investors enter the market, the landscape is likely to shift. Smaller studios that once had limited options for international publishing now have suitors willing to back their vision without demanding control. This deal could spark a wave of similar investments, as other global publishers race to lock in relationships with proven talent before the pool dries up.

A Foundation Built for the Long Game

Scopely’s investment in Studio AuKnow is more than a typical publisher-studio deal. It is a strategic bet on the belief that the next Umamusume will be built not by a monolithic company, but by a small, passionate team backed by global infrastructure. For Saudi Arabia’s Vision 2030, the message is clear: acquiring Pokémon GO was just the entry ticket. If Akitsu’s artisan collective builds a franchise that resonates globally, it won’t just be a win for Scopely, it will prove that patient capital, not just deep pockets, wins in Japan.