Solving Environmental Challenges with the 'Power to Engage': SEGA XD and Hibiya-Kadan Form Comprehensive Business Alliance

SEGA XD Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; President & CEO: Hidetaka Tani; hereinafter 'SEGA XD'), which develops gamification businesses, and Hibiya-Kadan Co., Ltd. (Location: Minato-ku, Tokyo; President: Hiroaki Miyajima; hereinafter 'Hibiya-Kadan'), which operates businesses related to flowers and greenery, have concluded a comprehensive business alliance aimed at utilizing gamification in the natural and environmental fields.

This partnership incorporates 'gamification'—applying the power of games that captivate people to non-game fields—to solve various issues in the natural and environmental sectors through the development of solutions that promote environmental education and support the efficiency of environmental infrastructure maintenance.

In recent years, technological advancements in the natural and environmental fields have accelerated efforts toward a decarbonized society. However, there is concern that fewer opportunities for children to interact with nature and plants are hindering the development of a sense of ownership regarding environmental actions, thus stalling behavioral change. Furthermore, the aging of street trees and environmental infrastructure is increasing the burden of maintenance and inspection for governments and businesses.

Meanwhile, gamification has achieved results in education and business, and is expected to be a new approach to promote behavioral change due to its strengths in improving motivation, enhancing continuity, and facilitating understanding.

Given this background, SEGA XD and Hibiya-Kadan have entered into this alliance to fuse SEGA XD's gamification know-how with Hibiya-Kadan's expertise in the natural and environmental fields, aiming to solve these issues and create new value. As the first step, they will plan and develop a 'Hana-iku Card Game' aimed at increasing opportunities for children and many others to take an interest in and interact with nature and plants, with a target release within fiscal year 2026.