Revolutionizing Stagnant Internal Events: SCARZ Proposes "Esports x Team Building" as a New Option
XENOZ Inc., which operates the esports team "SCARZ," planned and managed an internal esports tournament using fighting games for J. Front Retailing Group's new company, J. Front Prime Space Inc., at their merger commemorative employee exchange party. Approximately 200 employees participated, contributing to fostering a sense of unity during a major period of organizational change. This initiative is gaining attention as a new model case applying the value of esports—"promoting interaction beyond organizational and hierarchical barriers"—to corporate events.
📋 Article Processing Timeline
- 📰 Published: March 31, 2026 at 18:50
- 🔍 Collected: April 1, 2026 at 13:39 (18h 49m after Published)
- 🤖 AI Analyzed: April 22, 2026 at 00:36 (490h 56m after Collected)
XENOZ Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Munekazu Horimoto), which operates the esports team "SCARZ," was responsible for planning and managing an internal esports tournament using fighting games at the merger commemorative employee exchange party for J. Front Retailing Group's new company, "J. Front Prime Space Inc. (JFPS)," on February 19, 2026.
Many of the approximately 200 participating employees commented, "It was the best ever" and "I truly felt the expansion of the company's scale," contributing to fostering a sense of unity during a major period of organizational change, such as a corporate merger.
This initiative is attracting attention as a new model case that applies the value of esports, which is "promoting interaction beyond organizational and hierarchical barriers," to corporate events.
## Creating an "Emotionally Moving Experience" at a Turning Point of Corporate Integration
In March 2026, two companies of the J. Front Retailing Group, which operates Daimaru, Matsuzakaya, and Parco, merged to form a new company, "J. Front Prime Space Inc.," with the aim of strengthening their interior design and building management businesses. At this timing, when two companies with different organizational cultures were becoming one, we were commissioned to create a "psychological sense of unity" that could not be achieved through traditional social gatherings.
The venue was "TODA HALL," which opened in November 2024. The first half began with a kagami-biraki (sake barrel breaking ceremony) and standing reception, followed by a fighting game team tournament in the second half, complete with sound and visual effects akin to a professional esports competition.
## Three Features of This Project
1. AI Assist Mode where even beginners can be the "star"
To allow even those new to fighting games to enjoy, a "Dynamic Mode" with AI assistance was introduced. Since optimal moves are activated just by pressing a button, an environment was created where beginners and experienced players could compete on equal terms.
2. Team formation that transcends "organizational barriers"
Random team formation of three people, transcending departmental and former company boundaries, transformed "first-time" relationships into "teammates cheering each other on with all their might" in just a few minutes. The entire venue became united in cheering.
3. "Emotionally stirring" professional-grade production
Giant monitors, heavy bass, and live commentary. Spectators surrounded the game space set up in the center of the venue, creating an atmosphere as intense as a professional tournament. The finale featured an exhibition match between the presidents of both companies, bringing the venue to its peak excitement.
## Participant Reactions and Future Developments
Keywords: esports, Z generation, marketing, internal events, organizational revitalization, employee engagement, corporate social gathering, J. Front Retailing, SCARZ
Many of the approximately 200 participating employees commented, "It was the best ever" and "I truly felt the expansion of the company's scale," contributing to fostering a sense of unity during a major period of organizational change, such as a corporate merger.
This initiative is attracting attention as a new model case that applies the value of esports, which is "promoting interaction beyond organizational and hierarchical barriers," to corporate events.
## Creating an "Emotionally Moving Experience" at a Turning Point of Corporate Integration
In March 2026, two companies of the J. Front Retailing Group, which operates Daimaru, Matsuzakaya, and Parco, merged to form a new company, "J. Front Prime Space Inc.," with the aim of strengthening their interior design and building management businesses. At this timing, when two companies with different organizational cultures were becoming one, we were commissioned to create a "psychological sense of unity" that could not be achieved through traditional social gatherings.
The venue was "TODA HALL," which opened in November 2024. The first half began with a kagami-biraki (sake barrel breaking ceremony) and standing reception, followed by a fighting game team tournament in the second half, complete with sound and visual effects akin to a professional esports competition.
## Three Features of This Project
1. AI Assist Mode where even beginners can be the "star"
To allow even those new to fighting games to enjoy, a "Dynamic Mode" with AI assistance was introduced. Since optimal moves are activated just by pressing a button, an environment was created where beginners and experienced players could compete on equal terms.
2. Team formation that transcends "organizational barriers"
Random team formation of three people, transcending departmental and former company boundaries, transformed "first-time" relationships into "teammates cheering each other on with all their might" in just a few minutes. The entire venue became united in cheering.
3. "Emotionally stirring" professional-grade production
Giant monitors, heavy bass, and live commentary. Spectators surrounded the game space set up in the center of the venue, creating an atmosphere as intense as a professional tournament. The finale featured an exhibition match between the presidents of both companies, bringing the venue to its peak excitement.
## Participant Reactions and Future Developments
Keywords: esports, Z generation, marketing, internal events, organizational revitalization, employee engagement, corporate social gathering, J. Front Retailing, SCARZ