Bain Capital Reaches Agreement on Capital Participation by KRATFON Inc. to ADK Holdings Inc.

TOKYO – June 24, 2025 – Bain Capital, a leading global private investment firm, today announced that it has entered into a definitive agreement with KRAFTON Inc. (“KRAFTON”) on strategic partnership and capital participation to ADK Holdings Inc. (“ADK HD”).

ADK HD provides advertising and marketing support, along with anime and content services, playing a critical role in helping clients to achieve sustainable business growth and further global expansion of Japanese-made IPs.

Since Bain Capital’s investment in ASATSU DK[1] in 2017, the firm has contributed to ADK HD’s structural reform, including digitalization, implementing strategic M&A, and strengthening its IP business.

With Bain Capital’s continued support and this new strategic partnership with KRAFTON, a global entertainment company, ADK HD will leverage KRAFTON’s global IP, network, and technology to accelerate its vision of “Growing brands and fans.” This vision is a core pillar of its mid-term business plan aimed at building strong fan bases and creating new value with fans. This transaction marks a further development in ADK HD’s global strategy, following collaboration with the US-based Stagwell in reorganizing its overseas marketing business.

Furthermore, Bain Capital, ADK HD, and KRAFTON are engaged in constructive discussions to ensure that Bain Capital will continue its investment and provide ongoing management support to ADK Holdings.

Yuji Sugimoto, a Partner, Head of Bain Capital Japan, and Head of Asia Private Equity said: “We are pleased to have supported ADK HD’s journey to becoming a unique digital marketing provider with content distribution capability. We are confident that KRAFTON is the best partner for ADK HD to pursue further expansion and realize additional growth.”

Toshiya Oyama, Group CEO of ADK Holdings said: “ADK Group is advancing its growth strategy of ‘Growing Fans and Brands.’ This strategy emphasizes cultivating a fan base through our advertising and marketing initiatives, targeting customers who have purchased our clients’ products, or utilized their services, as well as potential customers and individuals who have interacted with our content businesses, such as anime and IP. KRAFTON is a global IP company with a focus on gaming. We believe that this strategic partnership with KRAFTON will leverage the strengths and expertise of both companies, leading to creative challenges and growth in the Japanese and the global content markets.”

ENDS

About Bain Capital

Founded in 1984, Bain Capital is one of the world’s leading private investment firms. We are committed to creating lasting impact for our investors, teams, businesses, and the communities in which we live. As a private partnership, we lead with conviction and a culture of collaboration, advantages that enable us to innovate investment approaches, unlock opportunities, and create exceptional outcomes. Our global platform invests across five focus areas: Private Equity, Growth & Venture, Capital Solutions, Credit & Capital Markets, and Real Assets. In these focus areas, we bring deep sector expertise and wide-ranging capabilities. We have 24 offices on four continents, more than 1,850 employees, and approximately $185 billion in assets under management.

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[1] Introduced current Holdings structure in January 2019