REJECT partners with AnyMind to expand creator deals

Japanese esports organisation REJECT announced a partnership with AnyMind Group to use AnyTag and AnyCreator to connect its players, content creators and VTubers with more brand partnerships and monetization opportunities.

Under the agreement, REJECT will adopt AnyMind’s social media and social commerce systems to link affiliated athletes, creators and virtual talents with brands. The companies also plan to construct a cross-border marketing network to connect game developers and other parts of the gaming ecosystem with Japanese audiences.

AnyMind Group, headquartered in Tokyo, provides tools to manage creator campaigns and tag-based influencer marketing. REJECT said the platform services will be deployed across its talent roster and community.

REJECT cited growth in esports and gaming content across the Asia-Pacific region as a factor behind the deal. The organisation said game publishers increasingly work with creators and teams to reach players, and companies promoting titles abroad require local knowledge and industry contacts.

The partnership follows a busy 2026 financial year for REJECT. In June the organisation announced commercial deals with Rohto Pharmaceutical, lifestyle brand Yogibo and Ajinomoto Co., Inc., after earlier securing a sponsorship with NURO, a communications service operated by Sony Network Communications.

Henry Zhao, vice president of global business at REJECT Inc., said in a statement: “By leveraging AnyMind Group’s platform and global network, our affiliated athletes and creators can further enhance their digital presence and expand their opportunities for success. We also look forward to creating long-term value together through collaboration with our brand partners.”

Ben Chien, managing director of AnyMind Hong Kong, commented that combining REJECT’s intellectual property with AnyMind’s platforms will create an ecosystem where creators and players can work across borders.

The announcement coincides with Esports Leaders, an executive gathering at the Hôtel du Collectionneur taking place during the closing days of the Esports World Cup, where senior decision-makers from the esports and gaming sectors are expected to discuss cross-border marketing and creator-driven promotion strategies.