Browser games are not dead — CTW Inc. is still betting hard on them.
In a new Anime Corner interview, CTW CEO Ryuichi Sasaki discussed why the company’s G123 platform continues to avoid the usual app store route for its licensed anime games. Instead of forcing players to download a mobile app, G123 lets users jump in through a browser across phone, tablet, laptop, or desktop.
For Malaysia and SEA, that angle actually makes sense. A lot of players here bounce between devices: cheap Android phone on the go, office laptop during break, maybe a tablet at home. A no-install anime game removes the classic friction of storage space, app updates, and “bro my phone full already” problems.
G123’s current anime lineup includes titles based on Arifureta: From Commonplace to World’s Strongest – Rebellion Soul, Kakegurui ALL IN, In Another World with My Smartphone: Fantasia Connect, Miss Kobayashi’s Dragon Maid Fantasia, The Apothecary Diaries: Palace Chronicles, and the newer Shakugan no Shana: Blaze Edge. Arifureta also recently had a collaboration with HIGH SCHOOL OF THE DEAD.
According to Sasaki, the browser-first model gives CTW three big advantages: instant access, better cost efficiency, and more direct control over the player relationship. Because G123 distributes games through the web, CTW does not rely on traditional app store systems in the same way. That means fewer platform limitations, more room to study first-party user behaviour, and faster tweaks to campaigns or game funnels.
But CTW is not pretending browser gaming has no weaknesses. Sasaki acknowledged that native apps still have stronger built-in discovery, better device-level integration, and stronger performance for certain experiences. G123 has to work harder on marketing and user acquisition because it does not get the same visibility boost from app stores.
One interesting part of the strategy is how G123 handles accounts. Players can start without registering, then CTW introduces sign-up later when a player has already spent time in the game or hit a meaningful milestone. The idea is simple: prove the game is worth caring about first, then offer registration as a useful upgrade for progress syncing, updates, event info, and rewards.
On the anime IP side, CTW says the most important factor is whether fans have a strong emotional connection to the cast. Series with rich character rosters and loyal fandoms work better for live-service browser games because they can support events, new content, and character-focused updates over time.
Monetization is always the scary part for anime games, especially when fans smell “cash grab” from a mile away. Sasaki said CTW’s approach is to avoid blocking the core story behind payment and to keep spending optional. While the interview question mentioned ads and in-game purchases, Sasaki stated that CTW primarily uses in-game purchases and avoids in-game advertising so gameplay is not interrupted.
CTW also restricts purchases for users under 18 and filters content based on age. Since G123 allows instant browser play without account creation at the start, age-gating is harder than on fully account-based platforms. CTW’s Terms of Service require minors to get permission from a parent or guardian, while the company says it is exploring better ways to limit minor access and improve content presentation across different countries.
For licensed games, CTW works under official approval from rights holders. That review process covers character design, story direction, tone, visuals, and UI. Licensors tend to push back hardest when a game risks misrepresenting a character or drifting too far from the original work’s world.
The bigger takeaway for SEA anime fans: G123 is trying to make licensed anime games easier to access, especially for players who do not want another massive app download. The trade-off is that browser games still need to prove they can feel smooth, fair, and worth returning to — not just convenient.
Source: Anime Corner