GAMERS

Gamers is a renowned Japanese retail chain specializing in anime, manga, and gaming merchandise. Established in 1993 by Broccoli Co. Ltd, it is now operated by the Animate group. Its flagship store in Akihabara, Tokyo, is a famous destination for all “nerd” tourists that travel to Japan for the first time.

Many Gamers stores regularly host events that draw fans including, exhibitions, meet & greets with creators, and autograph sessions with industry personalities.

One of the strategies that made Gamers chain so famous among “collectors” is the frequent partnership with anime production companies and publishers to create exclusive goods and special bonuses.

Here’s how it typically works: Gamers partners with a publisher for a not-so-popular (but with a loyal fandom) manga series, and with each new volume release, an exclusive bonus is offered at Gamers stores. The range of bonus items may vary, but they are generally available throughout the entire series run. That’s why, when you see a series with a Gamers-exclusive cover variant, you can often expect one for each volume.