Medium-Term Management Plan (FY2008–FY2012)
May 14, 2008

FIELDS CORPORATIONTHE GREATEST LEISURE FOR ALL PEOPLE

FIELDS CORPORATIONJASDAQ:2767

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Copyright 2008 FIELDS CORPORATION All rights reserved.

Outline of Med-Term Management Plan

Group Business Strategies■ Details of the Med-Term Management Plan

4

■ Main Topics of the Group Business15■ Change in the Pachinko/Pachislot Market and Fields
Corporation■ Forecast of the Trend for the Pachinko/Pachislot
Market and Fields’ Mission■ Basic Growth Policy of the Fields Group5

16■ Targeted Operating Income in the Med-Term
Management Plan
■ Future Growth of Operating Income for the Group
Businesses

8■ Status Quo of the Group Business Strategies
Prioritizing the Pachinko/Pachislot Business■ Future Earnings Structure through Multiple Uses ofContent■ Business Strategies for Cross-Media Developmentof Content■ Commercial Distribution Structure by Developing
the Content Business

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7

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Pachinko/Pachislot Business Strategies

Enhancement of the Management Foundation■ Pachinko/Pachislot Business Growth Strategies

11■ Pachinko/Pachislot Business Growth Strategies:
Examples12■ Measures to Enhance the Management
Foundation

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Copyright 2008 FIELDS CORPORATION All rights reserved.

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Outline of the Med-Term Management Plan

Copyright 2008 FIELDS CORPORATION All rights reserved.

3

Details of the Med-Term Management Plan The goal of the Med-Term Management Plan, which ends in 2012, is to be an intermediate step
Purpose of the
toward our bigger aim for the vision of “the Group in 2017.”
 As a strategy for the Group’s sustainable growth, we need to not only review and develop existing
Med-Termbusinesses but also create new businesses.
Management Plan We provide “The Greatest Leisure for All People.”

The Company’s businessresults

The Company’sefforts

1988–1997• Make proposals orsuggestions on services,
space of halls and machinesthat attract fans to pachinkohalls nationwide• Offer machines that haveattractive content but do
not depend on the natureof gambling

Distribute machines more widely

Accelerated allied manufacturers
as a fabless company• Bought Leisure Nippon
Newspaper Company (1992)• With Rodeo Co., Ltd. (2000)• Started to use “Hall TV” (1992)

2008–2017

1998–2007

If a concept is really good for energizing the Pachinko/Pachislot
market, we take the lead in setting it up and launching it.

Strengths• With Bisty Co., Ltd. (2003)• With Olympia Co., Ltd. (2004)• Established Pachinko Information• With KYORAKU SANGYO (2008)
Station (1994)• Engaged in the content• Developed proposal-typebusinessmarketingGrowthSource: Fields

Growth Business performance as a fabless company
 Trailblazing efforts as a content holder and the actual
results produced Our position as the largest independent distributor

 Produce highly entertaining machines with alliance manufacturers
and offer them to pachinko halls as a fabless company
 Produce copyrights (content) to be acquired and held as a content
holder and supply them to all manufacturers
 Aim for further development as the largest independent distributor
by offering Web sites and showrooms that are available to all
pachinko halls and manufacturers
The first term of the
Med-Term Plan

The second term of the
Med-Term Plan

Preparation

Development and results

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Change in the Pachinko/Pachislot Market andFields Corporation
Number of pachinko machines soldNumber of pachislot machines soldHigher demand forrecreation/diversified tastes and interests

4,500,000

Number of pachislot machines installed

Advancement of LC and chip technologies

Revised the internal rules of
the Japan Pachinko and Pachislot Manufacturer's
Association. (Added a time-reduction function)

4,000,000
3,500,000

Number of pachinko machines installed

Revised the pachinko and pachislot machine regulations(Abolition of certain pachinko models)

Revised the pachinko andpachislot machine regulations(Review of the testing system)
Revised the internal regulations of
the Japan Pachinko and Pachislot Manufacturer's
Association. (Cancelled the limiters)

3,000,000

Accelerated alliances with manufacturers as a fabless company

2,500,000
2,000,000
1,500,000●Olympia (Gold Olympia)●Sammy (Rodeo)
Revised the internal regulations of
the Japan Pachinko and Pachislot Manufacturer's
Association. (Regulation of limiters)●SANKYO (Bisty)●KYORAKU SANGYO

Aimed to distribute pachinko/pachislot
machines more widely●Nationwide development of operational bases ●Hall TV●Absorbed and merged Leisure Nippon Newspaper Company, etc.

Cancelled the overdrive machine tests(made the test system stricter)

Started to develop the content businessfor more entertaining pachinko/pachislot machines

1,000,000
Reviewed the interpretation of
the regulations(Players skill is more relevant)

500,000

Complete shift to
new regulation machines●JSM●Kadokawa Haruki Corporation●FutureScope Corp., etc.

●D3 Inc.
●Fields Pictures Corporation

0
1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

Source: Survey by the National Police Agency

Source: Fields

Copyright 2008 FIELDS CORPORATION All rights reserved.

5Forecast of the Trend for the Pachinko/Pachislot Market
and Fields’ Mission
Number of installed pachinko machines

4,000,000

Contribute to energizing the Pachinko/Pachislot
market (market expansion)

Number of installed pachislot machines

Highly entertaining high-quality content

3,230,000
3,070,000
2,960,000

3,000,000

2,930,000

2,950,000

Contribute to energizing the pachinko market
1,930,000

2,000,000

2,000,000

1,890,000

Contribute to energizing the pachislot market

1,660,000

1,640,000

1,000,000
2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

Pachinko

The
The number
number ofof pachinko
pachinko machines
machines installed
installed decreased
decreased because
because many
many
pachinkopachinko halls
halls replaced
replaced pachinko
pachinko machines
machines with
with pachislot
pachislot machines.
machines.

The
The guidelines
guidelines forfor pachinko
pachinko machines
machines have
have become
become stricter,stricter, but
but somesome manufacturers
manufacturers arearemakingmaking efforts
efforts toto release
release more
more entertaining
entertaining machines,
machines, which
which isis producing
producing positive
positive results.
results.
We
We expect
expect aa recovery.
recovery.

Pachislot

Due
Due toto aa boom
boom createdcreated byby Regulation
Regulation 4,4, whichwhich allows
allows forfor anan active
activegambling
gambling feature,feature, thethe number
number ofof machines
machines installed
installed has
has advanced
advancedsignificantly.
significantly. At
At itsits peak,peak, thethe number
number exceeded
exceeded 22 million.
million.

The
The market
market andand customers
customers have
have adjusted
adjusted toto Regulation
Regulation 5,
5, andand thethe decline
decline inin users
users has
has
begun
to
level
off.
Meanwhile,moreinteresting
games
are
being
developed
andbegun to level off. Meanwhile, more interesting games are being developed and thethemachinesmachines areare moremore entertaining.
entertaining. We
We expect
expect aa recovery
recovery during
during thethe second
second half
half ofof thethe
Med-Term
Med-Term Management
Management Plan.
Plan.

Source: Data until 2007 are from a survey by the National Police Agency. Data from 2008 are from Fields.
Source: Fields

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Basic Growth Policy of the Fields Group■ Supply products that contribute to the expansion and soundness of the market
・ Reinforce the system to “produce content”
・ Develop strategies to target client and geographical demands■ Explore, nurture and enhance high-quality content
・ Cross-media business strategies
・ Creation of primary content

PS measures

Group measures① Promote alliance strategies② Reinforce planning and development
capabilities③ Strengthen the operation bases① Acquire high-quality copyrights
for pachinko/pachislot machines② Expand earnings through multiple
uses of content③ Create primary content by aggressive
investment in each media

Group synergies

Source: Fields

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Targeted Operating Income in the Med-Term Management Plan
Achieve ￥17 billion or more by the year ending March 2011 / ￥25 billion or more by the year ending March 2013
*Group companies’ target contribution: 30%•Full product lineups for both pachinko and pachislot machines•Expand earnings in Group companies￥30 billion￥25.0 billion or more
•Create innovative series of titles•Introduce the first title under the alliance with KYORAKU SANGYO•Release innovative titles•Enhance brand capabilities under alliances￥20 billion￥17.0 billion or more

￥14.0 billion or more

Pachinko/
Pachislot￥13.1 billion￥10.0 billion or more
Results

Initial plan

￥10 billion

08/03

Group
09/03

Period to reinforce Pachinko/Pachislot planningand development capabilities
Period to restructure the Group portfolio

Source: Fields

10/03

11/03

13/03

Period to fully develop content production

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Future Growth in Operating Income for the Group Businesses
Targeted operating income of the Group businesses by the year ending March 2013: ￥25 billion or more
⇒ Contribution Target of the Group companies: 30%￥6.0 billion or more

Earnings from continuing existing businesses￥6.0 billion
New investments￥4.0 billion or more

Rights trading￥4.0 billion
MobilesVideos(Animation/movies)
Sports￥2.0 billion or more

Publications￥2.0 billion￥1.0 billion or more
Games

￥0.5 billion
Results

08/03

09/03

10/03

11/03

13/03

Note: The compositions within the existing businesses denote the simple addition of operating income in each field within the Group and theratio of operating income in each field to the Group’s total operating income after the equity arrangement.

Source: Fields

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Pachinko/Pachislot Business Strategies

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Pachinko/Pachislot Business Growth Strategies

・ Further reinforce the alliances with existing manufacturers

１－SANKYO CO., LTD. (Bisty Co., Ltd.)/Sammy Corporation(Rodeo Co., Ltd.)/Olympia Co., Ltd.

Alliance

・ Launch the alliance with KYORAKU SANGYO as soon as possible－Release the first series during the year ending March 2010

・ Identify new manufacturers with which to tie up

２

Planning/
Development

・ Use high-quality copyrights and reinforce planning capabilities to optimize theattraction of copyrighted content
・ Reinforce the development capabilities for quality improvement and higher
profitability－Use Shin-Nichi Technology Co., Ltd. and thinkArts Co., Ltd.

３

Reinforce
Operation Bases・ Efforts to enhance the presentation of products－Use showrooms: Inaugurate a large-scale showroom in Nagoya

・ Review the sales strategies currently in place at the operation bases－Introduce a regional office system to clarify responsibilities and reinforce customer services

・ Reinforce sales of consulting services to pachinko halls

Source: Fields

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Pachinko/Pachislot Business Growth Strategies(Example 1: Alliance with pachinko machine manufacturers) Enhance
Enhance Bisty’s
Bisty’s brand
brand value:
value: Further
Further increase
increase thethe number
number ofof machines
machines soldsold Introduce
Introduce innovative
innovative titles
titles comparable
comparable toto thethe Evangelion
Evangelion Series
SeriesOffer more entertaining pachinko machines through alliances with manufacturers producing high marketshare pachinko machines Release
Release thethe first
first title
title during
during thethe yearyear ending
ending March
March 20102010
 Establish
Establish aa systemsystem toto launchlaunch two
two oror moremore titles
titles during
during thethe yearyear ending
ending
March
March 20112011Market Share and machine sales for past 3 years
Manufacturer

2004
Machines soldShare (%)

Manufacturer

2005
Machines sold

Sanyo920,000

22.9%

Sanyo

1,000,000*SANKYO849,911

21.1%*SANKYO

Heiwa

350,184

Daiichi Shokai

Share (%)
24.7%

Manufacturer

2006
Machines soldShare (%)

Sanyo

887,000

23.1%

740,320

18.2% KYORAKU SANGYO

804,000

20.9%

8.7% KYORAKU SANGYO

390,000

9.6%*SANKYO636,105

16.6%

308,173

7.6%

Newgin320,000

7.9%

Newgin253,000

6.6%

Newgin278,000

6.9%

Sammy

288,895

7.1%

Daiichi Shokai

195,947

5.1%

Sammy

233,049

5.8%

Heiwa

242,276

6.0%

Heiwa

184,832

4.8%

KYORAKU SANGYO

225,000

5.6%

FUJISHOJI

185,572

4.6%

FUJISHOJI

180,006

4.7%*SANKYO includes Bisty.
Source: Fields

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Pachinko/Pachislot Business Growth Strategies(Example 2: Sales promotion strategies)
Independent distributor with a sturdy nationwide sales network that handles all models and products by all
manufacturers
 Conduct promotion activities based on sales strategies

Web Site
Strategy Disseminate characteristics of machines to fans and pachinko halls
 Use the Web site as a communications tool with suppliers

Create an environment thatenables provision of information
to all customers→Describe “good products”
in the best way

Become a trust-winning best partner for pachinko halls
 Conduct promotion activities based on sales strategies
 Enhance the functions of showrooms for better presentation

Showroom
Strategy Enhance understanding through actual experience of products
by linking the showroom to the product related Web site Work as a trading company by offering various manufacturers
showrooms as infrastructure■ Showroom

Source: Fields

Complete environment that helps
Provide best presentation andservices for customers→ Describe “good products”
in the best way■ Theater

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Group Business Strategies

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Main Topics of the Group Business
January 2007

January 2008

Acquire copyrights for use in pachinko/pachislot machines
Fully reinforce the creation of primary content and outlet strategies for content use
・Established the Group Strategy Division

・Made Shin-Nichi Technology Co., Ltd. Fields’ subsidiary・Established FutureScope Corp.

・Invested in Bbmf Magazine (mobile comic business)

・Capital alliance with JFC Sports Vanguard, Inc.

・Consolidated Fields Pictures Corporation as a
subsidiary

・Lucent Pictures Entertainment, Inc. started operation

・Capital alliance with SPO, Inc.

・Consolidated thinkArts Co., Ltd., as a subsidiary

・Invested in content funds

・Established the Haruki Fields Cinema Fund・Consolidated Express Inc.(Sports gym business) as a subsidiary
・Invested in the comic Grand Prix project that chooses winners
from among applicants in general public.

Reinforce inter-Group synergies by creating
primary content and multiple uses of content

Further expand capitaland business alliances

・Capital alliance with Kadokawa Haruki Corporation<<Actual results>><<Actual results>>

・Movies in which Group has invested:・Movies in which Fields has invested:“Genghis Khan-To the Ends of the Earth” released“The Puzzle of God,” the release of which is scheduled“Tsubaki Sanjuro” released“Cyborg She” the release of which is scheduled・Animation in which Fields has invested: “Jushin-Enbu(Hero Tales),”・Fukuoka branch of Total Workout for personal training openedof which airing has begun; also made into games
・ Started providing Fields Mobile

Source: Fields

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Status Quo of the Group Business Strategies Prioritizing
the Pachinko/Pachislot business
The Fields Group

Pachinko/Pachislot
business

Offer content

Offer content

Publications

MobilesIldel Corporation

Games

Offer content

Animation

Shin-Nichi Technology Co., Ltd.

Offer content

Fields Jr. Corporation
JFC Sports Vanguard, Inc.
EXPRESS Inc.
Offer content

Sports
TV/Movies
YMO Inc.

Source: Fields

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Future Earnings Structure through Multiple Uses of Content
New entertainment creation business

Existing PS
business

Mobilests
conten
s
u
o
i
r
va
among
d
e
t
a
e
y cr
SynergPublications
Pachinko
Pachislot

Shin-Nichi Technology Co., Ltd.

Ildel
Corporation

Games
Creation of new entertainment

Fields Jr.
Corporation

Animation
JFC Sports Vanguard, Inc.
Japan Sports Marketing Inc.

Each company has functions bothcreating primary content and as anoutlet for content created in theGroup.

Source: Fields

TV/Movies

mong
ated a aces
e
r
c
s
p
ie
Synergus types of s
iorvaSports
EXPRESS Inc.

YMO Inc.

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Business Strategies for Cross-Media Developmentof Content
Major business field

Promotion strategies

Games(including mobile games)

・ Invest in the network game business where further development is expected
・ Make thinkArts Co., Ltd., which conducts business on commission, into a publisher
・ Reinforce the alliance with the mobile businessVideos(Animation/Movies/TV)

・ Obtain content for which cross-media development is intended, including use inpachinko/pachislot machines, by participating from the initial stage of the production ofprimary content

・ Promote the mobile comic and Internet comic business
Publications
・ Acquire copyrights of mobile phone novels: development for secondary use(including mobile publications) ・ Invest in works that can be developed into multiple uses such as games, animation or
pachinko/pachislot machines, or invest in persons who have copyrights of such works

Sports・ Develop our Total Workout sports management business throughout Japan・ Develop the business alliance between JFC Sports Vanguard, Inc., and Japan Sports
Marketing Inc. with regard to software, and expand futsal facilities and sports gyms throughthe alliance with the Pachinko/Pachislot sales division

・ Establish a business scheme to use the content acquired in each field not only for pachinko/pachislot
machines as an important outlet strategy but also to promote multiple ways to use content, thereby
expanding earnings through synergies among Group companies
・ Reinforce rights trading not only inside the Group but also with outside entities

Source: Fields

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Commercial Distribution Structure by Developing theContent Business
Establish a business structure to help develop one-stop entertainment centers and create synergies among Group companies.
Content holder

Production

Planning

Secondary use

Primary use

Multiple uses of content

D3 Inc.

Pachinko/Pachislot
business of Fields

thinkArts Co., Ltd.

FutureScope
Corporation

Shin-Nichi Technology Co., Ltd.

Rodeo Co., Ltd

Lucent Pictures Entertainment, Inc.
SPO, Inc.
Kadokawa Haruki Corporation
EXPRESS Inc.

Bbmf Magazine, Inc.
Japan Sports Marketing Inc.

JFC Sports Vanguard, Inc.

Reinforce relationships with content users forprimary and secondary uses

Relationships with holders ofhigh-quality content
Original
writers
Publishers

Source: Fields

Club teams
Athletes

Synergies among Group companies

Fields Corporation

Production studios
Talent agencies

Broadcasting stations
Advertising agencies

Publishers
Distribution
agencies

Pachinko/Pachislot
Manufactures

Book stores

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Enhancement of the Management Basis

Source: Fields

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Measures to Enhance the Management Foundation
Efforts to reinforce the management foundation toward becoming a listedcompany on the First Section of the Tokyo Stock Exchange
1. Reinforce governance of the Group① Establish a framework as a standard for judging whether to implement or withdraw frominvestments in the Group② Take measures to thoroughly manage information about the management of the Group・ Improve the system to manage consolidated financial results and forecasts③ Shift to a holding company
・ Improve the ratio of shares in the Group companies

2. Nurture a good corporate culture and raise awareness① Reinforce the risk management system・ Address the internal controls② Take measures to improve employee morality as a listed company
・ Disseminate Fields’ corporate philosophy “The Greatest Leisure for All People”
・ Formulate a corporate code of conduct and engage in thorough compliance③ Discuss the development of CSR activities to fulfill social responsibility

Source: Fields

Copyright 2008 FIELDS CORPORATION All rights reserved.

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Disclaimer/Contact

The plans, strategies and estimates of the Company indicated in these documents, otherthan actual results and facts, include potential risks and uncertainties and cannot be
guaranteed.
Potential risks and uncertainties include, but are not limited to, the economic
environment of the pachinko/pachislot market in which the Company operates, market
competition and the products handled by the Company.

 IR Section,
Investor and Public Relations Office
Contact

 Tel.: +81-3-5784-2111
 E-mail: ir@fields.biz

Source: Fields

Copyright 2008 FIELDS CORPORATION All rights reserved.

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