HEARTBEATS, Inc. Company Deck（English）

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Employee Voices An environment where challenge and creativity are born KEYWORD “Direct Engagementˮ KEYWORD “Ownershipˮ What we are responsible for is maximizing the value of the team as a branded IP. The greatest appeal lies in our ability to work directly with the team, driving everything from planning to monetization in a single, integrated process. We are not just an external partner. We develop strategy from the same perspective as the team’s staﬀ and step in to work alongside them on the ground. Rather than being “a company where you are simply given freedom,” I think it is “a company where you earn autonomy by thinking seriously and taking action yourself.” The more you act and deliver results, the more responsibility and decision-making authority you gain, and the wider the scope of challenges you can take on. In that sense, HEARTBEATS is an environment where you can seize autonomy for yourself. That level of proximity feels “almost as if we were part of the organization,” giving us the authority and responsibility to be involved at the core of management and to design the future of the IP. It is a truly unique position. In one case, we held a trading card event on a game day and successfully acquired around 3,000 new customers, which also became a key driver of business growth. It is a company where you can make all kinds of proposals freely, which makes the work very enjoyable! In planning the product I am responsible for, we held an event under the theme of transforming fan behavior from “consumption” to “co-creation.” By blending both digital and real-world experiences, we took on the challenge of design work that reconstructs the user experience itself. I feel that I have taken a solid step toward realizing the vision I had since my student days. Content Partnership Business Division Hanae Yukita Content Partnership Business Division Mikako Harada Joined March 2024 Previous role: Fan business planning and sales Joined April 2020 39 Previous role: Planning and sales in the entertainment division of an IT company ©HEARTBEATS Inc.All rights reserved

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Employee Voices An environment where you can create real business impact KEYWORD “True Maximization of IP Valueˮ KEYWORD “Proactive Creativityˮ Driven by a passion I have had since my student days, I worked in the soccer industry (in sponsor sales for a J.League club). While I found the work of increasing club value rewarding, I also became acutely aware of the limits of a single club’s revenue structure. I realized that what I truly wanted was to create new businesses that could become major revenue pillars and dramatically expand the scale of the operation. However, I concluded that this goal would be difficult to achieve within the resources and decision-making processes of a single club. So I decided to change jobs, seeking an environment where I could develop businesses across the sports and entertainment space without being tied to a specific IP, and with scalability in mind. I believe that our strength lies in expanding businesses across the entire landscape rather than being confined to a single IP. This approach is the source of the scale advantages needed to transform the structure of the industry and continue creating new revenue businesses. In my previous job, my work mainly involved DTP tasks where I simply executed what I was told. Even after moving to a production company, I felt unsatisfied in an environment where the user response and impact of my individual creations, such as packaging and flyers, were difficult to see because they were overshadowed by the main deliverables. The biggest appeal of my current role is that I can propose ideas myself and stay close to user feedback. I can see the direct response to my designs and feel the business impact of what I create. In addition to my skills as a graphic designer, I can also take on the creative aspects of illustration. This dual role deepens the pure enjoyment of making things. Content Partnership Business Division Yoshitaka Nakaoka Creative Division Shunsuke Yamazaki Joined August 2025 Previous role: Planning and operations in the sports entertainment division of an IT company Joined December 2023 Previous role: Graphic designer at a production company 40 ©HEARTBEATS Inc.All rights reserved

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