From L to R: Mari Murata, Iemo CEO; Ayataro Nakagawa, Mery CEO; Kazuaki Ide, Find Travel CEO; Masato Ushio, head of DeNA’s Curation Growth Hack team and CAFY producer.

Despite its blockbuster partnership with Nintendo, Japanese mobile gaming giant DeNA is charging forward with its expansion into the lifestyle sector. At a press conference in Tokyo today, the firm announced a new initiative dubbed DeNA Palette. It seeks to add ten category-specific content curation platforms to its stable of apps and services through M&A, new hiring, and collaboration. Three of those platforms were made public today, with another three already existing under the DeNA umbrella.

“We call them ‘platforms’ because they’re more than just ad-supported media, for two reasons. First, because any user can post an article, and second, because eventually we plan to monetize them with ecommerce, matching, and other offline services that are suited to each category,” explains DeNA spokesperson Tomoyuki Akiyama.

First up, DeNA revealed the acquisition of Find Travel for an undisclosed sum. The site lists community-curated itineraries and travel blogs based on destination (both domestic and foreign) and category (i.e. beaches and theme parks). Akiyama tells Tech in Asia that the site, launched in August 2014, attracts 3 million monthly active users.

Some featured posts on Find Travel.

In addition to Find Travel, DeNA announced the launch of JOOY, a curation platform for men that focuses on fashion, love, and dating. The firm also plans to release Cuta, a curation platform for maternity- and parenting-related topics, in June.

The three platforms revealed today will complement three existing DeNA offerings: Iemo, Mery, and CAFY. DeNA acquired Iemo, a site that curates content related to home design and DIY remodeling, and ladies-fashion focused Mery last October for US$50 million. Cafy is the firm’s own cooking and recipe curation service.

“Iemo now has over 5 million MAU as of March, up from 1.5 million when we acquired them, and Mery has 16 million MAU, compared to 12 million when we acquired them,” Akiyama says. “We’re using their ‘secret sauce’ to give our new in-house platforms (CAFY, JOOY, and Cuta) a boost.”

While DeNA has yet to disclose themes for its final four curation platforms, Akiyama adds that they will also be lifestyle-related, “but we don’t know exactly what yet. That’s why we’re soliciting startups and potential recruits.”

DeNA has been the most aggressive of Japan’s mobile gaming titans when it comes to non-gaming expansion, but that’s not to say that others aren’t trying. Just last month, Mixi acquired C2C ticketing marketplace Hunza for a cool US$95 million. Mixi also purchased fashion ecommerce site Muse & Co. for US$14.8 million in February. Gree made several non-gaming investments last year that included leading hit news aggregation app SmartNews’ US$36 million series B round.