A foundation in China
IINE’s story began as the China office of Japan-based FSC, building experience close to the local gaming market.
Our Story
Our Story
PLAY MY WAY starts with listening.
Better gaming products begin with understanding how people actually play—their needs, frustrations, ideas, and the different ways they enjoy a game.
Built with players, for better play.
More than a slogan
Your way of playing deserves to be heard.
PLAY MY WAY is our promise to respect every player’s way of playing. We listen beyond the first request to understand the need behind it, then turn that insight into thoughtful products and meaningful improvements.
Our goal is simple: help players spend less time working around their gear and more time enjoying the game in a way that feels natural to them.
From a local beginning to a wider world of play.
IINE became independent
The IINE brand began its independent journey with a clear focus: put player needs at the center of product development.
A moment of recognition
Accessories launched alongside the newly released Nintendo Switch helped IINE earn recognition among console players in China.
Growing beyond borders
Supported by multiple design patents and a strong foundation in China, IINE continues to expand a global network across online and offline channels.
Three principles, one purpose.
Every IINE idea should earn its place by making play more engaging, genuinely useful, or meaningfully different.
Engaging
Products with character, enjoyment, and small moments of discovery that make gaming feel more personal.
Functional
Practical solutions shaped around real needs, making play clearer, easier, more comfortable, or more capable.
Distinctive
Designs that feel recognizably IINE—different with purpose, never different simply for appearance.
The player voice belongs in the room.
Honest feedback helps us understand what matters, refine what already exists, and imagine what should come next.
Listen
Hear real experiences, requests, and frustrations.
Understand
Find the need behind the first suggestion.
Create
Turn useful insight into a thoughtful solution.
Improve
Keep learning after a product reaches players.
How we work
Independent thinking. Shared purpose.
We believe the growth of our people is essential to the long-term growth of IINE. A culture of autonomy and self-governance gives each team member room to think, take responsibility, and contribute their best work toward a common goal.
Join the conversation
Tell us how you play.
Share what you love, what gets in the way, and what you wish existed. We cannot turn every suggestion into a product, but we will keep listening, learning, and doing our best to build products worthy of the players who inspire us.