Dendou-Maru 3000 BeastMaster was released in 2007. The name was befitting to represent its outstanding power as the flagship model of Dendou-Maru. In 2010, Shimano marketed Dendou-Maru 9000 BeastMaster ZB, which was equipped with the GIGAMAX MOTOR, the first brushless motor in the industry. In 2012, the name of Dendou-Maru, which enjoyed popularity for over 20 years as Shimano’s electric reel, was modernized into four series: BeastMaster (flagship), ForceMaster (high grade), PLAYS (basic), and PLEMIO (entry). The design has been standardized for each series to date. Shimano explores new ways to enjoy fishing through commitment to increasing power and speed, which cannot be attained manually, adding new functions, and improving operability.