Since childhood, Aoba Suzukaze has loved the Fairies Story game series, particularly the character designs. So when she graduates from high school, it is no surprise that she applies to work at Eagle Jump, the company responsible for making her favorite video game. On her first day, she is excited to learn that she will be working on a new installment to the series: Fairies Story 3—and even more so under Kou Yagami, the lead character designer. In their department are people who share the same passion for games. There is Yun Iijima, whose specialty is designing monsters; the shy Hifumi Takimoto, who prefers to communicate through instant messaging; Hajime Shinoda, an animation team member with an impressive figurine collection; Rin Tooyama, the orderly art director; Shizuku Hazuki, the game director who brings her cat to work; and Umiko Ahagon, the short-tempered head programmer. New Game! follows Aoba and the others on their adventure through the ups and downs of game making, from making the perfect character design to fixing all the errors that will inevitably accumulate in the process.

After a brutal surprise attack by the forces of Quincy King Yhwach, the resident Reapers of the Soul Society lick their wounds and mourn their losses. Many of the surviving Soul Reaper captains train to battle without their Bankai, the ultimate technique wielded by the fiercest warriors. In the previous assault, Ichigo Kurosaki narrowly managed to help fend off Yhwach's fearsome wrath. However, to ultimately defeat his godly adversary and save his allies, Ichigo must now undergo severe training that will push him beyond his physical, emotional, and mental limits. Though Yhwach already holds the upper hand in this ongoing blood feud, he also successfully recruits Uryuu Ishida, Ichigo's close friend and rival, to be his successor. Yhwach strikes out once again at the weakened Soul Society, intent on finally obliterating his long-standing enemies. As Ichigo struggles to attain new power, the Soul Reaper captains fight for survival and borrowed time.

In a futuristic society, Japan has implemented a complex system referred to as The Red Threads of Science to encourage successful marriages and combat increasingly low birthrates. Based on a compatibility calculation, young people at the age of 16 are assigned marriage partners by the government, with severe repercussions awaiting those who disobey the arrangement. For Yukari Nejima, a teen that considers himself average in every way, this system might be his best shot at living a fulfilling life. However, spurred by his infatuation for his classmate and long-time crush, Misaki Takasaki, Yukari defies the system and confesses his love. After some initial reluctance, Misaki reciprocates his feelings in a moment of passion. Unfortunately, before the two can further their relationship, Yukari receives his marriage notice. He is then thrown into a confusing web of love and lies when his less-than-thrilled assigned partner, Ririna Sanada, becomes fascinated with his illicit romance.

Fumiya Tomozaki is Japan's best player in the online game Attack Families, commonly known as Tackfam. Despite holding such a revered title, a lack of social skills and amiability causes him to fall short in his everyday high school life. Failing to have any friends, he blames the convoluted mechanics and unfair rules of life, forcing him to give up and proclaim himself a bottom-tier character in this game. After a fateful meeting with another top-tier Tackfam player, Fumiya is shocked to discover the player's true identity—Aoi Hinami, a popular, smart, and sociable classmate who is the complete opposite of himself. Aoi, surprised at how inept Fumiya is at everything besides Tackfam, decides to assist him in succeeding in what she calls the greatest game of them all. Through the gruesome ordeals of social interactions and relationships, Fumiya begins to advance tiers in the glorious game of life.