Sony Group Corporation and Bandai Namco Holdings Inc. have announced a strategic business alliance aimed at deepening collaboration in the entertainment sector, particularly in the fast-growing anime and intellectual property (IP) market. As part of the agreement, Sony will acquire 16 mln shares in Bandai Namco, valued at approximately ¥68 bn, making it a shareholder with a 2.5% stake in the company.
This partnership brings together two of Japan’s entertainment powerhouses, uniting Sony’s expertise in content production and global distribution with Bandai Namco’s expansive IP portfolio, which includes beloved franchises in anime, manga, video games and toys.
Strengthening Global Fan Engagement Through Anime and IP
The alliance is expected to play a central role in expanding international fan communities, especially for Japanese anime and manga, as both companies look to maximise the value of IP by offering immersive experiences across multiple platforms.
While Sony will contribute its strengths in content creation, streaming and merchandising, Bandai Namco will continue to develop and manage IP through its «IP axis strategy», which focuses on delivering the right content to the right audience at the right time.
The companies aim to jointly plan and develop new IP, as well as enhance their existing portfolios. This will include the co-creation of anime titles, technical collaboration on experiential entertainment, and the integration of fan engagement technologies. Both firms also intend to explore joint investment opportunities in new entertainment services and platforms.
Expanding on Past Successes
Sony and Bandai Namco already share a history of cooperation in fields like gaming, animation and music, and this alliance builds on that foundation with a broader and more formalised commitment. Their future initiatives will include developing and promoting new products and services based on Bandai Namco’s popular IPs, with Sony leveraging its global reach in production and distribution.
Executives Emphasise Shared Vision for the Future
Nobuhiko Momoi, Executive Vice President of Bandai Namco, expressed strong optimism about the partnership:
«We’re thrilled about the opportunity to create next-generation entertainment by combining Sony’s technological edge with our own IP development approach. Together, we’ll bring fans new experiences and fulfil our vision of ‘Fun for All into the Future’.»
Toshimoto Mitomo, Sony Group’s Chief Strategy Officer, added:
«Our collaboration with Bandai Namco will allow us to create content and experiences that move audiences emotionally. By combining our respective strengths, we’ll unlock the full potential of great IP and push forward our vision of creative entertainment.»
Kursiv also reports that Electronic Arts has unveiled the trailer for its upcoming football simulator EA Sports FC 26, set to be released on September 19.
