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Sony Group Corporation announced that it has acquired a 2.5% stake in Bandai Namco Holdings Inc. and entered into a strategic business alliance with the company to enhance global fan engagement and strengthen the development of anime and manga-related intellectual property.
According to a statement released by the company, Sony purchased 16 million shares of Bandai Namco from existing shareholders for approximately 68 billion yen.
Through this alliance, the two companies plan to expand fan communities around the world, particularly in the anime field, where rapid market growth is expected, by combining their respective strengths.
“Through this business alliance and Sony’s investment in Bandai Namco, as two of the leading Japanese entertainment companies, Bandai Namco and Sony will focus on expanding the fan community for IP such as anime and manga around the world and strengthening engagement, particularly in the anime field where rapid market growth is anticipated, while merging their strengths to create new and emotionally moving experiences for fans, and as a result of these efforts maximize the value of IP,” the companies stated.
The announcement highlights plans to extend their existing collaboration in games, anime, and music to a wider range of business areas.
Key initiatives under the partnership include leveraging Sony’s capabilities in anime and video content production and distribution, as well as merchandising, to support Bandai Namco’s IP strategy. They also plan to engage in joint development and promotion of new IP, and pursue technical collaboration in experiential entertainment projects.
In addition, the companies will explore opportunities to support creators through shared development of entertainment-related technologies and services.
Nobuhiko Momoi, Executive Vice President of Bandai Namco Holdings Inc., commented on the partnership, stating, “The Bandai Namco Group promotes an ‘IP axis strategy’ that aims to maximize IP value by leveraging the appeal and worldview of IP, providing the optimal products and services at the optimal timing in the optimal regions. We are filled with excitement about the potential to create new entertainment by combining Sony Group’s strengths and technological capabilities across various entertainment fields with Bandai Namco’s IP axis strategy. Through this collaboration, we aim to connect with IP fans worldwide, co-create the future together, and realize our Purpose, ‘Fun for All into the Future,’ and Mid- to Long-term Vision, ‘Connect with Fans.’“
Sony’s Chief Strategy Officer Toshimoto Mitomo also echoed that sentiment, stating, “Through this partnership, we aim to co-create an array of content and experiences that exceed expectations and deliver Kando (emotion) to even more fans, alongside Bandai Namco Group, with its outstanding capacity for multidirectional expansion of diverse IP and deep connections with fans at real touchpoints, both domestically and internationally. By combining the strengths of both companies in the field of entertainment and unlocking the potential of compelling IP, we will further accelerate our efforts to maximize IP value and realize Sony’s long-term vision, ‘Creative Entertainment Vision’.“
This move follows a similar strategic investment by Sony earlier in the year. On Jan 7, 2025, Sony finalized a capital and business alliance with Kadokawa Corporation, acquiring approximately 10% of its shares for roughly 50 billion yen through a third-party allotment. That deal made Sony the largest shareholder of Kadokawa.
The alliance with Kadokawa was also formed to strengthen global collaboration in IP creation and distribution. At the time, Kadokawa CEO Takeshi Natsuno stated the alliance would enhance Kadokawa’s global IP creation and media mix capabilities. Sony COO Hiroki Totoki had said the partnership would combine Kadokawa’s IP creation ecosystem with Sony’s global entertainment expansion in anime and games.
Source: Sony’s Official Website
