Sony Group Corporation and Bandai Namco Holdings sign strategic partnership

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Sony Group Corporation and Bandai Namco Holdings have entered into a strategic partnership to boost fan interaction in the anime and manga sphere. This partnership will also see Sony purchasing 16 million Bandai Namco shares for approximately 68 billion yen, giving them around a 2.5% stake of Bandai Namco’s total issued shares, as both companies have announced.

Here are the details:

■ Strategic Business Alliance

Via this strategic partnership and Sony’s investment in Bandai Namco, two prominent Japanese entertainment giants, will collaborate to grow the global fanbase for intellectual properties like anime and manga. They aim to deepen engagement, especially within the anime sector where significant market expansion is projected. By combining their strengths, they plan to generate innovative and emotionally impactful experiences for fans, ultimately increasing the worth of these intellectual properties.

Bandai Namco and Sony have a history of working together across games, anime, and music industries, and they aim to expand this partnership into other sectors. Their plans involve expanding existing works, as well as creating new products and services based on Bandai Namco’s intellectual properties, utilizing Sony’s expertise in areas like anime production, video content distribution, merchandising, and more. They also plan to delve deeply into discussions about jointly developing and promoting intellectual properties like anime and manga. Additionally, they aim to collaborate on experiential entertainment, develop and operate technology and services for creators, and invest jointly in areas related to fan engagement. Furthermore, the companies intend to seek opportunities together to support creators and engage in joint business ventures in various fan-focused sectors.

■ Comments

Nobuhiko Momoi, Executive Vice President, Bandai Namco Holdings Inc.

Bandai Namco Group employs an ‘IP alignment strategy’ that focuses on boosting IP value by using the charm and perspective of their IP, offering the best products and services in the right places at the ideal times. We’re thrilled about the possibility of generating new entertainment experiences by blending Sony Group’s strengths and technological prowess across various entertainment sectors with Bandai Namco’s IP strategy. This partnership aims to engage IP enthusiasts globally, co-create the future, and achieve our goals: ‘Fun for All into the Future’ and ‘Connecting with Fans.’

Toshimoto Mitomo serves as the Chief Strategy Officer and also holds the position of Representative Executive Officer at Sony Group Corporation.

As a gamer partnering with Bandai Namco Group, I’m thrilled about the chance to collaborate on an exciting mix of content and immersive experiences that will leave fans breathless! With their impressive reach and fan connections across borders, we aim to create something truly extraordinary. Together, we’ll leverage our combined strengths in entertainment to unlock the potential of captivating intellectual properties, ultimately boosting their value and moving us closer to Sony’s vision for creative entertainment.

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2025-07-24 10:16