TOKYO – Sony Group Corporation and Bandai Namco Holdings have announced a significant strategic business alliance, formalized on Thursday, July 24, 2025. This partnership aims to expand the global reach of anime, manga, and gaming intellectual properties (IPs) and deepen fan engagement worldwide. As part of the agreement, Sony will acquire a 2.5% ownership stake in Bandai Namco, purchasing 16 million shares for approximately 68 billion yen (about US$464.5 million).
A Deepening Collaboration for Global IP Growth
The newly formed alliance is set to accelerate efforts to maximize the value of IP by combining the strengths of both entertainment giants. While Bandai Namco and Sony have a history of collaboration across various projects in games, anime, and music, this agreement signifies a broader and more integrated approach.
Leveraging Core Strengths in Entertainment
The partnership specifically outlines plans to leverage Sony’s expertise in anime production and video distribution to expand Bandai Namco’s existing IP. This includes the joint development and promotion of anime and manga properties. Both companies aim to create new, emotionally moving experiences for fans and are committed to investing in technologies and platforms that enhance fan engagement and creator support.
Toshimoto Mitomo, Chief Strategy Officer at Sony Group Corporation, emphasized the goal of co-creating content and experiences that exceed expectations and deliver “Kando” (emotion) to more fans. This aligns with Sony’s “Creative Entertainment Vision,” which focuses on nurturing attractive IP and deepening fan engagement by expanding IP beyond traditional boundaries.
Implications for the Gaming Industry and Beyond
Sony’s investment in Bandai Namco has sparked considerable discussion, particularly regarding its potential impact on the gaming industry. Given Sony’s track record of investing in studios and securing console exclusives, there is speculation that this deal could influence future game development decisions by Bandai Namco. While the partnership is officially framed around anime and cross-media entertainment, the 2.5% ownership stake could pave the way for upcoming Bandai Namco titles to become PlayStation exclusives or debut with exclusive content. This would mark a significant shift for Bandai Namco, which has traditionally maintained a multiplatform approach to its high-profile franchises like Tekken, Soulcalibur, and Pac-Man.
The partnership also builds on recent collaborations, such as a joint investment in Gaudiy, a Web3 and AI company focused on creating “fan nations” or online communities for fans to connect with their favorite IPs. This prior investment, along with Sony’s existing stakes in other Japanese media companies like Kadokawa (which owns FromSoftware), underscores a broader strategy by Sony to strengthen its content ecosystem and global IP reach.
Focus on Expanding Fan Communities
The core objective of the alliance is to strengthen engagement among anime and manga fans worldwide. Both companies recognize the rapid growth in the anime market and seek to capitalize on this by merging their respective strengths. Initiatives are expected to include the expansion of works, products, and services based on Bandai Namco IP, utilizing Sony’s capabilities in content production, distribution, and merchandising. Detailed discussions are also planned regarding technical collaboration on experiential entertainment, joint development and operation of entertainment-related technologies, and strategic investments in fan engagement areas.
This strategic partnership is expected to drive significant innovation and expansion in the entertainment landscape, bringing together two influential Japanese companies to deliver enhanced experiences to a global audience.
