Bandai Namco Holdings and Sony Group announced on July 24 that they have entered a strategic business partnership. As part of the deal, Sony has agreed with existing shareholders to acquire 16 million shares (a 2.5% stake) in Bandai Namco for approximately $464 million (source: GameBiz).
The primary focus of the partnership is expanding global fan communities of anime, manga and other IPs, particularly in the rapidly growing anime market. The two entertainment giants have previously collaborated in areas such as games, anime, and music, but through the acquisition, they intend to broaden the scope of this partnership while further leveraging each other’s strong suits.
Specifically, this will involve using Sony’s infrastructure for anime production, distribution, and merchandising to promote Bandai Namco’s IPs, as well as co-developing and co-promoting anime and manga. In addition, Bandai and Sony will work together on supporting creators through “the joint development and operation of technologies and services in the entertainment sector.” They also aim to explore joint investment and business partnerships in areas focused on fan engagement, and are considering cooperating on experiential entertainment.
This partnership comes a few months following news of Sony becoming a major shareholder of Kadokawa – another major player when it comes to anime and IP production. These partnerships, along with the acquisitions of anime production studios, are no doubt part of Sony’s strategic goal of making anime a cornerstone of its entertainment business.
