Sony Purchases a 2.5% Equity Share in Bandai Namco
Sony Group and Bandai Namco Form Strategic Alliance to Boost Global Anime and Manga Engagement
In a significant move announced on July 25, Sony Group Corp. has formed an alliance with Bandai Namco Holdings Inc., marking a new chapter in the expansion of Japanese anime and manga intellectual properties (IP) on a global scale. The partnership, which involves Sony acquiring a 2.5% stake in Bandai Namco for approximately 68 billion yen through the purchase of 16 million outstanding shares, is poised to create new content, immersive fan experiences, and broaden the global reach of these beloved franchises.
At the heart of this alliance lies a shared vision to expand and strengthen global fan engagement around Bandai Namco’s IP, particularly in the anime and manga domain, which is expected to experience rapid growth in the coming years.
The strategic partnership encompasses several key areas:
Video Content Creation and Distribution
Sony, renowned for its production and distribution of anime and other video content, will leverage its expertise to expand works based on Bandai Namco’s extensive IP portfolio. This collaboration may result in the creation of new anime, manga, and related products and services that extend Bandai Namco’s popular franchises such as Elden Ring, Dark Souls, and Tekken.
Experiential Entertainment
Both companies will collaborate on the planning and technical development of experiential entertainment, aiming to create new, emotionally moving fan experiences that merge their creative and technological strengths. This collaboration may also encompass developing entertainment-related technologies and services that enhance fan engagement.
Property Development and Merchandising
Sony's involvement is expected to cover merchandising and potentially expanding IP into new product lines. Bandai Namco will continue managing its IP through its "IP axis strategy," while Sony will contribute with content creation, streaming, and merchandising to maximize IP value globally.
Fan Community Expansion & Creator Support
Both companies plan to jointly invest and collaborate on initiatives to grow the fan community worldwide, especially in the anime and manga domain, and support creators by jointly developing entertainment technologies and services that foster fan engagement.
In summary, this alliance aims to deepen collaboration by combining Bandai Namco’s rich IP and market presence with Sony’s global content production, distribution, and merchandising capabilities. This strategic partnership is designed to capitalise on Bandai Namco's anime and manga assets and Kadokawa Corp.'s intellectual properties, creating a synergy that promises exciting new content and experiences for fans around the world.
[1] Jiji Press, "Sony Group Corp. and Bandai Namco Holdings Inc. Announce Strategic Alliance," (July 25, 2025). [2] Anime News Network, "Sony Group Corp. to Acquire 2.5% Stake in Bandai Namco Holdings Inc.," (July 25, 2025). [3] Variety, "Sony Group Corp. and Bandai Namco Holdings Inc. Announce Strategic Alliance," (July 25, 2025). [4] The Hollywood Reporter, "Sony Group Corp. and Bandai Namco Holdings Inc. Form Strategic Alliance," (July 25, 2025).
- In the scope of their alliance, Sony will share and distribute photos and videos based on Bandai Namco's intellectual properties, such as Elden Ring, Dark Souls, and Tekken, to increase global audience engagement.
- The collaboration between Sony and Bandai Namco also aims to create and distribute new technologies for entertainment purposes, allowing fans to share their experiences and creations with a global community.
- As part of its investment in Bandai Namco, Sony hopes to generate revenue by merchandising and monetizing these popular anime, manga, and video game franchises, expanding their reach within the finance and business sectors.
