Sony and Bandai Namco have formalized a strategic agreement, with Sony set to acquire a 2.5 percent share in the publisher of Elden Ring, the companies announced on Thursday. The deal involves Sony investing approximately JPY 68 billion (around Rs. 4,010 crore) to acquire 16 million shares in Bandai Namco. This collaboration between the two prominent Japanese firms will emphasize developments in anime and manga, aiming to create “new experiences” that enhance the value of intellectual property.
Sony Takes Stake in Bandai Namco
In an official press release, the companies revealed that their “strategic business alliance agreement” will work towards fortifying their engagement in anime, merchandising, and beyond.
The companies noted, “Bandai Namco and Sony have historically collaborated on various projects across games, anime, and music, and they plan to broaden this collaboration into more diverse fields.” Initiatives will include the expansion of works and products grounded in Bandai Namco’s IP, with plans to leverage Sony’s capabilities in anime production, distribution of video content, and merchandising.
Further discussions between Sony and Bandai Namco will focus on developing IP in anime and manga and exploring avenues for collaborative “experiential entertainment.” The two companies also intend to enhance fan engagement, explore joint investments, and advance entertainment-related technologies and services.
“Through this partnership, we aim to co-create an array of content and experiences that exceed expectations and deliver Kando (emotion) to an even wider audience,” stated Sony’s Chief Strategy Officer Toshimoto Mitomo, highlighting the potential for enhanced connections with fans, both domestically and globally, alongside Bandai Namco’s impressive capacity for diverse IP expansion.
This new stake follows Sony’s previous investment last year, when it acquired additional shares in FromSoftware’s parent company, Kadokawa, for JPY 50 billion ($320 million or approximately Rs. 2,722 crore), increasing its holding to about 10 percent, making Sony the largest shareholder in the publishing firm.
