Sony bought a chunk of Bandai Namco to boost anime fan community engagement

Sony has formed a strategic business alliance with Bandai Namco Holdings, acquiring a 2.5% stake in the Japanese media conglomerate and gaming publisher with a $465 million investment. The goal is to expand the fan community for anime and manga IP globally and strengthen engagement, particularly in the rapidly growing anime market. The companies have historically collaborated on games, anime, and music, but plan to extend this to a broader range of areas. They aim to produce and distribute anime and video content, as well as merchandise, and develop new IP in the anime and manga areas. The deal aligns with Sony's goal to maximize the value of its content across gaming and entertainment ecosystems. Converting video game IP to films and series has proven lucrative, as seen with franchises like Minecraft, Mario Bros., and The Last of Us. The companies plan to provide optimal products and services at the right time and in the right regions, focusing on demand-driven content. This alliance may lead to new content announcements based on Bandai Namco IP in the near future. The partnership will help Sony expand its reach in the anime and manga markets, where rapid growth is anticipated. By working together, the companies can create new and engaging content for fans worldwide.