Sony Group Corporation and Bandai Namco Holdings sign strategic partnership

Sony Group Corporation and Bandai Namco Holdings have signed a strategic business alliance agreement aimed at strengthening engagement among anime and manga fans, which will also see Sony acquire 16 million Bandai Namco shares for 68 billion yen, becoming a shareholder holding approximately 2.5 percent of total issued shares of Bandai Namco, the companies announced.

Here are the details:

■ Strategic Business Alliance

Through this business alliance and Sony’s investment in Bandai Namco, as two of the leading Japanese entertainment companies, Bandai Namco and Sony will focus on expanding the fan community for [intellectual property] such as anime and manga around the world and strengthening engagement, particularly in the anime field where rapid market growth is anticipated, while merging their strengths to create new and emotionally moving experiences for fans, and as a result of these efforts maximize the value of [intellectual property].

Bandai Namco and Sony have historically collaborated on various projects in the fields such as games, anime and music, and they plan to extend this collaboration to a broader range of areas. The two companies intend to implement initiatives including the expansion of works as well as products and services based on [intellectual property] developed by Bandai Namco, leveraging Sony’s strengths in areas such as the production and distribution of anime and other video content, as well as merchandising. They also plan to engage in detailed discussions regarding the joint development and promotion of [intellectual property] such as anime and manga, in addition to planning and technical collaboration on experiential entertainment. Furthermore, the two companies plan to explore opportunities to support creators by jointly developing and operating entertainment-related technologies and services, and to engage in joint investments and business alliances in fan engagement areas.

■ Comments

Nobuhiko Momoi, Executive Vice President, Bandai Namco Holdings Inc.

“The Bandai Namco Group promotes an ‘[intellectual property] axis strategy’ that aims to maximize [intellectual property] value by leveraging the appeal and worldview of [intellectual property], providing the optimal products and services at the optimal timing in the optimal regions. We are filled with excitement about the potential to create new entertainment by combining Sony Group’s strengths and technological capabilities across various entertainment fields with Bandai Namco’s [intellectual property] axis strategy. Through this collaboration, we aim to connect with [intellectual property] fans worldwide, cocreate the future together, and realize our Purpose, ‘Fun for All into the Future,’ and Mid- to Long-term Vision, ‘Connect with Fans.'”

Toshimoto Mitomo, Chief Strategy Officer, Representative Corporate Executive Officer, Sony Group Corporation

“Through this partnership, we aim to co-create an array of content and experiences that exceed expectations and deliver Kando (emotion) to even more fans, alongside Bandai Namco Group, with its outstanding capacity for multidirectional expansion of diverse [intellectual property] and deep connections with fans at real touchpoints, both domestically and internationally. By combining the strengths of both companies in the field of entertainment and unlocking the potential of compelling [intellectual property], we will further accelerate our efforts to maximize [intellectual property] value and realize Sony’s long-term vision, ‘Creative Entertainment Vision.'”