In a major move for the anime industry, Sony has acquired a 2.5% stake in Bandai Namco for approximately ¥68 billion (USD $464 million). Alongside the investment, both companies have signed a strategic partnership focused on expanding the global fanbase of anime and manga and developing new emotionally engaging entertainment experiences.
Aims to Maximize IP Value Through Joint Projects
As per the official announcement made on July 24, the alliance is aimed at “strengthening engagement among anime and manga fans worldwide,” with both companies leveraging their core strengths to maximize the value of intellectual properties (IP). This includes collaborative efforts in anime production, merchandising, content distribution, and technology.
Sony, already a major player through its ownership of Aniplex, Crunchyroll, and MyAnimeList, will bring in its global production and distribution capabilities. Bandai Namco, on the other hand, will contribute through its wide portfolio of IPs and its IP axis strategy, which focuses on delivering content across multiple formats and touchpoints.
“We are filled with excitement about the potential to create new entertainment by combining Sony Group’s strengths and technological capabilities with Bandai Namco’s IP axis strategy,” said Nobuhiko Momoi, Executive Vice President of Bandai Namco Holdings.
“Through this collaboration, we aim to connect with IP fans worldwide, co-create the future together, and realize our Purpose, Fun for All into the Future,” he added.
Focus Areas: Anime Production, Fan Engagement, and Creator Support
Both companies will not only co-develop new anime and manga projects but also explore technical collaborations in areas like experiential entertainment, merchandising, and creator support tools.
Some key focus points outlined in the agreement include:
- Expanding anime and manga-based content
- Co-developing entertainment-related technologies
- Investing in fan engagement platforms and services
- Enhancing merchandising and global distribution
- Supporting creators through joint development efforts
“By combining the strengths of both companies in the field of entertainment and unlocking the potential of compelling IP, we will further accelerate efforts to maximize IP value,” said Toshimoto Mitomo, Chief Strategy Officer at Sony Group.
Backed by Gaudiy & MyAnimeList Investment
This new alliance builds on Sony and Bandai Namco’s previous collaboration: a joint ¥10 billion investment (approx. $68 million) made earlier in May 2025 into Gaudiy, a Tokyo-based Web3 and AI company. Gaudiy operates platforms such as Fanlink and Gaudiy Financial Labs, which use blockchain, NFTs, and generative AI to build “fan nations” — digital spaces where fans can connect, support creators, and interact with content.
Gaudiy is also the current owner of MyAnimeList, having acquired it from Media Do Holdings. Sony has been actively using platforms like Crunchyroll and MyAnimeList to boost the global presence of its anime IPs, while Bandai Namco continues to expand its footprint in AI and fan-based digital services.
Part of Sony’s Long-Term Vision
This partnership further aligns with Sony’s long-term strategy, dubbed “Creative Entertainment Vision,” which seeks to integrate its gaming, music, anime, and technology divisions under a unified fan-centric approach. Sony’s recent moves also include a strategic alliance with Kadokawa and continuous IP expansion through Crunchyroll Studios.
Bandai Namco has likewise been focusing on integrating its IPs across games, toys, anime, and digital platforms under a unified strategy. Bookmark our website for more updates!
Source: Sony, Bandai Namco
