Sony has signed a new ‘strategic business alliance agreement’ with global media company Bandai Namco, which includes promoting the latter’s IPs.
The agreement sees Sony acquire 16m shares of Bandai Namco, or around 2.5% of total issued shares, for approximately ¥68bn (~$430m/ £330m).
Sony will utilise its expertise in distribution and production to further expand Bandai Namco’s IPs, particularly in regards to anime and manga where it sees ‘rapid market growth’ alongside other video content.
Nobuhiko Momoi, Executive Vice President at Bandai Namco Holdings Inc., commented on the deal: “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 IP axis strategy.”
The partnership includes merchandising, in addition to future collaborations for ‘experiential entertainment.’ The blog post by Sony also shares plans to further support creators, alongside further investments and ‘business alliances’ to promote fan engagement.
Toshimoto Mitomo, Chief Strategy Officer and Representative Corporate Executive Officer at Sony Group Corporation, added: “By combining the strengths of both companies in the field of entertainment and unlocking the potential of compelling IP, we will further accelerate our efforts to maximize IP value and realise Sony’s long-term vision, [the] ‘Creative Entertainment Vision.'”
Bandai Namco and Sony in Esports
While the two companies have never co-organised esports tournaments, both parties have regularly worked with each other in the gaming space. From licensing agreements for remasters to popular Bandai Namco titles being compatible with PlayStation systems.
Both Sony and Bandai Namco have also made major strides in the esports scene, with the latter responsible for some of the most popular FGC titles in the competitive ecosystem, such as Tekken 8.
Sony itself has also held an active presence in esports, from releasing competitive gear such as Project Defiant, to tournament and esports team partnerships through its gaming gear brand INZONE.
