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

Sony has entered into a "strategic business alliance" with Bandai Namco holdings, acquiring about 2.5 percent of the Japanese media conglomorate and gaming publisher with a 68 billion yen ($465 million) investment, the companies announced. The aim, Sony said, is to expand the fan community "for IP such as anime and manga around the world and strengthen... engagement, particularly in the anime field where rapid market growth is anticipated." 

The companies noted that they have historically collaborated on fields like games, anime and music, but plan to extend this into a "broader range of areas." Bandai Namco specifically called out the "production and distribution of anime and other video content, as well as merchandising." In other words, the two companies may want to join the current (and successful) trend of creating series and movies from video game and other content. At the same time, they plan to develop and promote new IP in the anime and manga areas, according to the press release. 

The deal lines up with Sony's recently stated aim to maximize the value of its content across gaming and entertainment ecosystems. And clearly, converting video game IP to films and series has proven to be highly lucrative, from franchises ranging from Minecraft to Mario Bros. to The Last of Us. 

Bandai Namco added that the companies plan to provide "the optimal products and services at the optimal timing in the optimal regions." In other words, it will focus some content more in some regions than others, depending on demand. Hopefully, we can expect some announcements around new content based on Bandai Namco IP in the near future. 

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