Sony takes up a 2.5% stake in Elden Ring publisher Bandai Namco in ‘strategic partnership’

Sony Group Corporation (TYO: 6758) has announced a strategic partnership with Bandai Namco Holdings Inc. (TYO: 7832), acquiring 16 million shares, which equate to roughly a 2.5% stake in the company. The $464 million (¥68 billion) investment was announced in a press release on Sony’s official website.

This substantial investment makes Sony a key minority shareholder in the Elden Ring publisher, focusing on further expanding the company’s presence in global fan communities for intellectual properties such as anime. As of now, Sony also owns major anime streaming platforms Crunchyroll and Funimation. 

Using these platforms, Sony is expected to enhance Bandai Namco’s IP portfolio, which includes franchises such as Tekken, Gundam, Soulcalibur, and Pac-Man, among others. It’s speculated that both companies will join hands to develop new anime and manga based on several IPs.

In the press release, Sony’s Chief Strategy Officer and Representative Corporate Executive Officer, Toshimoto Mitomo, stated:

“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 IP and deep connections with fans at real touchpoints, both domestically and internationally.”

Sony is no stranger when it comes to investing in major Japanese media brands. The company holds a 12% stake in Kadokawa, making it its largest shareholder. Moreover, Sony also owns 14.09% of FromSoftware, 4.9% of Epic Games, 5% of Develover Digital, and 4.98% of Bilibili.

While Bandai Namco is still all-in on gaming, the company is also extending its efforts in movie production, i.e., the upcoming Elden Ring movie with A24 and Alex Garland.

Sony is making calculated moves to strengthen ties with key players in the gaming and media industry. Fans, on the other hand, can expect some innovative and exciting upcoming collaborative anime projects in the future, alongside new merchandise.