Sony Buys 2.5% Stake in Bandai Namco Forging Alliance

Sony has acquired a minority 2.5% stake in Elden Ring publisher Bandai Namco.

According to Sony, the purchase of 16 million shares marks the beginning of a broader strategic alliance with Bandai Namco. This partnership aims to "expand the global fan community for anime and manga IP and strengthen engagement."

Sony noted it has "a history of collaboration with Bandai Namco across various projects in gaming, anime, and music" and plans to "extend this cooperation into a wider array of fields."

Although not explicitly mentioned in the press release, video games are a major focus for both companies, making further expansion of FromSoftware's blockbuster Elden Ring—published by Bandai Namco—highly likely. Notably, Sony is already the largest shareholder in FromSoft's parent company, Kadokawa, and an Elden Ring film adaptation is already in the works.

Sony stated in a press release: "The two companies plan to undertake initiatives including the expansion of works, products, and services based on IP developed by Bandai Namco, leveraging Sony’s expertise in anime and video content production, distribution, and merchandising."

"Through this partnership, we aim to co-create a diverse range of content and experiences that go beyond expectations and deliver Kando (emotional stimulation) to even more fans, alongside Bandai Namco Group, which possesses outstanding capabilities for expanding diverse IP across multiple fields and maintaining deep connections with fans globally," said Sony’s chief strategy officer, Toshimoto Mitomo.

Speaking of Elden Ring: For those wondering, film director Alex Garland is indeed as passionate about FromSoft's game as the players. He is currently on his seventh playthrough of the epic fantasy RPG and recently shared which boss he found the most challenging.

“It's Malenia who's the tough one”, Garland told IGN last month. “I'm now on my seventh playthrough of that game. I've leveled up, I've got lots of juice, and a cool sword, and stuff like that, and I just throw myself at them again, and again, and again, and again.”