Sony Group Corporation and Bandai Namco Holdings Inc. have jointly invested 10 billion yen (approximately US$70 million) in Gaudiy Inc., a Tokyo-based entertainment technology company, in a move that marks the beginning of a strategic three-way partnership aimed at expanding the global reach of Japanese intellectual property (IP) and building a next-generation entertainment ecosystem.

The partnership—announced alongside Gaudiy's Pre-Series C funding round—is set to leverage the strengths of each entity: Sony's technological infrastructure and global streaming platforms, Bandai Namco's robust IP and merchandising operations, and Gaudiy's Web3, AI, and blockchain-based fan engagement tools. Gaudiy is the creator of Fanlink, a platform designed to deepen interactions between fans and their favorite IPs using emerging technologies.

Expanding the Value of Japanese IP
Japan's entertainment content industry has grown to rival the country's core export sectors in global revenue. Ten of the world's top 25 IP franchises originate from Japan, underscoring the international influence of its anime, manga, and character-based content.

Sony and Bandai Namco's investment reflects a shared commitment to maximize the value of Japanese IP across borders. Sony's Creative Entertainment Vision, introduced in 2024, emphasizes expanding IP through creative collaboration and technology. Bandai Namco's mid-term plan, launched in April 2025, reiterates the group's mission to "Connect with Fans" worldwide, aligning closely with Gaudiy's fan-centric philosophy.

As part of this ecosystem-building effort, Gaudiy also acquired MyAnimeList—a leading global anime and manga community platform with over 19.5 million registered users, 99% of whom are based outside Japan. This acquisition complements Sony's 2021 purchase of Crunchyroll and aligns with Bandai Namco's IP-driven business strategy, which seeks to deliver optimized IP experiences globally.

Key Areas of Collaboration
The alliance is built on a strategic vision to strengthen the global competitiveness of Japanese anime and entertainment through integrated, cross-company initiatives. Leveraging the international reach of Crunchyroll and MyAnimeList alongside Bandai Namco's IP merchandising expertise, the companies aim to drive overseas expansion.

A key focus is the cultivation of next-generation creators and the development of original content with global potential. Collaborative use of fan and user data will enable more tailored and engaging user experiences across platforms. Additionally, the partners will explore emerging technologies to enhance value creation: Sony's proprietary blockchain infrastructure and Gaudiy's tokenomics capabilities will support secure and transparent IP monetization, while generative AI is being piloted in initiatives such as the GUNPLA Builders' Note community.

Expanded Investment & Strategic Shareholders
In addition to Sony and Bandai Namco's equity stake, Gaudiy's Pre-Series C round has attracted new shareholders via a stock swap, including major Japanese publishers and entertainment firms: Kodansha, Shueisha, Shogakukan, Coamix, Bushiroad, Akatsuki, and The Anime Times Company. A second close is planned for later this year, aiming to attract further capital at the same valuation.

Gaudiy intends to allocate the raised funds toward global expansion, strategic M&A, and advanced R&D in Web3 and AI. Other uses include hiring engineers and developing educational and social initiatives in line with its vision of building "Fan Nations."

Executive Remarks
Toshimoto Mitomo, Chief Strategy Officer at Sony, noted the importance of delivering "limitless Kando (emotion)" to fans by combining creativity with the latest technologies. Bandai Namco's Executive Vice President Nobuhiko Momoi emphasized the role of this partnership as the inaugural initiative under its new CW360 department, created to foster 360° fan engagement.

Gaudiy CEO Yuya Ishikawa described the partnership as a personal milestone and reiterated the company's long-term mission to enable value creation driven by fan passion. "We believe that entertainment and IP carry Japan's greater purpose and the power to bring happiness to people around the world," Ishikawa stated.

Source: PR Times