Sony, Bandai Namco, and Gaudiy Launch Strategic Partnership

May 7, 7:53 PM

Vindstot

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Overkilled Red

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Aug 2013

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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

May 7, 8:50 PM

MadanielFL

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Feb 2021

7101

Ok so MAL is owned by Gaudiy and now Sony is investing in Gaudiy, meaning Sony now has somewhat influence on MAL...

May 7, 10:52 PM

Retro8bit

Nostalgia Rules!

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Jun 2008

11448

Everyone's buying everyone these days. Yikes!

May 7, 11:02 PM

deg

lagom

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Jan 2009

105404

inb4 mal is becoming woke because of soyny

May 7, 11:42 PM

RobertBobert

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Apr 2012

23526

I have a feeling that in 5-10 years, all anime will be made by one company.

May 8, 2:44 AM

detarameMAL

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Aug 2024

226

I will be honest: phrases like "next-generation entertainment system," "cultivation of next-generation creators," and more mean nothing. It's supposed to make me feel like I'm witnessing innovation, but nobody actually thinks that way. "Cultivation of next-generation creators" is especially silly: one just can't cultivate authentic content creators like idols. They can cultivate less authentic creators, I suppose, but that just dilutes the quality of anime Youtube, the exact opposite of what they should aim to achieve. "Ten of the world's top 25 IP franchises originate from Japan, underscoring the international influence of its anime, manga, and character-based content"... This reads like a pitch to investors, not to people who actually care.

On the other hand, the few concrete things I see do worry me.

Vindstot said:
The alliance is built on a strategic vision to strengthen the global competitiveness of Japanese anime and entertainment through integrated, cross-company initiatives.

More integration, in this case both horizontally and vertically. I can't say that this is what we need. If major publishers, entertainment corporations, and other companies all become more integrated, isn't that just a cartel, but not illegal? Even assuming they'll work for the best interests of consumers, integration tends to lead to stiff and inefficient companies, simply because they're hard to oversee and organize. The anime industry is already incredibly inefficient in terms of change, understanding consumers, and actually funding passion-driven projects that deserve funding.

Vindstot said:
Collaborative use of fan and user data will enable more tailored and engaging user experiences across platforms.

So, more recommendation algorithms and anime targeted towards mainstream demographics? This is not necessarily a bad thing if it really works. But, usually when a site wants to "tailor user experiences", what ends up happening is a recommendation algorithm that aims to get you addicted to the platform.

Vindstot said:
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.

So, basically, they're going to start a lot of projects to get more money from anime fans, hence "value creation"? Except, they're not actually selling any merch, but instead are monetizing... Crypto tokens? I mean, sure, some people will definitely buy it, but you get my point. When will entrepreneurs learn that making crypto does not equal materializing value out of thin air if nobody cares about the crypto (which nobody should)? How about they monetize anime through other ways instead? Such as, by funding more high-quality anime that people will actually want to spend money on!?

detarameMALMay 8, 2:48 AM

May 8, 5:54 AM

yamiyugi101

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Jan 2016

533

I don't care who buys MAL MAL scores are still meaningless also holy crap you want a steak to go along with that corporate word salad

I'd rather die a free man then live under the rules of idiots

May 8, 8:18 AM

PaintedIndigo

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Aug 2014

I have never seen a company more deserving of bankruptcy than Guadiy.

Nobody wants your generative AI NFTs.

This is an absolute disaster.

May 8, 8:29 AM

ChibiBuizel

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Feb 2009

Well it's been fun, but if you're selling out to NFT shills, then I guess I'm done here. Screw yall, I'm sticking with AniList from now on

May 8, 8:29 AM

#10

rohan121

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Sep 2018

13366

My biggest concern with this is a new wave of censorship through oversensitive dei. I hope I am wrong.

May 8, 10:43 AM

#11

IridescentJaune

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Jun 2021

3191

Vindstot said:
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.

Fan and user data?! 😒 Hmm... Uhm, first and foremost, always ask for each users' consent.

Oh, hell no to any of those in bold!

And if I want "Fan Nations" then I'll just go check hundreds of MAL clubs or go to Fandom (like I usually do), other wikis and forums or even some subreddits. I don't want any of that AnimeID thing. No to NFTs and tokenomics on MAL!

IridescentJauneMay 8, 10:48 AM

📺&📖 A/M | 🎧 | Rec A/M | Stacks |

May 10, 8:20 AM

#12

Neko_sama3

Offline

Jul 2023

so now we are gonna have useless censoring, dei bullshit and AI slop, these greedy bastards didnt leave anime too, why is everyone so eager to destroy beautiful things all over the world

May 20, 2:47 PM

#13

pfpjenkins

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May 2024

Interesting given the new ownership of MAL. Will have to see what changes actually happen in the anime industry and how material it is

May 30, 10:59 AM

#14

ssvmdh

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Mar 2025

521

Vindstot said:

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

Yeah...
As I know Sony and Namco are partners from 2015-16 at least...
Like Blue Lock has them both in starting titles...
And other anime seies also, just forgot the names...
So nothing bad in that, as long as they stay in Japan...
The third company... let us see what products they purchare in the future, ok?

Jun 11, 3:41 AM

#15

adam2131

Offline

May 2025

Seems like everyone's buying each other out lately—yikes!

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Sony, Bandai Namco, and Gaudiy Launch Strategic Partnership

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