Sony Strikes ‘Strategic Partnership’ With Elden Ring Publisher Bandai Namco, Acquires 2.5% Stake

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

Sony said the 16 million-share acquisition forms part of a broader “strategic partnership” with Bandai Namco and “will focus on expanding the fan community for IP such as anime and manga around the world and strengthening engagement.”

Sony said it has “historically collaborated on various projects in the fields such as games, anime, and music” with Bandai Namco, and plans to extend this collaboration “to a broader range of areas.”

While not explicitly addressed in the announcement, gaming forms a substantial part of both companies, and it’s hard to imagine a world where FromSoftware’s gargantuan Elden Ring — which Namco Bandai publishes — isn’t expanded further. After all, Sony is already the largest shareholder in FromSoft’s parent company, Kadokawa, and an Elden Ring movie is already in development.

“The two companies intend to implement initiatives including the expansion of works as well as products and services based on IP developed by Bandai Namco, leveraging Sony’s strengths in areas such as the production and distribution of anime and other video content, as well as merchandising,” Sony said in a press release.

“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,” said Sony’s chief strategy officer, Toshimoto Mitomo.

While we’re talking about Elden Ring: In case it wasn’t clear, yes, Elden Ring movie director Alex Garland cares about FromSoft’s game as much as you do. He’s currently on his seventh playthrough of the epic fantasy RPG, and recently revealed the boss he found the toughest to take down.

“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.”

Vikki Blake is a reporter for IGN, as well as a critic, columnist, and consultant with 15+ years experience working with some of the world’s biggest gaming sites and publications. She’s also a Guardian, Spartan, Silent Hillian, Legend, and perpetually High Chaos. Find her at BlueSky.