Bandai Namco reports a surge in digital earnings of approximately ¥7 billion, attributed in part to over 5 million players of Elden Ring, and strengthens its partnership with Sony.
Bandai Namco and Sony Form Strategic Partnership, Boosting Digital Business
In a recent development, Bandai Namco Holdings and Sony Group Corporation have announced a strategic partnership. This collaboration aims to support creators through the joint development and operation of entertainment-related technologies and services [2].
The partnership will also involve joint development and promotion of Intellectual Property (IP), planning and technical collaboration on experiential entertainment. The details include the expansion of works and products based on Bandai Namco's IP, leveraging Sony's strengths in areas such as the production and distribution of anime and other video content, as well as merchandising [2].
The partnership is designed to expand the fan community for anime and manga worldwide and strengthen engagement [2].
Meanwhile, Bandai Namco's digital segment has been performing exceptionally well. The company reported a ¥1.4 billion jump in sales and a ¥7 billion increase in profits in this segment [3]. This growth is largely due to the success of their latest video game releases.
One of these releases was Elden Ring Nightreign, which has shipped 5 million copies as of last month [3]. The game, which was made fast and relatively cheap to keep it agile and affordable [4], has been a significant contributor to Bandai Namco's earnings in 2025 [1].
Post-launch, Elden Ring Nightreign has been kept afloat with minor patches and rotating super-bosses called Everdark Nightlords [4]. A content update for the Tarnished Edition of Elden Ring Nightreign is coming soon [1]. Moreover, the potential future DLC and expansions like further waves of Everdark Sovereigns bosses are positioned to sustain and possibly increase Bandai Namco’s revenue from the Elden Ring franchise by extending the game's life cycle and encouraging in-game purchases or additional game sales [5].
Sony has acquired 16 million shares of Bandai Namco, indicating a strong commitment to the partnership [2]. FromSoftware, the developer of Elden Ring Nightreign, has also made significant changes to the game mechanics, such as changing how grab attacks work for the first time since the original Dark Souls, creating a 0.2-second window for one old boss [4].
The Toys and Hobby segment saw a ¥14 billion increase in sales, but a smaller ¥1.6 billion increase in profit [3]. The partnership will also include joint investments and business alliances in the area of fan engagement [2].
Bandai Namco highlighted two releases for "trends in the digital business." The other release was Elden Ring Nightreign, which, along with its upcoming DLC, is expected to provide a steady financial boost, leveraging the franchise’s popularity and fan loyalty [5].
References:
- Bandai Namco's Elden Ring: Nightreign sells 5 million units, topping charts
- Bandai Namco and Sony Group Form Strategic Partnership
- Bandai Namco Reports Strong Q2 Results, Led by Digital Segment
- Interview with Junya Ishizaki, Director of Elden Ring Nightreign
- Elden Ring Nightreign's Future DLC and Expansions to Boost Revenue
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