Sony expands anime push

Sony expands its anime push with major IP deals and frames it as a long term growth engine.

Sony bets on anime growth after Crunchyroll deals

Sony has been widening its anime footprint through a series of high profile moves. In a recent interview with Toyo Keizai, translated by Automaton, Sony CSO Toshimoto Mitomo said the anime business is in a phase roughly equivalent to the period between the launch of the PS1 and PS2. The company bought Crunchyroll for 1.175 billion dollars in 2021 and has since increased its stake in Kadokawa at the end of last year to co produce anime and broaden global distribution. Earlier this year Sony bought 2.5 percent of Bandai Namco to strengthen ties across IP. The message is clear: anime is central to Sony growth plans rather than a side project.

Analysts note the market momentum is visible in Japan where Demon Slayer Infinity Castle posted the biggest opening weekend. Yet the plan faces a caution flag. Sony's live service strategy for games has faced setbacks and CFO Lin Tao described it as not entirely going smoothly. The effort to grow a global fan base for anime and manga relies on licensing deals, cross media collaboration and new formats such as live action films and series. How much money is invested today and how quickly returns arrive remains a key question for investors and fans alike.

Sony is moving from a hardware and live service orientation toward a broader IP driven model. If anime becomes a cross media engine for PlayStation and other divisions, the company could build durable revenue but the risk is real. The bets require steady cash, reliable licensing pipelines, and global distribution channels. The contrast with the failed live service push shows a pivot toward longer term value rather than quick fixes. The next test is whether this approach can sustain momentum when a new anime hit passes and licensing costs change. The trend reflects a shift at large tech and media firms toward IP ecosystems where success hinges on global communities and cross platform reach.

Highlights

Time will tell if these bets pay off across markets.