Sony Aims for 9000 Original IPs Annually with Kadokawa Investment

Sony's recent investment in Kadokawa, where they acquired a 10% stake, has set the stage for an ambitious goal: publishing 9,000 original IP titles annually. This target, announced by Kadokawa President Takeshi Natsuno in an interview with the Japanese newspaper Nikkei, represents a significant leap from their 2023 output, aiming to increase it by 1.5 times by fiscal year 2027.

Sony Group Is Its Biggest Shareholder

With Sony now as its largest shareholder, Kadokawa is poised to leverage Sony's global distribution infrastructure to expand its reach internationally. The company's confidence in achieving this goal is evident in their medium-term management plan, which projects reaching 7,000 titles by fiscal year 2025. To support this growth, Kadokawa plans to increase its editorial staff to around 1,000, a 1.4 times increase, ensuring efficiency and sustainable growth without overburdening their team.

More Titles, More Adaptations, Natsuno Says

Kadokawa's strategy includes a "media mix" approach, aiming to adapt their IPs into anime and video games. President Natsuno emphasized the importance of diversity and variety in their works, hoping to create a system that leads to major hits. This strategy not only benefits Kadokawa but also Sony, particularly through its anime streaming service, Crunchyroll, which serves over 15 million paid subscribers. The partnership will enhance Crunchyroll's anime offerings with more Kadokawa IPs.

Kadokawa's extensive IP library includes popular titles like Bungo Stray Dogs, Oshi no Ko, The Rising of the Shield Hero, Delicious in Dungeon, and My Happy Marriage, alongside video game IPs such as Elden Ring, Dragon Quest, the Danganronpa series, and Mario & Luigi Brotherhood. Sony's interest in the multimedia market aligns well with Kadokawa's goals, as Sony aims to produce more live-action film and TV show adaptations, co-produce anime, and handle their overseas distribution.