Sony bets on AI and blockchain to transform Japanese entertainment

Sony revealed a new strategic partnership with Bandai Namco and Gaudiy Inc. aiming to reformulate the foundations of digital entertainment in Japan. The focus of the collaboration is on the development of a sustainable and technological ecosystem that combines generative AI, blockchain, and data analysis to create richer and more globalized experiences.

The project is structured around five main pillars. One of the most relevant is the use of blockchain, with the promise of providing a secure and transparent environment for both fans and creators. The technology will be based on Soneium*4, a public blockchain developed by Sony itself, combined with Gaudiy's expertise. The goal is to ensure that content creators receive fair compensation for their work.

Another axis of the partnership is the application of generative AI. Bandai Namco and Gaudiy have already begun testing the use of the technology in fan communities, such as the GUNPLA (Gundam model kits), to explore how creative algorithms can enhance content production and audience engagement.

The strategy also involves the global expansion of Japanese intellectual properties (IPs), with the support of subsidiaries Crunchyroll (from Sony) and MyAnimeList (from Gaudiy), both with a strong international presence in the anime segment. The expectation is to amplify the value of these brands beyond Japan, reaching new markets and audiences.

The creation of new IPs and the encouragement of new creators are also at the heart of the proposal. The companies plan to identify and empower local talents, with technological and market support, to fuel the next generation of Japanese entertainment.

The last axis of the plan is in the use and integration of data among the three companies. The intention is to conduct in-depth analyses of audience behavior to personalize the experiences offered. By combining information on consumption, engagement, and user preferences, the partnership hopes to produce content more aligned with consumer expectations.

Despite the ambition of the project, no detailed timeline or investment value has been disclosed at this time. However, the alliance between three of the most influential companies in Japanese entertainment may indicate an important strategic move in the face of the transformations that AI and blockchain are imposing on the global sector.

This is not the first time Sony and Bandai Namco have invested in emerging technologies. In previous initiatives, such as the expansion of PlayStation Stars and the use of data in multiplayer matchmaking, both have shown interest in integrating innovation and user experience. With the entry of Gaudiy, a specialist in Web3, the trio aims to establish a new standard for Japanese entertainment on the international stage.