Sanrio, having already collaborated with various domestic and international games such as Arknights, Overwatch, and Mabinogi Mobile, is now establishing its own dedicated gaming entity.

On the 21st, Sanrio announced the launch of its publishing-based game brand, 'Sanrio Games,' and stated that its first title, 'Sanrio Party Land,' is scheduled for a simultaneous worldwide release this autumn. Sanrio plans to introduce approximately 10 new titles over the next three years following the establishment of the subsidiary.

Until now, Sanrio was primarily known as an IP holder that licensed its characters for various game titles or engaged in collaborations. Recently, the company has been focusing on expanding its character IP, including ventures into virtual YouTubers. The purpose of establishing this subsidiary is to continue expanding this strategy while directly connecting its IP with customers. Consequently, Sanrio is entering the game market in earnest as a primary entity for planning and development.

Sanrio Games will strategically develop games and design experiences that reflect the worldview of each character through its own publishing arm. The company is also considering developing IP that originates from games, further expanding Sanrio IP with games at the center. It plans to provide new experiences by linking games with existing services such as the 'Sanrio+' membership service, Sanrio shops, and theme parks.

Meanwhile, 'Sanrio Party Land,' scheduled for release this autumn, will be available on Nintendo Switch and Nintendo Switch 2. In this casual party game, users can create their own original avatars in a town where various Sanrio characters appear, and enjoy mini-games and board games alongside them. More detailed information about 'Sanrio Party Land' will be released at a later date.