Toei and Sanrio enter the gaming market
東映與三麗鷗進軍遊戲市場
In April 2026, two titans of Japanese entertainment, Toei Company and Sanrio, announced major shifts into the video game industry.
2026年4月，日本娛樂界的兩大巨頭東映公司（ㄉㄨㄥ ㄧㄥˋ ㄍㄨㄥ ㄙ）與三麗鷗（ㄙㄢ ㄌㄧˋ ㄡ ），宣布將重大業務轉向電子遊戲產業。
Both are pivoting to become direct players in the gaming market, though their strategies differ significantly.
兩者皆轉型為遊戲市場的直接參與者，儘管其策略有顯著差異。
Toei Company has launched Toei Games as a new business pillar.
東映公司推出了「東映遊戲」作為新的業務支柱。
This strategic move highlights a broader trend among Japanese media conglomerates seeking to turn gaming into a core business.
這項戰略舉措凸顯了日本媒體集團尋求將遊戲轉化為核心業務的廣泛趨勢。
While Toei builds from scratch to foster new creativity, Sanrio is doubling down on its iconic characters to deepen global brand engagement.
東映從零開始以培育新的創造力，而三麗鷗則加倍投資於其標誌性角色以深化全球品牌參與度。
Both companies are signaling that interactive storytelling is essential for their long-term growth.
兩家公司皆表明，互動式敘事對於其長期成長至關重要。
