Toei and Sanrio Expand Their Reach into Gaming
東映與三麗鷗擴大遊戲領域佈局
On April 21, 2026, two Japanese entertainment giants, Toei Company and Sanrio, announced significant, independent shifts into the gaming industry.
在2026年4月21日，兩大日本娛樂巨擘東映與三麗鷗宣布在遊戲產業中進行重大的獨立轉型。
Moving away from traditional licensing models, both firms have launched their own gaming divisions.
兩家公司一改過往傳統的授權模式，紛紛成立各自的遊戲部門。
Toei Games intends to build new intellectual properties for PC and consoles, aiming to make gaming a core business pillar under its 'Toei New Wave 2033' vision.
東映遊戲(Toei Games)計畫為PC與主機平台打造全新智慧財產權(Intellectual Property，簡稱IP)，旨在其「東映新浪潮2033」(Toei New Wave 2033)願景下，將遊戲打造為核心業務支柱。
Meanwhile, Sanrio Games is focusing on direct publishing, investing heavily to launch ten titles over three years, beginning with 'Sanrio Party Land.'
與此同時，三麗鷗遊戲(Sanrio Games)則聚焦於直接發行，並重金投入，計畫在三年內發行十款遊戲，首發作品為《三麗鷗派對樂園》(Sanrio Party Land)。
This trend reflects a broader industry movement where Japanese media companies are moving toward internal publishing to gain greater creative control and better monetize their global presence.
這股趨勢反映了日本媒體產業的廣泛動向，即企業正轉向內部發行，以獲取更大的創作掌控權並優化其全球影響力的獲利能力。
