Bandai Namco Holdings X

Enhancing the Value of the Tamagotchi Series as It Celebrates Its 30th Anniversary
Expanding Touchpoints with New
Fans of the Tamagotchi Series Through Games

Profile

Sanae Honma

Producer of the Tamagotchi Connection: Corner Shop Series
Assistant Manager
Production Team 2
IP & Content Production
AE Business Division
Bandai Namco Entertainment Inc.

Looking Back on Tamagotchi Plaza, the Latest Title of the Tamagotchi Connection: Corner Shop Series, Returning After Eight Years

The home console game Tamagotchi Plaza surpassed cumulative worldwide sales of 700,000 units in its first year, generating a response that exceeded our initial expectations. Since its first title launched in 2005, the Tamagotchi Connection: Corner Shop series has leveraged the medium of video games to develop a unique appeal, including the fun of pretending to run a shop, voices characteristic of Tamagotchi characters, and slightly surreal dialogue. In this latest title as well, we have preserved that distinctive Tamagotchi Connection: Corner Shop feel while evolving certain elements to fit the current gaming environment, including the implementation of 3D visuals and compatibility with Nintendo Switch 2 controls.
As the main customer base consists of fans in their 20s who played the series in the past, in addition to nostalgic elements, we incorporated types of shops that would resonate with these fans now that they are adults to provide them with a fresh sense of fun. To encourage long-term engagement following the game’s launch, we have been focusing on ongoing information-sharing efforts on our official social media channels and engaging in active communication informed by fan feedback. We have also been continuously providing free updates, such as new shops and new forms of gameplay, which have been well received by players. We are continuing our efforts to devise new features that enable players to enjoy the game longer and more deeply.

Expanding the Value of the Tamagotchi IP Through Entry Points Beyond Toys

A major source of value for Tamagotchi Plaza is that it serves as a new entry point to the Tamagotchi IP. It has served to spark interest in the Tamagotchi series, and through its linkage with the Tamagotchi Uni toy, it has encouraged engagement across multiple touchpoints, including games, toys, merchandise, and events. We consider it ideal for the expansion of the Tamagotchi IP that the existing toy fan base and game fan base do not overlap excessively, and that toys and games expand the value of the IP as a whole through their own distinct entry points.
The Tamagotchi IP still holds a wide range of possibilities. We will continue to nurture the Tamagotchi Connection: Corner Shop series as an important entry point that expands the Tamagotchi IP’s future, refining the enjoyment that only games can deliver and creating opportunities for new fans to encounter the IP.

What Our Purpose Means to Me

Works made with genuine enjoyment will, over time, go on to bring joy to someone else. I truly felt this sentiment when working on our latest project.Going forward, I will continue to grow the Tamagotchi Connection: Corner Shop series while envisioning the smiles it will bring in the future.

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Bandai Namco Group 1 YEAR OF RESULTS
DIRECTORS, BANDAI NAMCO HOLDINGS INC.
PRESIDENT'S MESSAGE
VICE President’s Message／CFO’s Message CIO／CISO’S Message
IP LINEUP／DIVERSE RANGE OF BUSINESSFIELDS／
The Bandai Namco Group:OUR VALUE CREATION PROCESS／
ORGANIZATIONAL STRUCTURE AND IP AXIS STRATEGY／
THE HISTORY OF GUNDAM
HISTORY OF OUR MID-TERM PLANS
MESSAGES FROM REPRESENTATIVE DIRECTORS OF BUSINESS MANAGEMENT COMPANIES
Special Feature: 360° Connections with Fans
SUSTAINABILITY ROUNDTABLE DISCUSSION
PERSONNEL STRATEGY
MESSAGE（SUSTAINABILITY）
BANDAI NAMCO HOLDINGS' INDEPENDENT OUTSIDE DIRECTORS
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Yuji Asako
We are seeing an increase in connections focused on the future, among not only Group employees but also our business partners. We want to deepen our relationships with all stakeholders and connect the world with smiles.
1
Nobuhiko Momoi
I always keep our fans in mind. It’s a mindset I want to continue carrying with me.
2
Takashi Tsuji
The idea of co-creating with our fans is highly aligned with our Purpose. By moving forward with “Connect with Fans,” we will realize our Purpose.
3
Noriko Fujita
Connections are both the starting point and the goal. By connecting our businesses, corporate functions, Group companies, and employees, I hope to help create value that keeps us connected with our fans.
4
Kazuhiro Takenaka
There is no limit to fun when we connect with each other. By reaching the hearts of our fans, we hope to create a relationship where we share and pursue dreams together.
5
Nao Udagawa
Behind every piece of content is a fan. That’s why I want to engage closely with their passion and aspirations so that we can keep delivering moments filled with excitement.
6
Makoto Asanuma
The value of a company is established only after it is recognized by its fans. No matter how admirable a company’s principles may be, they are meaningless if they do not resonate with people. It is therefore important that we engage with fans and deliver our works to them with passion.
7
Hiroshi Kawasaki
In addition to connecting with fans through IPs, we want to establish a unique and bold presence at our physical touchpoints, including through the hospitality of our people.
8
Hiroshi Sakakibara
To prevent one-way communication with fans, we want to create spaces where we can enjoy experiences together and share in the discovery of new forms of entertainment.
9
Naohiro Ogata
Although I have not been fully conscious of it, I have always created things by thinking about what can bring joy and excitement to our fans. I once again realize that this approach is a major strength of the Group.
10
Koji Tezuka
When creating a new work, I want to make it something that will bring people together to discuss and share their thoughts. It is my hope that these discussions between fans build greater enthusiasm.
11
Kenichiro Ikeuchi
I hope the works we create can connect fans with one another and expand the joy they share.
12
Shogo Kojima
There is no point in making a game that no one will play. For this reason, I want to always share the same perspective and passion as our fans and continue enjoying games together with them for years to come.
13
Ryoichi Shijo
Through our various interactions with fans, we get to know how they perceive the works we have made. We will reflect fan opinions in our game development moving forward.
14
Shoki Sano
We cannot continue our work if we lose our connections with fans. The driving force behind our flexible and agile approach to creating products and experiences is our fans.
15
Fumihiro Muto
As digitalization continues to advance, we connect with our fans through analog games and create spaces around the world for this connection to happen.
16
Taro Tsuji
Through our various businesses, we have a wide range of touchpoints with fans. I want to contribute to maximizing the value of IPs by making full use of the Group's business model.
17
Mikiko Hashimoto
“Connect with Fans” means we first get to know fans, connect with them, and then tackle new challenges. These are the words that inspire our creativity.
18
Yoko Shichiri
I want to pursue many different challenges while considering the perspectives of both our fans and the Company.
19
Sanae Honma
Will fans find it exciting? Will they feel it was worth their purchase? We never stop refining our ideas until we can vividly picture fans enjoying what we've created.
20
Satoshi Sakasai
Through Bandai Namco’s unique entertainment, we will deliver fun to people around the world.
21
Noriko Hayashi
Listening to fans every day through surveys and social media helps me feel connected to them. I hope to continue creating products that go beyond what fans imagine and inspire them in new ways.
22
Takahiro Kawakami
All of us at Bandai Namco will consider how we can enrich the lives of our fans.
23
Kazunori Goka
A shared passion sparks new connections and expands circles of communication. We create places where people connect through what they love. That is the mission of Shibuya LOVEZ.
24
Koji Fujiwara
The challenge is how to keep fans engaged as fans. While IP lies at the core of our business, it is fans who give IP its value. This belief is embodied in “Connect with Fans,” which is what makes the phrase so meaningful.
25
Maiko Kuge
I want to continue creating memorable experiences that fans find enjoyable and that remain in their hearts for years to come.
26
Suguru Ueda
I became an official employee of the Bandai Namco Group after working parttime at a Group facility. During my career, I have operated stores while engaging with fans and valuing our connections with them. In this way, “Connect with Fans” is a vision I am committed to embodying and have a deep attachment to.
27
Hikaru Minamikawa
By working closely with stores and creating engaging fan events, I hope to further strengthen the bond between fans and Bandai.
28
Ryo Konishi
People can connect through the IPs they love, regardless of country or region. These connections have shaped who I am today. To foster even more of them, I will continue advancing locally driven strategies tailored to each market.
29
Yukio Matsuhashi
We connect with fans and listen to their feedback. The question is how we will evolve our relationship with fans and what the next stage will be. We strive to build and sustain fan connections as a medium- to longterm goal.
30
Yoshiko Matsumoto
The passion we share brings smiles to fans, and their smiles become the driving force behind our work. We are committed to continue fostering this connection with fans.
31
Asuka Shimizu
When people and organizations across the Group connect, learn from one another, and grow together, we can deliver even greater value to our fans.
32
Bunbu Suzuki
Entertainment will continue to be an essential part of people's lives, even as its forms and scale evolve. By incorporating environmental sustainability into that journey, I hope to pass the joy of entertainment on to future generations.
33
Ippei Tamatani
It is important to build lasting relationships with fans by maintaining ongoing touchpoints through products and services, fostering affinity and emotional connection, and inspiring them to stay engaged over time.
34
Miyuki Nakagiri
From BHC, our Monozukuri hub, I hope to share both our sustainability initiatives and the appeal of Monozukuri, further deepening the enjoyment and excitement that fans experience through model kits.
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