Creating New Value Through THE IDOLM@STER Gakuen | Integrated Report 2025 | IR library | IR Information

Celebrating the 20th Anniversary of THE IDOLM@STER Series Creating New Value Through
THE IDOLM@STER Gakuen

Growing the Long-Beloved IP THE IDOLM@STER Series

THE IDOLM@STER series, which started as a game for amusement facilities in July 2005, is celebrating its 20th anniversary in 2025. The series has grown in the 20 years since its inception, with every new game generating new fans who go on to experience content outside of the games such as live events, music, and merchandise. While game content comprises the core of the series’ sales, the scale of the series’ businesses has greatly expanded through collaborations with external partners and various Group businesses, the latter of which have grown the series’ live events, music content, and licensing on a similar scale as its game content.
The most important factor behind the series’ 20 years of growth is the nurturing it has received from the trinity of its player base of fans (also known as producers), the cast members who perform at its live events, and its development teams, which include creators.

Always Listening to Fans and Reflecting Their Opinions in the Series’ Works

THE IDOLM@STER is game content that allows players to become “idol producers” seeking to cultivate new idols and is characterized by a strong role-playing element. This motivation to cultivate idols creates a virtuous cycle in which fans become increasingly emotionally invested as producers, and their feelings spread to the producers around them, forming a community. These core fans interpret each work individually and exchange information within the community, creating a strong connection among fans and expanding the fan base as the information spreads and pulls others in. We place great importance on the opinions and interpretations of these fans and have consistently listened and incorporated them into our works from the past to the present. Foundations laid in the past have been passed on to future works, and we are proud to have worked together with fans to create new works. We believe our relationship with fans is the secret to THE IDOLM@STER series’ longevity as a beloved IP.

Creating THE IDOLM@STER Gakuen as a Game for the Current Era

THE IDOLM@STER Gakuen, a game app for smartphones, was released in May 2024 and was the first mainline game of THE IDOLM@-STER series with entirely new content to have been released in six years. While the series concept remains unchanged, the initial setting is an idol training school, and the game depicts the growth of aspiring idols alongside their producers. For past games, the story began with the cultivation of idols already signed to a talent agency, but in THE IDOLM@STER Gakuen, the story is divided into two parts: the cultivation of aspiring idols into full-fledged idols at a training school and their subsequent rise to performing on an even larger stage. As the growth of each and every idol is portrayed in meticulous detail, fans are drawn deeply into the game in their role as producers and thereby feel more present in the story. This enhancement in experience-based value is an extremely important aspect of THE IDOLM@STER Gakuen.
A variety of new elements were incorporated into THE IDOLM@STER Gakuen, and we strongly feel that we were able to leverage the opinions of internal development team members who have been involved in the series since its first title, THE IDOLM@STER, along with the opinions of fans, who serve as producers in the games. When THE IDOLM@STER Gakuen was first released, we were concerned about whether it would be accepted by existing fans, but the response from these fans has been tremendous and has resulted in two million downloads in the first five months. Given such achievements, we feel that we have been able to express both the sentiments of the past and new elements. Another impressive accomplishment of THE IDOLM@STER Gakuen is that it is increasing the number of female fans of THE IDOLM@STER series, which mainly targets men in their teens, twenties, and thirties.

Striving to Maximize the Value of THE IDOLM@STER Series

New game releases in THE IDOLM@STER series are planned every few years in order to portray a new image of idols that fits the times. Every release, from the early days of the series to the latest title, THE IDOLM@STER Gakuen, has expanded the series’ IP value and increased its presence as a Group IP. Thus, releasing game content on a regular basis will continue to be a central strategy of ours. Another strategy of ours is connecting THE IDOLM@STER series with more diverse businesses. While some fans encounter THE IDOLM@STER series through games, others become interested in the series through music, visual content, and live events. We believe that our efforts over many years to increase the series’ wide-ranging customer contact points have increased the opportunities for fans to encounter THE IDOLM@STER Gakuen. The Bandai Namco Group engages in business in a variety of fields, not just game content, which grants the Group one of its great strengths: the ability to swiftly expand IPs in a multi faceted manner. We naturally do not restrict this expansion to within the Group, but rather work with various partners in our efforts. However, under our IP expansion policy, we strive to maintain creative control within the Group, which facilitates smooth communication and enables swift decision-making and execution. While the series has not yet reached large-scale expansion overseas, it has gained popularity in Asian countries, particularly in China. Moving forward, we will deliver the series’ content to the Asian region through the holding of mixed reality live events (see this page) on a regular basis.
We are proud that THE IDOLM@STER series has grown into an IP that embodies our Mid- to Long-term Vision of “Connect with Fans,” with fans sharing various ways to enjoy the series in their own communities. While listening to fans, we will continue to take on the challenge of exploring various possibilities to maximize the value of the IP.

Messages from the personnel in charge

Koji
Hatano

We will continue to value existing works while creating more and more new games. At the same time, we will expand various businesses to share the appeal of THE IDOLM@STER series not only in Japan but in various regions around the world.

Hidefumi
Komino

We are considering various initiatives to create an environment that facilitates participation not only by existing fans but also by new fans. We will take on the challenge of spreading THE IDOLM@STER series into overseas markets, where we have not been able to expand up to this point.

What Purpose Means to Me

HatanoAs expressed in our action slogan, “CRE@TE POWER WITH YOU!—Your individuality will surely become someone’s power,” the IDOLM@STER series has consistently placed great importance on the idea that the unique qualities of the idols, the creative team, and the fans—as producers—can inspire and empower others. This approach represents our Purpose in action.

KominoWhile the ideas behind our Purpose may seem like common sense for an entertainment company, by consciously embodying them as our Purpose, we are able to put them into practice with greater intention and consistency. Losing sight of these ideas is easy when we are focused on our day-to-day work, but they serve as a reminder of the presence and contributions of our employees and partners, making them extremely important. The fact that these ideas are fitting for our Purpose as an entertainment company is what makes them easy to earnestly embody in our work on an ongoing basis.