Evolving THE IDOLM@STER Series Toward the Future | Integrated Report 2025 | IR library | IR Information

Celebrating the 20th Anniversary of THE IDOLM@STER Series Evolving THE IDOLM@STER Series Toward the Future

Evolving the Series Through the Advancement of PROJECT IM@S 3.0 VISION

In December 2022, we announced PROJECT IM@S 3.0 VISION as our strategy for 2025—the 20th anniversary of the THE IDOLM@STER series—and for the future. Since the announcement, we have been engaged in an initiative that combines the idol-producing experience with mixed reality to allow the idols of the THE IDOLM@STER series to greatly expand the scope of their activities. Taking on the challenge of mixed reality, the fusion of the real and digital worlds, is truly a technological innovation that opens new doors and advances the idol-producing experience fundamental to the THE IDOLM@STER series. This mixed reality initiative, the “MR”-MORE RE@LITY—Project, utilizes extended reality (the collective term for virtual reality, augmented reality, and mixed reality) and real-time motion capture technology to enhance our activities in games and other areas while making the idols appear more realistic, greatly expanding contact points with fans.

Enabling Innovative Expression Through Mixed-Reality Technology

The advancement of the MR Project has enabled the live event business to expand in new ways. To date, the business has held many live events featuring cast members (voice actors), but the MR Project has made it possible to hold live events in which the idol characters themselves actually sing and dance on stage. These mixed-reality live performances give the idols a realistic presence and further enhance experience-based value for fans. In January 2026, the idol Chihaya Kisaragi is scheduled to hold the first live solo performance in the history of the THE IDOLM@STER series at the Nippon Budokan, which is attracting a great deal of attention not only from fans who actually attend events but also from industry professionals.
This new form of expression utilizing mixed-reality technology has truly surpassed the framework of games and serves as proof that the live event business has matured to the point where idols from two-dimensional media can now give live solo performances on an actual stage. Such a scene has been every fan’s dream, and thanks to technological advancement, it is a new experience that can be enjoyed. Mixed-reality technology is a catalyst for the creation of new forms of entertainment, and we will continue to pursue further possibilities so that we can produce results that meet the expectations of fans. Naturally, we also intend to further bolster our rollout of the events we create together with cast members.

Expanding Contact Points Through Growth of the Licensing Business

Through PROJECT IM@S 3.0 VISION, we are also accelerating the licensing business more strategically. Since the project was first announced, our collaborations have more than tripled in number, and opportunities for not only fans but also the general public to encounter the series are steadily increasing. The utilization of mixed-reality technology is playing a major role in this trend.
One of the characteristics of recent years has been a significant increase in requests for collaboration from companies and public entities. While we do contact companies and other entities with proposals, the number of work requests we are receiving from companies for the idols is increasing as a result of activities conducted with fans over many years. We strongly feel that the idols have gained recognition in society and grown into entities that can create new value in a wide range of areas. Having the idols actually working in the real world represents the intersection of reality with the worlds of the series’ works. This is a new form of value creation that we will continue to evolve moving forward.
There remains great potential in the licensing business, with many industries that we have not been able to approach. We hope that even more companies, regardless of industry, feel comfortable reaching out to us, and through this contact, we aim to grow further.

Continuing to Weave Stories Together with Fans Through THE IDOLM@STER Series

THE IDOLM@STER series is an IP that has been delivering works in line with the times, starting with games. The series is rooted in positive thinking and stories that encourage people, and its positive worldview continues to resonate strongly with fans. While continuing to value this worldview, we intend to move forward with the following three initiatives.
The first initiative is to work with partners inside and outside the Group to create new play value by combining the brand born from the games with diverse businesses.
The second initiative is to further expand mixed-reality projects. Specifically, we will expand the scale and frequency of project rollouts to increase contact points between fans and the idols.
The third initiative is to promote regional strategies. One of the appealing qualities of the THE IDOLM@STER series is the high degree of freedom observed in the fan community, and we will spread this unique culture, concentrating first on Asia and then moving forward with the rest of the world.
THE IDOLM@STER series has grown together with its fans by expanding its world in various ways while valuing games as its core. We will continue to weave stories together with fans as a long-loved IP.

Messages from the personnel in charge

Takashi Shinchi

As our initiatives with various companies and organizations move forward,I believe it is important that the results and effectiveness of our efforts improve and that people feel the value of our IPs. While we naturally will continue to expand the scope of our initiatives, we will also work together with fans and partner companies to make more people aware of the appeal of THE IDOLM@STER series.

Takaoki Yoshimoto

Through new technologies, we intend to create new markets and increase the number of places in which the idols can play active roles. However, this goal can only be realized if fans continue to produce idols, and we strongly hope that this relationship endures long into the future. With this sentiment, we will work together with fans in taking on the challenge of creating new opportunities for entertainment.

What Purpose Means to Me

ShinchiIn the Asobi Entertainment Business Unit, within the part of the Purpose “dreams, fun and inspiration,” we place particular emphasis on “fun.” I feel that every day we are fulfilling our Purpose through the creation of fun experiences. Going forward, I hope to continue engaging in uplifting work that brings even the smallest amount of joy to people around the world.

YoshimotoTo me, our Purpose serves as a crucial starting point for all of our actions. As expressed in the phrase “Connecting people and societies,” I want to explore how we can use the IDOLM@STER IP to build connections not only between idols and fans but also with those who have yet to experience IDOLM@STER.