Promoting Growth Strategies Through the Establishment of Bandai Namco Experience | Integrated Report 2025 | IR library | IR Information

Continuing to Evolve the Amusement Unit Promoting Growth Strategies Through the Establishment of Bandai Namco Experience

Restructuring the Organization and Establishing Bandai Namco Experience

In the Amusement Unit, we have launched a new structure through a company split of Bandai Namco Amusement Inc., resulting in the establishment of Bandai Namco Experience Inc., which is now responsible for the planning and development of amusement facilities and machines. Bandai Namco Amusement continues to operate, now focusing solely on facility operations. Additionally, Bandai Namco Amusement Lab Inc., which engages in the development of machines, has been incorporated into the Unit, resulting in a reorganization of the Unit around these three companies. Under this structure, each company will focus on securing and developing talent with specialized expertise tailored to their specific needs.
In particular, we have positioned the recruitment of personnel to handle facility operations as a high-priority issue. To that end, Bandai Namco Amusement is taking steps such as raising the retirement age for facility personnel, clarifying employment requirements, and revising the personnel transfer system to enable employees to work long-term at locations of their choice. Meanwhile, Bandai Namco Experience, which oversees planning and production, is focusing its efforts on cultivating producers, aiming to nurture talent who can create new experience-based value and businesses in the future through amusement facilities. In these ways, we have clarified the roles of each company to establish an environment where all employees can play an active role over the long term.

Expanding in Japan and Overseas for the Future

Amid the robust growth of our businesses in Japan, we aim to steadily expand our share in Japan by moving forward with new facility development geared toward building a customer base of the next generation. These efforts have started with the absorption-type merger of Pleasure Cast Co., Ltd., which possesses strengths in developing facilities for preschool children, into Bandai Namco Amusement. Also, in tandem with securing stable profits in Japan, we will focus on amusement machine development and move forward with our global expansion centered on North America. By doing so, we will increase the Unit’s overseas operating profit margin and boost profitability.
Within the Group, the Amusement Unit serves an outbound function by promoting and delivering products and services of Group companies to fans through the design and provision of tailored sales floors. One of our major strengths lies in our ability to assess product performance and reactions in real time on the front lines and share such information with the Group. Through this strength, we help accelerate the Group’s planning and development efforts and contribute to the creation of sales floors that effectively deliver products and services to fans.
The true value of our amusement facilities lies not simply in the act of buying or playing, but rather in the exciting and joyful experiences that accompany these actions. Going forward, we will continue to fulfill our outbound function within the Group by expanding contact points with fans at our physical locations.

What Purpose Means to Me

I feel that our Purpose has clearly articulated something I have believed for a long time: a company cannot exist without its fans. Fans are indispensable to the growth and sustainability of a company. A key factor in shaping our future as a company is how we can increase our number of fans and deepen our connections with them. By putting our Purpose in words, it serves not only as a guidepost for employees but also as a message that communicates our values and approach to our customers. By depicting our belief in the importance of fans in concise language, I feel we can now act with a stronger awareness of our connections with the fans.