Hello Kitty Creator Sanrio to Develop Switch Games, Seeking to Expand Monetization Channels for Popular IP
Hello Kitty's creator, Sanrio, is launching a new game brand, seeking to monetize its popular character lineup and enter the rapidly growing global gaming market. The company announced on Tuesday that Sanrio Games will integrate its characters into a party game compatible with the Nintendo Switch and Switch2 platforms. They plan to release approximately 10 games over the next three years, with the first launching as a console game this fall.
Sanrio's entry into the gaming sector reflects a broader trend: Japanese intellectual property (IP) owners are increasing revenue streams by extending popular IPs into interactive entertainment. Domestic peers like Bandai Namco and Nintendo have long implemented similar strategies, extracting IP value across games and other media platforms.
“Games will provide an opportunity to promote a range of characters to the North American market,” said CEO Tomohiro Tsuji. “This will be of significant value to our future licensing business.”
The company stated that the games will feature a “very wide variety” of Sanrio characters. The setting will be a town populated by Sanrio characters, and players will be able to create their own virtual avatars. The company also said that these games will help increase Sanrio’s brand awareness in regions not covered by merchandise distribution or theme parks.