Bandai Namco Shifts Focus: Expertise is Key to Success in a Crowded Market

2022 was a remarkable year for Bandai Namco, driven by the massive success of Elden Ring. In 2023, the company faced the challenge of sustaining this momentum. According to Arnaud Muller, CEO of Bandai Namco Europe, the company has risen to this challenge through a combination of new game releases and strategic partnerships. One key focus area is the upcoming release of Elden Ring's DLC, Shadow of the Erdtree, as well as the success of Armored Core 6, which has topped various charts globally. Muller highlights the company's diverse portfolio, including games like Naruto x Boruto Ultimate Ninja Storm Connections, Park Beyond, and Little Nightmares 3, demonstrating Bandai Namco's ability to cater to a wide range of audiences. The company is also investing in its own IPs, such as Tekken 8, which promises to take the fighting genre to new heights with its polished gameplay and stunning visuals. However, Muller acknowledges that the market is highly competitive, with a crowded landscape of big AAA games, making it challenging for other titles to succeed. To address this, Bandai Namco is focusing on its own expertise, particularly in genres like fighting games and Japanese RPGs, where the company has a loyal fanbase. This strategy is reflected in its partnership with Supermassive Games for the development of Little Nightmares 3, which is expected to deliver high-quality gameplay and meet fan expectations. Muller emphasizes the importance of understanding the target audience and providing games that offer long-term engagement, rather than just day-one driven experiences. The company's approach to the market is cautious, with a focus on careful investments and a willingness to adapt to changing consumer preferences. Despite the challenges posed by the current market, including the impact of COVID-19 and the rise of subscription services, Bandai Namco remains committed to its strategy, with a focus on quality, fan engagement, and strategic partnerships. The company's plans for the Gundam IP, including the upcoming release of new games and merchandise, demonstrate its ambition to expand its reach and cater to a growing fanbase. The opening of a flagship store in London is another example of Bandai Namco's efforts to connect with its audience and showcase its diverse range of products. As the market continues to evolve, Bandai Namco is well-positioned to navigate these changes and capitalize on new opportunities, with a strong focus on its core expertise and a commitment to delivering high-quality gaming experiences.