Sanrio has taken a firm step into the industry with the launch of its own publishing brand, Sanrio Games. Its first title will be Sanrio Party Land, a party game coming to Switch and Switch 2 globally this fall. Set in a town with its iconic characters, the game will offer avatar creation, minigames, and board games. This move is part of a broader vision to turn Sanrio into a global IP platform, where video games are a central pillar.
In-House Development and Multi-Platform Expansion as a Technical Strategy 🎮
Sanrio Games' technical strategy is based on internal control of planning and development for the global market. This will allow them to design diverse experiences and connect directly with players, without relying solely on external licenses. Their plan includes the release of another title this fiscal year and around ten before March 2029, exploring multiple genres. Furthermore, they seek technical integration with their existing services, such as membership programs and theme parks, to create a unified entertainment ecosystem.
Preparing the Portfolio for the Next Minigame Crash 😅
With the announced dozen titles on the way, one can almost visualize the planning meeting. There was probably a whiteboard with genres to check off: a Hello Kitty battle royale, a Kuromi soulslike, a My Melody farming simulator. The idea of linking it all with the membership and parks is clever, because after playing the tenth board game minigame, maybe what you need is a real break at a physical attraction. At least, if the game doesn't hook you, there will always be the comfort of a plush toy.