by As the global manga and anime industry continues to expand, one company stands out for its integrated approach to content creation and distribution: KADOKAWA. By combining publishing, animation, and gaming under one umbrella, KADOKAWA has built a powerful “media mix” strategy that maximizes the value of its intellectual properties (IP).
This article explores how KADOKAWA’s approach works, using recent examples like Medalist and Oshi no Ko, and why this strategy is shaping the future of anime and entertainment.
What Is a Media Mix Strategy? (Beginner-Friendly)
A media mix strategy means expanding a single story or IP across multiple platforms:
- Manga/novels
- Anime series
- Video games
- Movies
- Merchandise
Instead of relying on just one format, companies create interconnected experiences that:
- Reach wider audiences
- Increase revenue streams
- Extend a franchise’s lifespan
KADOKAWA is one of the few companies capable of handling all these elements within its own group, making its strategy especially effective.
Case Study 1: Medalist – High-Quality Anime Production
One of KADOKAWA’s recent success stories is Medalist, a figure skating anime that gained widespread attention.
Why Medalist Stands Out:
- Focuses on realistic figure skating performances
- Combines 2D animation + 3DCG technology
- Uses motion capture to replicate real athlete movements
The anime was produced by ENGI, a studio within the KADOKAWA Group.
Key Insight:
According to KADOKAWA executive Hirotake Kudo, the original creator specifically chose ENGI to grow together with the studio, highlighting a collaborative production approach.
Additional Highlights:
- Support from TV Asahi’s sports department
- Strong reception from audiences and critics
- Plans for a theatrical film adaptation in 2027
This shows how KADOKAWA invests in quality-first production to build long-term IP value.
Case Study 2: Oshi no Ko – Expanding IP Across Platforms
Another major example is Oshi no Ko, a global hit that demonstrates the full power of media mix.
Key Developments:
- Anime adaptation continues beyond manga completion
- Mobile game Oshi no Ko Puzzle Star launched
- Merchandise and collaborations are expanding
The game was developed through a collaboration with NHN, showing how KADOKAWA partners internationally.
Strategy Highlights:
- Release timing aligned with anime broadcast
- Designed for casual gameplay to attract fans
- Focus on both Japanese and global audiences
This approach ensures continuous engagement across platforms.
Beyond Anime: KADOKAWA’s Unique Advantage
What makes KADOKAWA unique is its ability to:
- Publish original manga and novels
- Produce anime through in-house studios
- Develop or collaborate on games
- Manage licensing and merchandise
This vertical integration allows:
- Faster decision-making
- Better coordination between projects
- Stronger control over IP quality
New Trend: Expanding Beyond Traditional Anime
KADOKAWA is not limiting itself to traditional anime:
Emerging Focus Areas:
- Global streaming partnerships
- Mobile-first content (games & short anime)
- Cross-border collaborations (e.g., Korean companies)
- Event-based promotions and fan engagement
This reflects a shift toward:
Global, multi-platform entertainment ecosystems
Why This Strategy Works
KADOKAWA’s media mix strategy succeeds because it:
- Builds strong IP foundations
- Maximizes exposure across platforms
- Keeps fans engaged long-term
- Adapts to global market trends
Instead of treating anime as a standalone product, it becomes:
Part of a larger entertainment universe
What This Means for Fans
For audiences, this strategy brings:
- More anime adaptations of popular manga
- Games and merchandise tied to favorite series
- Higher production quality
- Faster global releases
Fans can now experience their favorite stories in multiple ways—not just by watching anime.
Future Outlook: What’s Next for KADOKAWA?
Looking ahead, KADOKAWA is expected to:
- Increase global collaborations
- Invest in new animation studios and technologies
- Expand into international markets even further
- Continue building large-scale IP franchises
Final Thoughts
KADOKAWA’s media mix strategy represents the future of anime and entertainment. By seamlessly connecting manga, anime, and games, the company is creating powerful, long-lasting franchises that appeal to audiences worldwide.
From Medalist’s high-quality animation to Oshi no Ko’s cross-platform success, KADOKAWA proves that the key to modern entertainment lies in integration, innovation, and global reach.
