by As the global manga and anime industry continues to expand, major publishers are evolving beyond traditional roles. Among them, KADOKAWA stands out for its integrated media mix strategy, combining publishing, anime production, games, and global distribution under one ecosystem.
From hit titles like Medalist to the global phenomenon Oshi no Ko, KADOKAWA is redefining how intellectual property (IP) is developed, monetized, and expanded worldwide.
What Is KADOKAWA’s Media Mix Strategy?
KADOKAWA’s approach is built on one core idea:
Develop a single IP across multiple platforms simultaneously
Key Components:
- Manga publishing
- Anime production
- Game development
- Merchandise and licensing
- Global distribution
This creates a multi-layered revenue model and long-term brand growth.
Case Study: Medalist – High-Quality Production Meets Strategic Timing
One of KADOKAWA’s recent standout projects is Medalist, a figure skating anime that gained major attention.
Why It Succeeded:
- Aired during increased interest in winter sports
- Realistic skating scenes using motion capture technology
- Collaboration with TV Asahi’s sports division
Production Insights:
According to executive Hirotake Kudo:
- Animation was handled by ENGI
- Combined 2D digital animation + 3DCG
- Focused heavily on realism and emotional performance
The result: high-quality visuals and strong audience response
From Anime to Movie: Expanding the IP
Following its success:
- A theatrical anime film is planned for 2027
- The best parts of the TV series are being adapted and enhanced
This shows how KADOKAWA extends IP lifespan beyond TV anime.
Case Study: Oshi no Ko – Multi-Platform Expansion
Another major success is Oshi no Ko, which demonstrates full-scale media mix execution.
Key Developments:
- Ongoing anime series
- Mobile game: Oshi no Ko Puzzle Star
- Merchandise and collaborations
The game was developed through a partnership with NHN, highlighting international collaboration.
Strategy Insight:
- Released alongside the anime broadcast for maximum impact
- Designed as a casual puzzle game for wider accessibility
This ensures continuous engagement across platforms.
Global Expansion Strategy
KADOKAWA is increasingly focusing on overseas markets.
Key Points:
- International licensing is a major revenue source
- Partnerships with global companies (e.g., NHN)
- Simultaneous global releases
The goal is to turn anime IP into worldwide brands
Games: From Licensing to Direct Involvement
Traditionally:
- KADOKAWA licensed IP to external developers
Now:
- Actively participating in development
- Investing in production
- Building internal expertise
This shift allows:
- Greater creative control
- Higher long-term profits
Long-Term IP Development Approach
KADOKAWA treats IP as a long-term asset.
Key Strategy:
- Plan adaptations early (even during serialization)
- Develop across multiple formats
- Maintain value after anime ends
Example:
- Successful franchises continue through games, films, and merchandise
Additional Insights & Industry Trends
- Anime production now often takes 3+ years
- Projects are planned years in advance
- Cross-media storytelling is becoming the industry standard
- Competition is increasing globally
KADOKAWA is positioning itself as a global content powerhouse
Final Thoughts
KADOKAWA’s media mix strategy demonstrates how modern anime and manga are no longer standalone products—they are multi-platform franchises designed for long-term growth.
From Medalist’s high-quality production to Oshi no Ko’s cross-media expansion, the company is building a system where each IP can thrive across multiple formats and global markets.
In today’s entertainment industry, success isn’t just about creating a hit—it’s about sustaining and expanding it over time.
