Sanrio Games is the company's first in-house gaming brand, marking a shift from its long-standing licensing model toward developing and publishing its own titles. While the company will continue working with external developers, the new label will oversee projects managed directly by Sanrio as part of its broader entertainment strategy. Around 10 games are planned through March 2029, with future releases expected to introduce both existing characters and entirely new intellectual properties created specifically for gaming.
The label's first release is Hello Kitty Party Land, launching worldwide on October 29 for Nintendo Switch and Nintendo Switch 2, with Bandai Namco Entertainment publishing outside Japan. The multiplayer title features more than 145 Sanrio characters, 16 playable partners, over 45 mini-games, avatar customization, fishing, sticker collecting, and board game-style activities for up to four players. Sanrio has also announced the smartphone game Sanrio Kawaii Me Live! for 2027 as it expands the label across multiple platforms and genres.
Character Gaming Labels
Sanrio Games is the Company's First In-House Gaming Brand
Trend Themes
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In-house Character Gaming — Beloved character owners are shifting from passive licensing to direct game development, creating new value through controlled storytelling, recurring engagement, and proprietary interactive worlds.
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Cross-platform Kawaii Worlds — Franchises built around cute aesthetics are expanding across consoles and mobile devices, opening space for connected fan experiences that blend play, personalization, and social collecting.
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New Game-native IP — Entertainment brands are designing original characters specifically for games, giving companies more flexible foundations for future merchandising, media extensions, and community-led fandom.
Industry Implications
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Video Games — Character-rich multiplayer titles are reshaping family-friendly gaming by combining mini-games, customization, and collectibles into accessible entertainment ecosystems.
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Licensing and Merchandising — A move toward owned publishing changes how IP portfolios generate revenue, with merchandise, digital goods, and game-driven character discovery becoming more tightly integrated.
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Mobile Entertainment — Smartphone releases tied to established franchises create ongoing engagement channels where avatars, live events, and social features can support long-term brand participation.