On April 21, Toei, one of Japan's four major film distributors, officially announced the establishment of its new gaming brand, 'Toei Games.'

Since its founding in 1951, Toei has grown into one of Japan's leading film distributors, producing and distributing a vast array of film, TV, and animation content. Now, as the company approaches its 75th anniversary in 2026, it is embarking on a new challenge in the gaming industry.

Alongside the announcement, Toei outlined its future business strategy. As a newcomer to the industry, Toei Games will focus first on the PC market. The company stated, "Our first step is to enter the PC gaming space. We will launch primarily through Steam, the world's largest PC gaming platform, with plans to expand to consoles like the Nintendo Switch, PlayStation, and Xbox in the future."

The company also shared a notable stance regarding its intellectual property. While Toei holds a wealth of powerful media IP as a major film distributor, it expressed a cautious approach toward simply adapting its existing library into games.

Representative Fumio Yoshimura stated, "Toei Games aims to go beyond merely utilizing existing IP; we want to create new IP from the ground up. We will pour the technology and know-how we have accumulated through film production into our new gaming business to deliver a uniquely "Toei" entertainment experience to players worldwide."

Yoshimura also expressed strong commitment to this new venture, stating, "We plan to firmly establish this business as a 'new pillar' that stands alongside our core sectors of film, TV, and events, and we will focus our efforts accordingly."

He further referenced the Toei Group's mid-to-long-term vision, 'TOEI NEW WAVE 2033,' emphasizing that "games are a highly global form of entertainment that transcend language and borders." He added, "Taking on the gaming business, with the global market as our primary battlefield, is the very realization of this vision."

The first lineup of titles from Toei Games is scheduled to be unveiled on the 24th. Meanwhile, as it has been revealed that Kairosoft designed the new brand's logo, speculation is growing that a Kairosoft title may be included in the upcoming announcement.