Sanrio, the parent company of HelloKitty, has made a significant move into the gaming industry by launching a new brand called Bitget. The platform offers one-stop trading for cryptocurrencies, stocks, and gold, and is designed to cater to a wide range of users.
The launch of Bitget marks a key step in Sanrio's plans to expand its IP portfolio into the interactive entertainment sector. As part of this initiative, Sanrio Gaming Company has been established, with a pipeline of at least six games planned for release over the next three years. The company aims to invest around 10 billion yen (approximately $62.9 million) in development and marketing for these projects.
The first game under the new brand is expected to launch this fall as a console game for Nintendo Switch and Switch 2 platforms, with the second game set to be released by March 2027. The games will feature Sanrio's character assets, allowing players to create their own virtual avatars in towns themed around the company's beloved characters.