adminSanrio Games is Sanrio’s new self-publishing label, created to bring more of the company’s character-based entertainment directly to players. The Hello Kitty creator plans to release ten games over the next three years, with its first title, Sanrio Party Land, scheduled to arrive in autumn 2026.
Image credit: Sanrio Games
Sanrio Games’ three-year release plan
The company’s initial schedule points to a steady run of new releases rather than a single launch. Sanrio has several projects in development or pre-production, according to Bloomberg, and expects its second game to follow in March 2027.
Sanrio has planned at least six upcoming titles and intends to invest approximately ¥10 billion ($62.9 million) in game development and marketing during the three-year period. The company has not disclosed a complete release calendar, so platforms and launch dates for the other planned games have not been confirmed in the available details.
- Planned output: Ten games over three years.
- First announced title: Sanrio Party Land, scheduled for autumn 2026.
- Confirmed platforms for the first game: Nintendo Switch and Nintendo Switch 2.
- Next expected release: A second game in March 2027.
- Planned investment: Approximately ¥10 billion ($62.9 million) for development and marketing.
For players following the launch, the most useful details to watch for are the final release date, gameplay information and whether additional platforms are announced. The current information confirms the target season and Nintendo systems, but does not provide a specific day or further platform plans.
Why Sanrio is publishing games in-house
Sanrio Games will oversee planning and development internally. The company says it also wants to create new intellectual property through its games, adding to its wider portfolio rather than relying only on established characters.
Many games featuring Sanrio characters have previously been released through licensing agreements. One recent example is Hello Kitty Adventure, developed by Sunblink for Apple Arcade and later ported to other platforms. Sanrio says licensed projects will continue, while its own publishing label offers another way to connect its characters with fans around the world.
For audiences, the two approaches can serve different purposes: licensed games bring familiar characters into projects developed with external partners, while in-house publishing gives Sanrio greater responsibility for planning and shaping its own releases. The company has not shared further details about how the upcoming games will divide those roles.
What the strategy could mean for Sanrio’s business
Sanrio CEO Tomokuni Tsuji said games offer an opportunity to expand the company’s character portfolio in the North American market. He also noted that this could create value for Sanrio’s licensing business. The company’s plan therefore connects game development with its broader character and entertainment activities.
Sanrio is not the only Japanese company building an in-house gaming operation. Toei Company recently established Toei Games, with plans to create new intellectual property for Steam and home consoles. These moves show that established entertainment companies are exploring games as another channel for developing and presenting original properties.
What to know about Sanrio Games
Sanrio Games plans ten releases over three years, beginning with Sanrio Party Land for Nintendo Switch and Nintendo Switch 2 in autumn 2026. With at least six titles planned and approximately ¥10 billion set aside for development and marketing, the label is intended to grow Sanrio’s gaming output and support the creation of new intellectual property. For readers tracking Sanrio Games, upcoming announcements should clarify the first game’s precise launch date and provide more information about the rest of the slate.
