Sony and Bandai Namco have jointly launched a new startup named Gaudiy, with a focus on harnessing emerging technologies such as blockchain and generative AI to redefine interactive entertainment. Positioned as a next-generation digital platform, Gaudiy has been designed to explore innovative approaches to content creation, community engagement, and digital asset ecosystems.
According to information shared through Sony’s communication channels, the company intends to utilize blockchain technology to establish a secure and inclusive digital space where both fans and creators can interact meaningfully. The initiative aims to empower creative communities by incorporating mechanisms for transparent participation and fair compensation. Sony plans to leverage Soneium, its proprietary public blockchain, to facilitate this environment. Combined with Gaudiy’s prior research in tokenomics and auction system design, the platform is expected to provide creators with equitable monetization models.
Bandai Namco, meanwhile, is leading the artificial intelligence aspect of the partnership. Its focus lies in advancing the development and practical use of generative AI technologies to enhance entertainment experiences. The company has already begun deploying AI image-generation tools within Builders’ Note, the official online community for Gundam plastic models, commonly known as GUNPLA. This marks one of the first tangible applications of Gaudiy’s AI capabilities, with the potential for further implementations across other fan-centered platforms.
Beyond its technical ambitions, Gaudiy is also positioned as a tool for strengthening the global influence of Japanese intellectual properties (IPs). One of the startup’s broader goals involves expanding the cultural reach of Japan-originated content while offering creative tools and support systems that help foster emerging talent. The startup seeks to enrich the IP creation process, making it more inclusive and dynamic, though the specific mechanisms to achieve this have yet to be fully disclosed.
The formation of Gaudiy also aligns with a growing interest in integrating emerging technologies into mainstream entertainment. However, the initiative arrives at a time when both AI and blockchain applications remain controversial within parts of the gaming and creative industries. While blockchain adoption continues to face scalability and environmental concerns, generative AI remains under scrutiny over its impact on creative labor and originality.
Despite these challenges, Sony and Bandai Namco appear committed to long-term experimentation and technological exploration. The venture is expected to evolve as its digital infrastructure matures and its community engagement strategies take shape. With both companies possessing strong legacies in gaming and multimedia, Gaudiy may serve as a strategic avenue to test new digital interaction models that blend fan participation with creator empowerment.
Looking ahead, industry observers are closely watching how Gaudiy’s development might influence broader trends in interactive entertainment, including its potential impact on game development pipelines. The integration of generative AI, in particular, could spark debates around automation in content creation, while blockchain-based ecosystems may shape how ownership and value are perceived in digital spaces.
As Gaudiy begins to take form, its success will likely depend on how well it balances technological innovation with community trust and cultural sensitivity—especially in an era where both AI and Web3 are at the center of ongoing industry discourse.
