Bandai Namco has outlined plans to heavily target the UK and China by pushing its IP-focused strategy to a new level it calls "All Bandai Namco".

Most of the company's efforts will be focused on pushing its Toys and Hobbys segment through new company Bandai Spirits, as well as its Visual and Music Production Unit. It will also be aggressively developing new IP to be used across its businesses.

Its games business will be largely unchanged, though Bandai Namco is planning to push it further. This includes a "full-blown" effort to enter the China market, which will use IP made in Japan and China for its games, as well as a renewed effort for toys and other products.

The company is also hoping to share expertise between regions under its All Bandai Namco banner to improve brand awareness around the world. It will focus mainly on the UK, China, and Hong Kong as areas to implement this framework.

Ups and downs

Bandai Namco's renewed focus was announced alongside its Q3 FY18 financials. The company posted revenues of $4.45 billion for the nine months ending December 31st 2017, up 5.2% year-on-year.

However, profits fell 12.1% year-on-year to $376 million for the period. Its Network Entertainment segment, which includes its mobile games, posted revenues of $2.63 billion for the period, up 9.4% year-on-year.

Bandai Namco recently announced that it is shutting down mobile game Tales of Link in March 2018. The game had never been a particularly big hit for the studio, having been eclipsed by titles such as Dragon Ball Z Dokkan Battle and its 200 million downloads.