The Rise of Gundam: From Anime to Global Phenomenon
As a young teenager in South Korea, Hong Sebin became fascinated with Japanese online cartoons about giant robots battling in the distant future. What began as a niche anime in 1979 has since evolved into one of the world’s most influential and lucrative entertainment franchises: Gundam. Created by Yoshiyuki Tomino and Sunrise (now part of Bandai Namco Filmworks), Gundam’s universe of towering mecha, complex politics, and human drama has captivated audiences for over four decades. Today, Gundam is not just an anime—it’s a sprawling multimedia empire encompassing television, movies, video games, plastic models, and even ambitious ventures into the metaverse.
What Makes Gundam Unique?
Gundam’s enduring appeal lies in its “real robot” approach. Unlike earlier mecha anime that depicted robots as invincible superheroes, Gundam introduced plausible technology, military realism, and nuanced political themes. The original Mobile Suit Gundam series, set in the Universal Century timeline, depicted war as a tragic and complex affair, with both sides showing shades of gray. This realism resonated with viewers and set a new standard for the genre.
Over the years, Gundam has expanded into more than 50 TV series, films, OVAs (original video animations), manga, novels, and video games. The franchise explores multiple timelines and alternate universes, allowing for creative storytelling and fresh takes on its core themes. Spinoffs like SD Gundam and Gunpla-focused series add comedic and contemporary elements, ensuring the brand remains relevant to new generations.
Bandai Namco’s Cross-Media Strategy: The Engine Behind Gundam’s Success
Bandai Namco, the entertainment conglomerate behind Gundam, has mastered the art of cross-media synergy. The company’s strategy is to maximize the value of its intellectual properties (IPs) by promoting them through the most effective channels for each region—be it animation, games, merchandise, or live events. This approach has propelled Bandai Namco to become the third largest video game publisher in Japan, trailing only Sony and Nintendo.
Gundam is a cornerstone of Bandai Namco’s portfolio, alongside other major IPs like Dragon Ball, One Piece, and Pac-Man. The company’s IP axis strategy focuses on leveraging the unique worldviews of its franchises, delivering optimal products and services at the right time and place. This has allowed Gundam to thrive not only in Japan but also in international markets.
One of the most successful aspects of this strategy is the integration of Gunpla—Gundam plastic model kits—into the franchise’s ecosystem. Gunpla dominates the Japanese character plastic-model market and has become a cultural phenomenon in its own right, with dedicated stores, competitions, and even full-scale Gundam statues erected in Japan.
Gundam’s Business Performance: Outpacing the Competition
Gundam’s financial success is nothing short of remarkable. According to Bandai Namco’s recent reports, the franchise is projected to generate 153.5 billion yen across all business segments in 2025, just behind Dragon Ball’s 190.6 billion yen. By 2026, Gundam is expected to overtake its rivals, with projections showing it earning 65.4 billion yen in IP sales alone—far ahead of One Piece (32.8 billion yen), Dragon Ball (26.5 billion yen), and Naruto (6.8 billion yen).
This dominance is especially pronounced in the toys and hobby sector, where Gundam leads with a projected 25.4 billion yen for FY2026 Q1. The franchise’s ability to continually attract younger fans through new anime series and innovative products ensures a steady flow of merchandise sales. In 2021, Gundam surpassed 100 billion yen in annual sales for the first time in its history, accounting for over 10% of Bandai Namco’s total sales.
Gundam’s success is not limited to Japan. The franchise has a global fanbase, with international sales of Gunpla and digital content contributing significantly to its bottom line. The steady release of new shows, such as Mobile Suit Gundam: The Witch from Mercury—the first series to feature a solo female lead—keeps the brand fresh and relevant.
Expanding the Universe: Anime, Games, and Beyond
Gundam’s multimedia empire extends far beyond television. The franchise has produced a vast array of video games, ranging from strategy titles to fast-paced shooters like Gundam Evolution, a free-to-play team-based game inspired by hits like Apex Legends and Overwatch. These games not only generate revenue but also serve as entry points for new fans.
Bandai Namco has also invested heavily in digital innovation. In 2022, the company announced a $130 million investment to develop a Gundam-themed metaverse. This virtual platform aims to bring fans together for online events, concerts, and shopping experiences, further blurring the lines between physical and digital fandom. The metaverse is expected to air new shows, host themed concerts, and sell models and merchandise, reaching new audiences worldwide.
Physical experiences remain a key part of the Gundam brand. Full-scale Gundam statues in Japan have become tourist attractions, and Gunpla competitions draw enthusiasts from around the globe. The franchise’s official YouTube channel streams classic and new series, while major releases like Mobile Suit Gundam Hathaway are available on platforms like Netflix, ensuring accessibility for international audiences.
Gundam Goes Hollywood: The Live-Action Movie
In a bold move to expand its global reach, Bandai Namco has partnered with Legendary Entertainment to produce a live-action Gundam movie. The film, tentatively titled GUNDAM, will be directed and written by Jim Mickle, known for his acclaimed work on Netflix’s Sweet Tooth. The project is co-financed by Bandai Namco Filmworks and Legendary, with a worldwide theatrical release planned.
Production is expected to begin in early 2025, with Bandai Namco Filmworks America established to handle the film’s production and overseas licensing. This marks the first time Gundam will be adapted into a live-action Hollywood film, a testament to the franchise’s international appeal. The movie aims to introduce Gundam’s rich universe to a broader audience, building on the success of other anime adaptations and leveraging the growing global interest in Japanese pop culture.
Industry observers see the live-action film as a pivotal moment for Gundam. As one entertainment analyst put it:
“Gundam is considered the Star Wars or Marvel Universe of Japan and a pioneer of the mecha genre. Its transition to live-action is a natural evolution for a franchise of this scale.”
The film’s success could open new avenues for merchandise, spin-offs, and cross-media collaborations, further cementing Gundam’s status as a global entertainment powerhouse.
Strategic Partnerships: Sony and Bandai Namco Join Forces
In 2025, Sony Group announced the acquisition of a 2.5% stake in Bandai Namco Holdings for approximately 68 billion yen (about $470 million). This strategic investment aims to strengthen both companies’ positions in the rapidly growing anime and entertainment sectors. Sony, which already owns the anime streaming giant Crunchyroll, sees Bandai Namco’s IPs—especially Gundam—as key assets for expanding its global anime business.
According to a joint statement, Bandai Namco and Sony will focus on expanding their fan community and creating new, emotionally engaging experiences. The partnership builds on previous collaborations involving Gundam and other popular franchises, reinforcing Sony’s role as a central hub in the anime industry. Nintendo, another major player, already owns a 1.8% stake in Bandai Namco, highlighting the strategic importance of these alliances in the competitive world of Japanese entertainment.
The Cultural Impact of Gundam
Gundam’s influence extends far beyond commercial success. The franchise is a cultural icon in Japan, often compared to Star Wars in the United States. Its realistic depiction of war, complex characters, and exploration of political and ethical dilemmas have inspired generations of fans, academics, and creators. Gundam has been the subject of academic studies, art exhibitions, and even real-world engineering projects, such as the construction of life-sized, moving Gundam statues.
The franchise’s ability to reinvent itself while staying true to its core themes is a key factor in its longevity. By embracing new technologies, storytelling formats, and global markets, Gundam continues to capture the imagination of fans old and new.
What’s Next for Gundam?
With new anime series, video games, and the highly anticipated live-action movie on the horizon, Gundam shows no signs of slowing down. Bandai Namco’s continued investment in digital platforms, strategic partnerships, and cross-media storytelling ensures that the franchise will remain at the forefront of global pop culture.
As the world of entertainment becomes increasingly interconnected, Gundam’s model of multimedia synergy offers a blueprint for success. Whether you’re a longtime fan building Gunpla models or a newcomer discovering the saga for the first time, the Gundam universe has something for everyone.
In Summary
- Gundam began as a groundbreaking anime in 1979 and has grown into a global multimedia empire.
- Bandai Namco’s cross-media strategy leverages Gundam across anime, games, merchandise, and digital platforms.
- The franchise is projected to surpass rivals like Dragon Ball and One Piece in sales by 2026.
- Gunpla model kits are a major driver of Gundam’s commercial success and cultural impact.
- Bandai Namco is investing in a Gundam metaverse and expanding globally with a live-action Hollywood movie.
- Sony’s recent investment in Bandai Namco highlights the strategic importance of Gundam in the anime industry.
- Gundam’s realistic storytelling and innovative business model continue to inspire fans and creators worldwide.
