Sony Music Solutions Revolutionizes Anime Fandom with Immersive Location-Based Experiences and Major IP Collaborations

Sony Music Solutions (SMS) is at the forefront of revolutionizing anime engagement through its innovative approach to location-based experiences (LBEs). This strategy was recently detailed by Chief Producer Tsuneyuki Matsudaira in an insightful interview, highlighting SMS's unique position within the anime industry.

As a powerful subsidiary of Sony Music Entertainment (Japan), SMS leverages its unparalleled connections to forge dynamic partnerships with virtually every major anime intellectual property. These collaborations result in unique event experiences designed to captivate and deeply immerse fans.

Pioneering Immersive Anime Worlds

A prime example of this pioneering approach is the highly successful integration of the beloved anime Frieren: Beyond Journey’s End into THE TOKYO MATRIX: Dungeon ∞ Spiral. This cutting-edge LBE attraction, located in Shinjuku, Tokyo, has effectively transported visitors directly into Frieren's world. Guests have enjoyed original voice-acted lines and unprecedented opportunities to interact with the anime’s cherished characters, fostering deeper connections than ever before.

Matsudaira emphasized the critical role of his team’s extensive background in anime event production and sophisticated technology integration. This expertise has been instrumental in facilitating seamless cooperation with diverse IP holders, allowing SMS to deliver richly enhanced experiences that transcend traditional viewing and offer fans new dimensions of interaction.

Evolving Models for Continuous Engagement

Initially, THE TOKYO MATRIX focused on a single IP. However, it has since evolved to embrace a dynamic rotating collaboration model. This strategic shift, which began with the smash-hit anime Lycoris Recoil, ensures a continuous stream of fresh, engaging content and exclusive merchandise. This keeps the experience vibrant and consistently attracts both new and returning visitors. This innovative model not only fuels visitor engagement but also provides invaluable support to IP owners, empowering them to sustain robust fan connections through novel, interactive platforms.

Matsudaira underscored that these ambitious projects represent a comprehensive business endeavor, robustly supported by the entire Sony Group. By synergizing collective expertise in event management, entertainment, and advanced technology, SMS is relentlessly pushing the creative boundaries of anime-based entertainment.

The resounding success of these ventures, particularly the Frieren attraction, signifies a monumental leap forward in how anime properties extend their reach into interactive and immersive formats. This pioneering work is poised to profoundly shape the future of experiential anime fandom, not just within Japan but across the global stage.