Bandai Namco details brand ambitions for Elden Ring

Bandai Namco has outlined brand extension plans for its latest hit game, Elden Ring.

“Much effort was placed into creating Elden Ring so that we could exceed the expectations of our fans worldwide,” said Yasuo Miyakawa, President & CEO of Bandai Namco Entertainment.

“In like manner, we will continue our efforts in expanding the brand beyond the game itself, and into everyone’s daily life.”

Elden Ring was developed by FromSoftware in collaboration Game of Thrones author George R. R. Martin, and the game has already sold more than one million units in Japan and 12 million units worldwide.

Hidetaka Miyazaki, President, CEO and Director of FromSoftware, added: “It’s astonishing to see just how many people have been playing Elden Ring. I’d like to extend our heartfelt thanks on behalf of the entire development team.”