On September 24, Sony Marketing Inc. and Litpla Inc. announced the signing of a collaboration agreement for the corporate-向け location-based entertainment (LBE) business. Leveraging the strengths of both companies, they aim to expand business opportunities through co-creation. (*LBE: Experiential entertainment provided in real-world spaces such as theme parks and commercial facilities)
Sony Marketing will be responsible for Sony’s hardware, digital technology, and system integration expertise. Litopla will be responsible for the know-how in content planning, development, and operation.
This trend stems from a shift in consumer interest from ownership to experience. Theme parks, museums, and commercial facilities are seeing increased expectations for experiences that can only be had in that specific location. Advances in spatial design technologies such as XR and projection mapping have also broadened the need for immersive experiences where visitors can share and enjoy a worldview and story.
In response, the two companies will provide comprehensive solutions that encompass everything from planning and operation to maintenance of experiential entertainment spaces.
Takashi Goto, President and CEO of Litopla, introduced the company’s history of developing experiential entertainment solutions for corporate clients since 2020. He stated that they want to accelerate the sophistication of spatial design by combining their expertise with that of Sony Marketing. Kazuhiro Nakagawa, Executive Officer of Sony Marketing, positioned this collaboration as an initiative to accelerate the creation of new emotionally impactful experiences. He said they will combine the expertise and assets of both companies in the entertainment field.
The two companies will be exhibiting jointly at “Leisure & Outdoor Japan 2026,” which will be held at Tokyo Big Sight from November 25th. They are also scheduled to speak at seminars at the venue.
This article is an English translation of an original Japanese article, translated by the Mogura VR editorial team.
Reference
https://prtimes.jp/main/html/rd/p/000000343.000018968.html
