CyberAgent is moving its North American base, CA America, to Los Angeles and expanding its overseas business beyond marketing support into “global business production.”
As part of a new structure for taking Japanese anime to overseas markets, CyberAgent is moving the base of CyberAgent America, Inc. (CA America) to Los Angeles and plans to handle on the ground, end to end, the “global business production” of titles, including screen development, merchandising and tie-ins. CEO Ichikawa (市川) and COO Yamamoto (山本) discuss the background and future strategy.
The company describes 3 arrows aimed at maximizing IP value overseas, particularly in North America: strengthening local marketing, developing the licensing business, and planning and rolling out merchandise. It explains that the aim is to establish a cycle in which sales and the fan base built locally are reinvested in the next title.
Overseas markets present conditions that differ from Japan, and the importance of local networks capable of responding to the consolidation of streaming platforms and differences in fan preferences has been highlighted. CA America is also advancing the development of local artwork and the systemization of its review and supervision structure, with a view to creating new businesses originating locally.
Going forward, the company plans to combine marketing, licensing and merchandise initiatives, centered on its Los Angeles base, to deliver Japanese IP to markets around the world, and to expand new initiatives in collaboration with local partners.