CyberAgent's Anime Strategy: What is the Path to Success from Online Advertising to IP Business?

Introduction

How did CyberAgent, a company known for its online advertising, venture into the completely different field of anime production?

In this article,CyberAgentThis explains the core of our anime and IP business.

• Growth Strategy Since Founding
• How to enter the anime production industry
• Key elements for success
• Future prospects

This content will be useful not only for businesspeople and media industry professionals, but also for creators and those considering new businesses. If you read it to the end, you will have a clear understanding of the "why" and "how" of the anime business.

Transformation from an online advertising company to an IP business

What is the core of CyberAgent's anime and IP business?

You've probably heard of CyberAgent. Originally known as an internet advertising agency, it has now expanded into areas such as anime production and distribution platforms. Why has it undergone such a transformation?

The answer isBecause they have a digital platform called "ABEMA"It is located there.

The trajectory of founding and growth

CyberAgent, founded by Susumu Fujita in 1998, went public just two years later in 2000. Around this time, it had expanded into various fields, including blog services and real estate-related businesses.

Of particular note is the event that occurred in April 2016. With the launch of "ABEMA (now ABEMA TV)" in collaboration with TV Asahi, they established a new platform for digital distribution. This became the foundation for their subsequent anime strategy.

How to get into anime production

Apparently, CyberAgent is not just producing anime works"Content Ecosystem"This is the way of thinking we are creating.

The specific methods for entering the market are as follows:

• Participation through a production committee system – Multiple companies jointly contribute funds and share risks and profits.
• Acquisition of studios through M&A – including Corets Studios and Nitroplus.
• Establishment of in-house animation production company – Strengthening production capabilities within the group, including Cygames Pictures.

The key to success: The case of "The Summer When Light Died"

In particular, the work "The Summer When Light Died" is a prime example of a cyber anime strategy.

The characteristics of this work are:

1. Distribution partnership with Netflix
It was also broadcast on the Nippon Television Network.
- Successfully expanded overseas and ranked #1 in "Today's Top 10 Series".
2. Utilizing upfront investments at ABEMA
The advance screening of the first episode, which was attended by tens of thousands of people, was a great success.
- An enthusiastic response with standing room only
3. Co-executive members of the production committee
- Shared responsibility with KADOKAWA (the company that publishes the original work).
- A multifaceted approach that leverages its affinity with the gaming business.

Digital marketing is key

The success of anime productions isn't just about creating good content; it's also about leveraging Cyber's strengths, specifically its **"digital prowess."**

• Promotion on social media
• Understanding the Audience through Data Analysis
• Expansion into overseas markets (including partnership with MyAnimeList)

Through these efforts, we were able to maintain the quality of the work itself while increasing our fanbase worldwide.

How to build an ecosystem for anime and IP businesses

How can the ABEMA platform be useful?

The biggest factor in CyberAgent's success in the anime business is,"Our own distribution platform"is.

Since 2016, approximately 30-40% of ABEMA's viewers were there for anime. This data represented a powerful advantage that other companies lacked.

From fund participation to independence

CyberAgent's anime and IP business started with a small fund in its early stages. It began in June 2017 with the establishment of a "fund specializing in anime IP" in collaboration with Cygames.

At that time, the team consisted of only two or three people. However, the activities started by this small team later led to great success.

Activities during the fund period

• Investment in the production committee
• ABEMA's complete series marathon broadcast project
• Research activities to understand the dynamics of the anime industry

These efforts steadily built up, and in October 2021, we were able to take on the role of main organizer for the first time with "Plaore! PRIDE OF ORANGE." After that, the business expanded even further by increasing the number of works we produced.

The path to independence

The Anime & IP Business Division became completely independent in February 2024. Until then, it had been a department within the Media & IP Business Division, but it was grown into a full-fledged business.

List of studios acquired by the company
CyberAgent has acquired many studios and companies through M&A and other means:

Through these efforts, we expanded our network for content creation.

New businesses such as IP hotels

Leveraging the real estate company Realgate (which became a subsidiary in July 2021), they are also planning an "IP Hotel" where guests can experience the world of anime and games. In this way, they are expanding their business scope with a combined digital and real-world approach.

CyberAgent's strengths and future prospects

How does a company culture of "freedom and personal responsibility" work?

CyberAgent's success is also largely due to its corporate culture. Its emphasis on "freedom and personal responsibility" is highly valued by creators and entrepreneurs alike.

Specific meaning:

• Take action on the goals and ideas you have conceived yourself.
• Rather than strictly adhering to the rules, we prefer an environment where we can act flexibly.
• Management's stance of being heavily involved in employees' work.

This culture has garnered support from creators in the content industry, which in turn has led to increased engagement and acquisitions.

The difference between the gaming business and the online advertising business

Cyber's revenue structure has some interesting features:

Game business:

• The quality of the works varies greatly (high volatility).
• While some, like "Uma Musume Pretty Derby," are hits, the success rate is not consistent.

Online advertising business:

• We have secured stable revenue.
• It accounts for about half of sales.

Media & IP Business:

• Despite initial investments in ABEMA, the company finally turned a profit in the October-December quarter of 2025.
• There is room for further growth by collaborating with the gaming business.

ABEMA's efforts to achieve profitability

Founder Susumu Fujita once said, "It will take 10 years for ABEMA to become profitable." However, it has come to fruition sooner than predicted.

In the financial results for the fiscal year ending September 2025:

• Sales: 874 billion yen, an increase of 91 TP3T compared to the same period last year.
• Operating profit: 371.7 billion yen, an increase of 791 TP3T.

They also announced that they achieved profitability in 2026. This rapid profitability can be attributed to the success of their digital marketing and platform strategies.

Future Outlook: Growth of the Entertainment Market

According to data from PwC (a leading consulting firm), the global market size for the entertainment and media industry is:

• 2024: Approximately $2.9 trillion (approximately 460 trillion yen)
• 2029: Growth to approximately $3.5 trillion (approximately a 20% increase)

Many companies are seeking growth in this market, and Sony and Toho, among others, are also strengthening their presence. However, what Cyber excels at is"Insights into the digital field" and "Internet marketing"is.

Summary

Three elements for success in the IP business
The three main reasons for CyberAgent's success in anime and IP business are:

1. Having a platform

• They had the foundation of ABEMA, which allowed them to distribute content in-house.
• Data-driven marketing is possible.

2. Build an ecosystem

• Starting with a fund, we acquired studios through M&A.
• A multifaceted approach in collaboration with the gaming business.

3. Maintain a free and open corporate culture.

• It has gained the support of creators and attracts talented individuals.
• "Freedom and personal responsibility" are at the core of our corporate culture.

Message to Readers

In the business world, it's crucial to leverage your strengths and venture into new areas. CyberAgent built a new revenue stream—anime and IP—on top of its foundation in online advertising.

This wasn't simply a change of industry; it was about leveraging the power of digital marketing to the fullest extent while engaging in the content business.

Future prospects

ABEMA, which is expected to achieve profitability in 2026 and continue to grow, is also planning new businesses such as IP hotels. CyberAgent will expand its business with the vision of an "entertainment and media ecosystem."

As a creator or entrepreneur, here's what we can learn from this success story:

• I will explore new business ventures by leveraging my strengths.
• We will devise ways to combine digital and real-world elements.
• Be mindful of how company culture impacts corporate growth.

These are the three main points.

CyberAgent's case demonstrates that in the business world, instead of solely pursuing "stability," "taking on challenges that leverage one's foundation" can ultimately lead to great success.