Sony, Tencent increase stake in Elden Ring developer FromSoftware Eurogamer.net If you click on a link and make a purchase we may receive a small commission. Read our editorial policy. Sony, Tencent increase stake in Elden Ring developer FromSoftware Now cometh the Age of Stars. News by Wesley Yin-Poole Deputy Editorial Director Published on 31 Aug 2022 25 comments Sony and Tencent have increased their shareholding in Elden Ring developer FromSoftware. Sony now owns 14.09 percent of the Japanese company, while Tencent, via its Sixjoy subsidiary, now owns 16.25 percent. Existing majority shareholder Kadokawa still owns most of FromSoftware, at 69.66 percent. Watch on YouTube Aoife reviews Elden Ring. FromSoftware, widely considered one of the greatest game developers in the world, has a string of influential hits under its belt, including the Souls series, Bloodborne, Sekiro and, most recently, Elden Ring. While FromSoftware games such as the Souls series are critically acclaimed, Elden Ring propelled the developer into truly mainstream video game territory, with sales surpassing an incredible 16.6 million worldwide. Elden Ring earned the biggest non-FIFA or Call of Duty video game launch in the UK since Red Dead Redemption 2 in 2018. In the announcement of the deal, Kadokawa said FromSoftware "will aim to proactively invest in development of more powerful game IP for itself to strengthen FromSoftware's development capabilities and will seek to establish a framework that allows the expansion of the scope of its own publishing in the significantly growing global market". "In addition to these purposes, for an increase of the number of users in the global market for game IP that FromSoftware creates and develops, FromSoftware decided to conduct the Third-Party Allotment to Sixjoy within the Tencent Group, which has strength in its capabilities to develop and deploy mobile games and other network technologies in the global market including China, and SIE within the Sony Group, which has strength in its capabilities to deploy IP in games, videos and various other media in the global market, concurrently and separately." That's a lot of corporate doublespeak, but what it boils down to is an ambition to capitalise on FromSoftware's strong brands, and it seems clear Elden Ring is part of that push. In March, Elden Ring publisher Bandai Namco, along with FromSoftware, released a joint statement, where they described the game's strong sales as "a fantastic start for the new franchise". "Much effort was placed into creating Elden Ring so that we could exceed the expectations of our fans worldwide," Bandai Namco boss Yasuo Miyakawa said at the time. "In like manner, we will continue our efforts in expanding the brand beyond the game itself, and into everyone's daily life." Become a Eurogamer subscriber and get your first month for £1 Get your first month for £1 (normally £3.99) when you buy a Standard Eurogamer subscription. Enjoy ad-free browsing, merch discounts, our monthly letter from the editor, and show your support with a supporter-exclusive comment flair! Support us View supporter archive More News Atari will hold RollerCoaster Tycoon rights for another decade Ups and downs. 7 Lady Dimitrescu will be a tad smaller in Resident Evil Village's Mercenaries DLC Level the playing field. 1 Overwatch 2 suffers another DDoS attack and character roster bugs Mei Mei. 7 Nintendo Switch firmware update lets you take screenshots in the Switch Online app The app on your console, not your phone. 7 Latest Articles Genshin Impact Path of Gleaming Jade dates, login event rewards Including other anniversary rewards and how to claim them. Atari will hold RollerCoaster Tycoon rights for another decade Ups and downs. 7 Jelly Deals Logitech's G Pro X gaming headset is its lowest-ever price during Amazon's Early Access sale Prime Members can get it for just £52. Jelly Deals Save over £500 off the retail price on this beefy ASUS TUF Dash gaming laptop from Amazon Under £1080 for an RTX 3070 laptop. Supporters Only Premium only Off Topic: Take a minute to appreciate Cookin' with Coolio's incredible scallops recipe. What a great book. Premium only Off Topic: Reading City of Glass in comic form "Where exactly am I going?" Premium only Off Topic: Il Buco is a transporting film about a really big hole Underlands. Off-Topic Netflix handled Sandman brilliantly It was Dreamy. 9 Buy things with globes on them And other lovely Eurogamer merch in our official store! Explore our store