Toei launches Games label, first original PC title revealed April 24

Toei Company has turned one of Japan’s biggest entertainment names into a new games publisher. The company launched Toei Games on April 21, and its first title is set to be revealed on April 24, putting a surprisingly fast timeline on a label better known for anime, tokusatsu, television, films and events than for full-time game publishing.

The new brand is being positioned as more than a side project. Toei says the games business is meant to become a new pillar alongside its film, television and events divisions, and it is framing the move as part of a broader expansion tied to the company’s 75th-anniversary era. The official Toei Games website and official X account opened the same day as the announcement, signaling that the label is already being treated like a standalone identity rather than a quiet internal experiment.

For players, the most immediate detail is the platform strategy. Toei Games said it will start on PC through Steam, then expand later to home consoles including PlayStation, Xbox and Nintendo Switch. The initial lineup is not built around Toei’s familiar franchises. Instead, the label says it will focus on original IP, with plans to create new properties alongside creators in Japan and abroad.

That choice matters because Toei’s catalog is packed with recognizable names that could easily have powered a safer launch. Dragon Ball, One Piece, Sailor Moon, Kamen Rider and Super Sentai all sit under the wider Toei universe in the public imagination, but the new label is deliberately starting elsewhere. The immediate read is that Toei wants to prove it can publish and grow games on their own terms before leaning on its biggest brands.

The launch materials leaned into that message. Toei paired the announcement with a new logo and a pixel-art animation of its signature “waves on the rough shore” opening, created with Kairosoft. The company also promoted the label with the line, “From stories you ‘watch’ to stories you ‘play’ ... Toei takes on a bold new challenge: Games.” It is a neat summary of what this rollout looks like right now: a classic media company testing whether it can become a serious, long-term player in games, starting with original PC releases and leaving the franchise heavyweights for later.