Photo source, Namco
Bandai Namco is exploring a sequel to Shadow Labyrinth while simultaneously strategizing to maintain the enduring appeal of its iconic character, Pac-Man, according to recent statements from company executives. The news comes as Bandai Namco actively expands Pac-man’s presence beyond gaming, leveraging brand partnerships and experiential entertainment.
Speaking to the press, producer Masaru Aizawa confirmed consideration of a Shadow Labyrinth follow-up. Though, Bandai Namco President and CEO Mitsuhiro udagawa highlighted the challenges of sustaining a brand like Pac-Man, created by Toru Iwatani in 1980, compared to franchises with more developed character narratives like Sega’s Sonic the Hedgehog or Nintendo’s Mario. Udagawa noted Pac-Man’s simplicity – a silent, non-human protagonist engaged in action-based gameplay – presents unique hurdles. “It’s true that Pac-Man as an IP (Intellectual Property) is less character and story than other video game characters such as Sonic,” he stated.
Despite this, Udagawa expressed confidence in Pac-Man’s continued relevance, citing recent successful collaborations, including a partnership with Krispy Kreme donuts offering Pac-Man themed doughnuts and a partnership with Little Lion Entertainment to create Pac-Man escape experiences in cities like Manchester, UK, and Dubai, UAE. He believes these initiatives demonstrate Pac-Man’s potential to thrive for another 45 years.
Udagawa acknowledged the possibility of a Pac-Man feature film, similar to the 2020 Sonic the Hedgehog movie and the 2023 The Super Mario Bros. Movie, but emphasized the company’s commitment to expanding Pac-Man’s influence across various media. “As an IP, we will continue to prove that Pac-Man has become more than a game of cultural icon.”
Professor Eizo kawatani, a researcher at the University of Tokyo, offered a different outlook on Pac-Man’s enduring popularity, attributing it to the nostalgic appeal of the arcade game experience. He suggested the game evokes memories of a specific time and place – the vibrant, noisy arcades of the past. “(Pacman) reminds me of my childhood when I played the game with my friends and rivals in the noisy and neon signs.” Ultimately,the article concludes,Pac-Man’s success lies in its simple yet compelling premise: overcoming fear,represented by the ghosts.
