Expanding Tamagotchi Play with Connected In-Store Experiences

With the launch of Tamagotchi Paradise, entertainment giant Bandai set out to bring a new level of connected play to fans worldwide. The device supports nine languages and is available across Japan, North America, Europe, and Asia. To complement the new release, Bandai developed Lab Tama, a large in-store terminal that lets users link their Tamagotchi to the system for exclusive content and activities.

When players place their Tamagotchi Paradise device into the Lab Tama tray, the system connects instantly – unlocking region-specific downloads, limited-edition items, and unique in-store interactions. These terminals are installed in toy stores, department stores, and electronics retailers across Japan and beyond, acting as both a digital playground and a promotional platform.

In past deployments, updating in-store terminals required physical media and manual updates by staff, a process that proved both time-consuming and costly. For this global rollout, Bandai needed a secure, flexible way to distribute content remotely, update systems automatically, and monitor performance from a central location.

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Challenge: Global Connectivity for a Global Toy

Bandai’s goal was to make Tamagotchi’s “connected play” truly worldwide. However, the company faced a major challenge: ensuring that each Lab Tama terminal could communicate securely and reliably across diverse retail environments.

Because the devices were being deployed in multiple countries, Bandai needed a connectivity solution that worked seamlessly across regions without relying on local Wi-Fi networks or complex configurations. They also needed to synchronize updates by region and campaign, ensuring that marketing content and gameplay experiences aligned perfectly with local events and product launches.

Operational visibility was another priority. Bandai wanted the ability to monitor connection status, view usage data, and analyze performance metrics in real time to plan maintenance, optimize content, and understand player behavior at each store location.

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Solution: Soracom-Powered Lab Tama Terminals

To meet these goals, Bandai integrated Soracom IoT SIMs into the Lab Tama terminal, enabling stable, secure communication regardless of installation location. Using Soracom’s global cellular coverage, the terminals now connect automatically without relying on local infrastructure.

Each terminal communicates regularly with the Soracom platform to check for new content. When updates are available, the device securely downloads promotional videos, software updates, or campaign-specific features directly from Soracom-hosted storage. This automated process ensures that content is always up to date and tailored to each region’s needs.

Soracom’s management console and APIs allow Bandai’s development team to centrally monitor connectivity, data usage, and device operation history. This remote visibility helps engineers diagnose issues quickly and ensures consistent performance across all global deployments.

Why Soracom

For Bandai, Soracom offered more than just global connectivity. The combination of reliable network access, device management, and automated data delivery gave the company a flexible platform for future innovation.

By leveraging Soracom’s services instead of developing a new system from scratch, Bandai accelerated development timelines and reduced the complexity of deploying and maintaining hundreds of terminals across regions. The Soracom IoT SIM’s compatibility and scalability made it easy to expand the project globally without changing infrastructure.

The result was a fast, secure, and cost-efficient deployment that gave Bandai new tools for both customer engagement and data-driven business intelligence.

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Impact: Smarter Stores, Happier Fans

The new Lab Tama experience has transformed in-store engagement for Tamagotchi fans. Shoppers can now interact with their devices, unlock new items, and enjoy dynamic promotional content that refreshes automatically based on region and campaign.

At the same time, Bandai gains valuable real-time insights from aggregated usage data, including how often terminals are used, which content is most popular, and when maintenance may be required. This feedback loop informs everything from product development to marketing strategy, helping the company continuously refine the customer experience.

“By being able to distribute content regularly, Lab Tama has become a product fans can enjoy for a long time,” said Chisato Aoyagi of the Planning and Development Team, Toy Department, Bandai Co. LTD. “Soracom makes it easy to deliver new experiences to stores around the world.”

Future Plans: Connected Play for a Connected World

Bandai continues to expand the global deployment of Lab Tama terminals, with support for language-specific content distribution and region-tailored campaigns. Future collaborations will extend beyond the toy industry, including a partnership with NEXCO East Japan, which will bring limited-edition Tamagotchi content to Lab Tama terminals installed in highway service areas starting in summer 2025.

As the Tamagotchi universe grows, Bandai aims to strengthen its brand through cross-industry collaborations and digital experiences that connect fans in new and meaningful ways. With Soracom powering its IoT infrastructure, the company is well positioned to deliver fresh content, collect valuable insights, and continue innovating the world of connected play.