Sony, the Japanese multinational conglomerate, is making a significant move into the cryptocurrency space by launching its own digital asset exchange in Japan. This strategic initiative leverages an existing platform acquired in 2023, signaling Sony’s full commitment to blockchain and Web3 innovation.
The company plans to relaunch crypto trading services under its newly rebranded subsidiary, S.BLOX—formerly known as Amber Japan, the parent entity of the WhaleFin exchange. The rebranding marks a pivotal transformation as Sony integrates the platform into its broader technology ecosystem and prepares for a comprehensive service rollout.
From Acquisition to Rebranding: The Evolution of S.BLOX
In August 2023, Sony's wholly-owned subsidiary Quetta Web acquired Amber Japan, which had previously operated as DeCurret—a licensed Japanese crypto exchange. After being purchased by Amber Group’s Japanese arm in 2022, the platform was rebranded to Amber Japan before Sony took over in a private transaction whose financial details remain undisclosed.
Following the acquisition, the company underwent another transformation: it officially changed its name from Amber Japan to S.BLOX, aligning with Sony’s vision for a next-generation digital asset infrastructure. As part of this transition, S.BLOX has already rolled out an upgraded version of its backend systems earlier this year, laying the groundwork for future enhancements.
“Going forward, as a member of the Sony Group, we will work to create new added value in cryptocurrency trading services by collaborating with the group’s diverse businesses. Thank you for using WhaleFin,” S.BLOX stated in a public notice.
This statement underscores Sony’s intent to integrate blockchain services across its entertainment, finance, and technology divisions—a hallmark of its long-term digital strategy.
What’s New? Upcoming Features and Platform Enhancements
Sony isn’t just reviving an old exchange—it’s rebuilding it with modern user expectations in mind. S.BLOX is preparing to launch:
- A new mobile application designed for seamless navigation and enhanced security
- A completely redesigned user interface (UI) focused on accessibility and real-time trading efficiency
- Support for additional cryptocurrencies, expanding beyond the current offerings
- New trading functions such as staking, recurring buys, and portfolio analytics
These upgrades aim to position the platform competitively within Japan’s regulated crypto market, which demands high compliance standards and robust investor protection.
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Sony’s Growing Footprint in Web3 and Blockchain
While the launch of a crypto exchange represents Sony’s most direct entry into digital assets to date, it is not the company’s first foray into blockchain technology. Over recent years, Sony has steadily built its presence in Web3 through strategic investments and internal development.
One notable example is Sony Network Communications’ $3.5 million seed investment in Startale Labs—a Singapore-based Web3 infrastructure company. This funding round was exclusive, with no other investors involved, highlighting Sony’s targeted approach to emerging blockchain ventures.
Sota Watanabe, CEO of Startale Labs, revealed that an external director from his firm will lead Sony’s upcoming crypto exchange initiative. According to Watanabe, the project has been in development for approximately 18 months and is now entering active execution.
This collaboration suggests that Sony is not only acquiring infrastructure but also tapping into specialized expertise to ensure technical excellence and regulatory compliance in its financial offerings.
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Why Japan? Regulatory Clarity Meets Tech Innovation
Japan has long been recognized as one of Asia’s most forward-thinking markets for cryptocurrency regulation. With clear licensing requirements enforced by the Financial Services Agency (FSA), the country provides a stable environment for compliant crypto businesses.
By launching through S.BLOX—an entity already familiar with Japanese regulatory frameworks—Sony gains a strategic advantage. It avoids the lengthy licensing process typically required for new entrants while ensuring adherence to anti-money laundering (AML) and know-your-customer (KYC) protocols.
Moreover, Japanese consumers have shown growing interest in digital assets, particularly among younger demographics who are comfortable with mobile-first financial tools. Sony’s brand reputation for quality and innovation positions it well to capture trust in this evolving market.
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Frequently Asked Questions (FAQ)
Q: Is S.BLOX a new company created by Sony?
A: No. S.BLOX was formerly known as Amber Japan and originally operated as DeCurret. Sony acquired the company through its subsidiary Quetta Web and rebranded it to align with its digital asset strategy.
Q: Will the WhaleFin platform still be available after the rebrand?
A: The WhaleFin brand is being phased out as part of the transition to S.BLOX. Users are expected to migrate to the new platform once the updated services go live.
Q: Is Sony building its own blockchain?
A: There is no public confirmation yet that Sony is developing a proprietary blockchain. However, its investment in Startale Labs—known for Polkadot ecosystem development—suggests involvement in decentralized infrastructure.
Q: When will the new S.BLOX exchange launch?
A: While an exact date hasn’t been announced, preparations are underway for a full relaunch featuring a new app and expanded services. Updates are expected later in 2025.
Q: Will international users be able to access S.BLOX?
A: Initially, the platform will focus on serving users in Japan. Expansion plans beyond Japan have not been disclosed at this time.
Q: How does this fit into Sony’s larger tech strategy?
A: The move complements Sony’s broader ambitions in digital identity, gaming economies, and content monetization via blockchain—key pillars of its Web3 roadmap.
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Final Thoughts: A Strategic Leap Into Digital Finance
Sony’s decision to launch a crypto exchange through S.BLOX reflects more than just financial diversification—it signals a strategic embrace of decentralized technologies as core components of future digital experiences.
By combining regulatory compliance, user-centric design, and cross-industry collaboration, Sony is positioning itself at the forefront of Japan’s fintech evolution. As the line between entertainment, identity, and finance continues to blur, companies like Sony are uniquely equipped to lead the convergence.
With a strong foundation already in place and major upgrades on the horizon, the relaunch of S.BLOX could mark the beginning of a new era for consumer-facing blockchain applications—one powered by one of the world’s most trusted technology brands.