SEGASAMMANIA -SEGASAMMY Inside Story-

SEGASAMMANIA#001 Part1

SEGASAMMANIA -SEGASAMMY Inside Story- is content that explores the business activities of SEGA SAMMY Group through the lens of our value creation stories.
Beyond business strategies aimed at creating value, we deliver exclusive “mania-level” episodes, including the voices of employees working on the front lines and behind the scenes of product development that you can only find here.

SEGASAMMANIA #001 Part1: 2026.3.10

Transmedia Strategy for a Virtuous Cycle of IP Value and Revenue Growth

Part 1: Increasing Touchpoints

Introducing SEGA STORE TOKYO,
Offering an Immersive Experience in the World of SEGA

In July 2025, SEGA CORPORATION, a member of the SEGA SAMMY Group, opened SEGA STORE TOKYO in Shibuya, which serves as the first flagship store in Japan embodying the Transmedia strategy. Upon entering, visitors are greeted by a giant 3D hologram display, where dynamic, immersive three-dimensional images appear to float through space, drawing them into the distinctive world of SEGA. Moving further into the store, visitors will find goods from SEGA and ATLUS IPs such as Sonic, Persona, and Like a Dragon, along with more than 800 items, including limited-edition products available exclusively in-store.

The store has attracted fans from across Japan and overseas, with sales significantly exceeding our initial forecast*¹. Behind the store’s popularity is SEGA’s rich lineup of IPs cultivated over the years, along with its strong and dedicated fan base.

*¹ As of January 2026

A Treasure Trove of IPs

Throughout its long history, SEGA has built a rich portfolio of globally recognized IPs.

In 1991, SEGA’s flagship IP, Sonic, took the world by storm as a high-speed action game in which players can run at a frenetic pace through stages of various ups, downs, and loops. The subsequent Sonic the Hedgehog movie series continues to be hugely popular, and the third installment Sonic the Hedgehog 3, released in December 2024, set a series record with a global box office surpassing $490 million (approximately ¥71.5 billion).

The popular Persona series from ATLUS is a coming-of-age themed role-playing game (RPG) about teenage boys and girls who, having awakened to their special Persona powers, encounter a variety of incidents and hardships as they grow. The latest Persona 5 series has surpassed cumulative sales of more than 10 million units. Since its debut in 1996, the series has continued to attract new users through a wide range of media expansions, including live concerts featuring in-game music, animation, and manga.

The Like a Dragon series was created in 2005 from the innovative concept of a game designed for adults seeking a truly engaging experience beyond traditional games. The series is a full-fledged crime suspense featuring encounters between the main characters and other people with diverse backgrounds and personalities. In recent years, Like a Dragon has expanded its reach across a wide range of media, including video productions and merchandise, continuously broadening its fan base as one of SEGA’s flagship IPs.

SEGA also possesses diverse IPs, each offering significant potential.

Transmedia Strategy That Creates a Virtuous Cycle for Enhancing IP Value

SEGA is leveraging its rich IP portfolio through a Transmedia strategy that enhances their value from multiple perspectives by expanding its core game franchises into movies, animation, music, merchandise, and other media.

The strategy follows a roadmap for each flagship IP designed to multiply user touchpoints across a wide range of channels. We are also promoting initiatives such as building strategic relationships with major platform providers*² and participating in global events such as The Game Awards. These efforts help maximize IP exposure on a global scale, leading to revenue opportunities such as new game releases, repeat sales of existing titles, Free-to-Play (F2P), and licensing, then reinvesting the profits gained back into further growth of the IPs. Through this continuous cycle, we aim to enhance the IP value.

The SEGA Stores were established as hubs to promote this strategy in the real-world settings. The store features various innovative elements designed to create a place where users familiar with SEGA IPs through game consoles, PCs, smartphones, and other devices can experience the world of the works through related merchandise.

*² GAFAM, Netflix, etc.

Employee Interview: SEGA STORE TOKYO Is Designed to Provide a New Captivating Experience

Kenya Kikuchi
Consumer Products Department, Transmedia Business Unit,
SEGA CORPORATION

For the opening of SEGA STORE TOKYO, we planned and developed exclusive, store-only merchandise, including collaboration products with collage artist Kosuke Kawamura and our new brand, SEGA Cooro™.

We devoted significant effort in developing compelling merchandise that attracts interest and appeals to customers. We also created products specifically for international tourists, incorporating elements of Japanese culture, and these items have proven extremely popular.

We believe the store provides a physical venue for direct engagement with fans, making it easier to develop products that reflect their actual needs and to share the latest information about our products and services. SEGA STORE TOKYO has become a vital hub for creating user touchpoints, which is essential for implementing our Transmedia strategy.

To meet customer expectations, we need to continually create new and compelling products and events. We look forward to providing special in-store experiences and events tailored to each season, always striving to surprise and delight our customers. We also aim for the store to become a community space where fans can connect with one another.
We will continue to actively create unique real-world opportunities for fans in Japan and around the world to experience SEGA IPs firsthand.

Collaboration product with collage artist Kosuke Kawamura　　　　　　　　　　　　　　　　SEGA Cooro™ mascot-style plush toy series

The SEGA STORE TOKYO plays a key role in the Transmedia strategy by expanding touchpoints with fans of SEGA IPs. The SEGA Group will continue to accelerate its value enhancement cycle while maximizing the value of this store, which delivers the appeal of IPs as a real-life experience.