SEGASAMMANIA -SEGASAMMY Inside Story-
SEGASAMMANIA#001 Part2
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 Part2
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2026.5.8
Transmedia Strategy for a Virtuous Cycle of IP Value and Revenue Growth
Part 2: Strengthening the Licensing-out Business
Transmedia Business Unit —the Frontline Base for Enhancing IP Value
Offering an Immersive Experience in the World of SEGA
In recent years, SEGA has focused on a Transmedia strategy to enhance the value of its IPs while increasing revenue opportunities by expanding user touchpoints for each flagship IP and maximizing exposure in the global market.
The Transmedia Business Unit was established in 2024 as the core organization driving this strategy, with Justin Scarpone appointed as Head of the Transmedia Business Unit to bring extensive experience in the global IP business.
Justin Scarpone
Head of Global Transmedia Group
Profile
・At The Walt Disney Company, he played an instrumental role in expanding Disney’s game business in Asia.
・At The Walt Disney Company (Japan), he was in charge of the consumer products division, overseeing the licensing and product distribution of all Disney, Pixar, Marvel, and Star Wars merchandise nationwide.
・He has over 30 years of leadership roles at the Tokyo office of Scopely Inc. and other offices specializing in developing and expanding large-scale entertainment business strategies to expand the growth of IP content in Asia.
Mr. Scarpone leads a diverse team at the Transmedia Business Unit, bringing together specialists in licensing, marketing, branding, retail, and merchandise to drive the Transmedia strategy on a global scale.
Strengthening the Licensing-out Business
Part of the Transmedia strategy focuses on strengthening the licensing-out business of granting other companies the right to use our IPs in exchange for license fees.
The Licensing-out Business Process
To further expand SEGA IPs into overseas markets and strengthen their global presence, we are focusing on building closer relationships with agents and licensees —companies that commercialize products using our IPs. These efforts began with a Licensing Kick-Off event in Tokyo in February 2025, where we presented 79 licensees from 43 companies with videos and images featuring case studies of IP expansion and merchandising in overseas markets. The presentations generated numerous questions, and post-event surveys indicated a high level of interest.
We followed that with SEGA-hosted Licensing Showcase events in Las Vegas, USA, in May and Seoul, South Korea, in September. We also participated in several licensing events, including Licensing Expo 2025 in Las Vegas in May, Anime Expo 2025 in Los Angeles in July, and the China International Licensing Expo 2025 in Shanghai in October. These events provided opportunities for direct dialogue with licensees and valuable insights into the specific needs of each region.
These efforts led to the number of SEGA licensees in FY2026/3 surpassing the previous year’s total in December 2025, four months before the fiscal year end. That growth in the number of licensees is driving ongoing steady growth in revenue.
We held a second Licensing Kick-Off event in March 2026, providing simultaneous interpretation in English and Chinese to accommodate a global audience. Attendance reached 144 licensees from 83 companies, a significant increase from the previous year.
Employee Interview
Masakazu Soeda
Deputy Head of Transmedia East Business Division
Over the past year, we have implemented a wide range of initiatives to strengthen our licensing business both domestically and internationally. Alongside proactive sales efforts targeting existing and new customers, we have worked to improve conversion rates by developing new creative assets, launching pop-up shops in various locations, and opening SEGA Stores.
The Licensing Kick-Off event was particularly effective in generating a positive response from licensees, with many discussions progressing into concrete business negotiations that led to successful deal closures. Our participation in several overseas trade shows also confirmed that interest in licensing SEGA IPs continues to grow each year.
We have also observed that levels of interest in specific IPs vary by country and region. For example, Sonic enjoys strong popularity in the United States, while the Persona series and Project SEKAI COLORFUL STAGE! feat. Hatsune Miku are particularly popular in Asia. I think the next challenge will be how to extend or even build on successful initiatives across different countries and to expand not only specific IPs but also our rich portfolio of IPs into more countries and regions.
We aim to build on this momentum by continuing to expand our IP portfolio, with several new games and video content projects planned starting in 2026.
Creating One-of-a-Kind Experiences Through Collaboration
One example of a licensing partnership already implemented is our 2025 collaboration with AirAsia. Two of the airline’s aircraft feature special liveries depicting characters from Sonic the Hedgehog and Persona 5, and the collaboration also extended to in-flight meals and limited-edition merchandise. This initiative provided tourists and fans with a one-of-a-kind travel experience.
The growing demand for Japanese anime in recent years has been a key driver of the global popularity of Japanese IPs. Licensing out our IPs and developing collaborations with global partners helps drive game sales, and the profits generated are reinvested to further enhance the value of each IP. This virtuous cycle is already taking shape.
We will continue to strengthen our collaboration with agents and licensees to promote co-creation that leverages SEGA IPs to add value to other companies’ products and services.
Raising IP Value to the “Next Level”
The fourth installment in the Sonic the Hedgehog film series, which has grossed over $1 billion worldwide, is scheduled for U.S. release by Paramount Pictures on March 19, 2027.
We also announced that beginning in 2026, the licensing business for Angry Birds will be integrated into SEGA’s Transmedia business. Developed by our Group Company, Rovio Entertainment, the franchise is also set to see the United States release of its third feature film in December 2026.
The Transmedia strategy launched in FY2024/3 to maximize the value of SEGA IPs is beginning to deliver tangible results. As we continue to strengthen our presence also in the video production sector, we are advancing our Transmedia initiatives to the next stage. By leveraging our extensive portfolio of IP assets developed through our games, we aim to deliver new captivating experiences to people around the world while further enhancing SEGA SAMMY’s corporate value.