Sega, a Japanese gaming company, aims to recapture the success of the 1990s in the gaming industry.
In the ever-evolving world of video games, Sega, the once-dominant force in the industry, is making a comeback. With a rich history dating back to the 1980s and 1990s, Sega has faced challenges but is now poised for growth, as stated by Shuji Utsumi, the company's chief operating officer.
Sega, synonymous with classic games like "Streets of Rage" and "Shinobi," is tapping into nostalgia, with 24-year-old William Harrington from Los Angeles associating the brand with childhood memories thanks to his father introducing him to older games. This emotional connection is a testament to Sega's enduring appeal.
The company's financial revival is evident in its increased revenue from the "Sonic" intellectual property, as reported by Sega Sammy in May. This success is a promising sign for the future of the iconic blue hedgehog.
Sega is expanding its physical presence with a flagship merchandise store in Japan, following a similar shop in Shanghai. This move indicates a renewed focus on engaging with fans and capitalising on the interest of adults who grew up with Sega games in the 1990s, as suggested by David Cole of DFC Intelligence.
However, the competition in the game market is fierce, as acknowledged by Sega's COO. To stand out, Sega is working on a "Super Game" with big-budget international ambition, encompassing communication, social, and possibly AI elements.
Sega's entertainment business is seen as the growth opportunity for the company, due to the decline in arcade and gambling machine industries. To further diversify, Sega bought Finland's Rovio, creator of "Angry Birds," in 2023 to expand into the mobile gaming market.
The success of the film "Sonic the Hedgehog 3" starring Jim Carrey last year and Sega's plans to adapt "Shinobi" into a film, as well as having already adapted its "Yakuza" game series for television, suggest that Sega is exploring opportunities in the film industry as well.
Despite the excitement, Sega has not announced any specific plans for a Persona movie release. The recent information from Sega and Atlus focuses primarily on game releases and remakes, with no indication of a Persona film project in development or planned for release in the near future.
The new store in Japan is attracting customers, indicating a strong fan base. Young tourists in Tokyo expressed positive sentiments towards Sega, appreciating its retro games and evolution over time. As Sega continues to innovate and expand, it's clear that the company is not just looking back, but also moving forward with a global focus.
[1] Source: https://www.sega.com/games/persona4revival/ [2] Source: https://www.sega.com/games/persona5thephantomx/ [4] Source: https://www.sega.com/corporate/ir/news/20230510_1/
- Sega's foray into the mobile gaming market is a strategic move to diversify, following the purchase of Finland's Rovio, the creator of "Angry Birds," in 2023.
- As Sega continues to innovate, they are branching out from their rich gaming history into other sectors, such as film and technology, with plans to adapt "Shinobi" into a film and having already adapted "Yakuza" for television.
