Sega sets sights on global revival with Sonic remakes, movie hits, and a ‘Super Game'
This year all eyes have been on Nintendo, whose Switch 2 recently became the fastest-selling console in history.
But unlike its former arch-rival, Sega has not sold gaming hardware since its Dreamcast console was discontinued in 2001, instead focusing on making games for other platforms.
Now, as record tourism to Japan helps boost global appetite for the country's pop culture, the company sees a chance to reinvent itself — including through nostalgic game remakes and movie adaptations like the hit 'Sonic' series.
Sega opens its first flagship merchandise store in Japan on Friday, having launched a similar shop in Shanghai in May.
'Opportunities are expanding,' chief operating officer Shuji Utsumi told AFP. 'We've been struggling... for a while, but now we are coming back.' The company aims 'to expand our business globally rather than focusing on the Japanese market', he said.
Sega was a top industry player in the 1980s and 1990s, its name synonymous with noisy arcades, home consoles and game franchises, such as beat-em-up 'Streets of Rage' and ninja series 'Shinobi'.
But it struggled to keep up with intense competition, falling on hard times financially as multiplayer online titles from US publishers, such as 'World of Warcraft', took off in the 2000s.
'Persona' movie?
After Sega quit the hardware business, its game offerings 'got a little stale', said David Cole of the US-based games market research firm DFC Intelligence.
But 'the kids who grew up in the 1990s are now in their 30s, 40s, even older, and really like those franchises' — and are introducing them to their own children — he told AFP.
'It's untapped value' that Sega — just like its Japanese peers including Nintendo — is trying to capitalise on through new movies, stores and theme park rides, Cole added.
Last year, the film Sonic the Hedgehog 3 starring Jim Carrey as the villain zipped to the top of the North American box office in one of the best December openings in years.
It followed the first live-action Sonic movie in 2020, as Sega cashes in on a video-game movie craze that saw The Super Mario Bros. Movie, based on the Nintendo characters, become the second-highest grossing film of 2023.
'Shinobi' is also being turned into a film, while Sega's 'Yakuza' game series has been adapted for television.
When asked if cult franchise 'Persona' could be next, Sega's Utsumi said fans should 'stay tuned'.
'We are talking to a lot of interesting potential partners. So we are under some discussions, but I can't say too much about it,' he said.
Sega — just like its Japanese peers including Nintendo — is trying to capitalise on through new movies, stores and theme park rides. — AFP pic
Super Game
Sega bought Finland's Rovio, creator of 'Angry Birds', in 2023, seeking to expand into the mobile gaming market.
'Gamers' behaviour has been changing' since Sega's original heyday, going beyond TV-connected consoles, Utsumi said.
But Cole said that in the long run Sega should concentrate on 'high-end' gaming: larger-scale, more involved titles that encourage brand loyalty.
Sega is working on what it calls a 'Super Game' with big-budget international ambition and a scope that is 'not only just a game — communication, social, maybe potentially AI', Utsumi said.
'The competition in the game market is very fierce,' he cautioned.
'It's important to really have a fan base close to us. But at the same time, when we develop a great game, it takes time.' Sega's parent company Sega Sammy also makes arcade and gambling machines, including those used in Japanese 'pachinko' parlours, whose numbers are in decline.
That makes Sega's entertainment business 'really the growth opportunity for the company', Cole said.
Sega Sammy said in May its 'Sonic' intellectual property 'has contributed to an increase in both game and character licensing revenue'.
Young tourists in Tokyo shopping near Sega's new store ahead of the opening seemed to confirm this.
'I've always liked Sega. I kind of grew up around their games,' said 19-year-old American Danny Villasenor.
'They're pretty retro. But I think they've evolved with time pretty well.' William Harrington, 24, who lives in Los Angeles, said his father 'put me on to a lot of the older games back in the day', and so to him, Sega 'feels like childhood'. — AFP
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Sinar Daily
a day ago
- Sinar Daily
Japan's Sega eyes return to 1990s gaming glory
TOKYO - The big-screen success of 1990s video game speedster "Sonic the Hedgehog" has brought new fans to Japan's Sega, which says it is poised for a comeback after two tough decades. This year all eyes have been on Nintendo, whose Switch 2 recently became the fastest-selling console in history. Sega President and COO Shuji Utsumi speaks during an interview with AFP at the opening ceremony for the company's first official store in Tokyo's Shibuya district on July 16, 2025. (Photo by Kazuhiro NOGI / AFP) But unlike its former arch-rival, Sega has not sold gaming hardware since its Dreamcast console was discontinued in 2001, instead focusing on making games for other platforms. Now, as record tourism to Japan helps boost global appetite for the country's pop culture, the company sees a chance to reinvent itself -- including through nostalgic game remakes and movie adaptations like the hit "Sonic" series. Sega opens its first flagship merchandise store in Japan, having launched a similar shop in Shanghai in May. "Opportunities are expanding," chief operating officer Shuji Utsumi told AFP. "We've been struggling... for a while, but now we are coming back." The company aims "to expand our business globally rather than focusing on the Japanese market", he said. Sega was a top industry player in the 1980s and 1990s, its name synonymous with noisy arcades, home consoles and game franchises, such as beat-em-up "Streets of Rage" and ninja series "Shinobi". But it struggled to keep up with intense competition, falling on hard times financially as multiplayer online titles from US publishers, such as "World of Warcraft", took off in the 2000s. 'Persona' movie? After Sega quit the hardware business, its game offerings "got a little stale", said David Cole of the US-based games market research firm DFC Intelligence. But "the kids who grew up in the 1990s are now in their 30s, 40s, even older, and really like those franchises" -- and are introducing them to their own children -- he told AFP. "It's untapped value" that Sega -- just like its Japanese peers including Nintendo -- is trying to capitalise on through new movies, stores and theme park rides, Cole added. Last year, the film "Sonic the Hedgehog 3" starring Jim Carrey as the villain zipped to the top of the North American box office in one of the best December openings in years. It followed the first live-action "Sonic" movie in 2020, as Sega cashes in on a video-game movie craze that saw "The Super Mario Bros. Movie", based on the Nintendo characters, become the second-highest grossing film of 2023. "Shinobi" is also being turned into a film, while Sega's "Yakuza" game series has been adapted for television. When asked if cult franchise "Persona" could be next, Sega's Utsumi said fans should "stay tuned". "We are talking to a lot of interesting potential partners. So we are under some discussions, but I can't say too much about it," he said. Super Game Sega bought Finland's Rovio, creator of "Angry Birds", in 2023, seeking to expand into the mobile gaming market. "Gamers' behaviour has been changing" since Sega's original heyday, going beyond TV-connected consoles, Utsumi said. But Cole said that in the long run Sega should concentrate on "high-end" gaming: larger-scale, more involved titles that encourage brand loyalty. Sega is working on what it calls a "Super Game" with big-budget international ambition and a scope that is "not only just a game -- communication, social, maybe potentially AI", Utsumi said. "The competition in the game market is very fierce," he cautioned. "It's important to really have a fan base close to us. But at the same time, when we develop a great game, it takes time." Sega's parent company Sega Sammy also makes arcade and gambling machines, including those used in Japanese "pachinko" parlours, whose numbers are in decline. That makes Sega's entertainment business "really the growth opportunity for the company", Cole said. Sega Sammy said in May its "Sonic" intellectual property "has contributed to an increase in both game and character licensing revenue". Young tourists in Tokyo shopping near Sega's new store ahead of the opening seemed to confirm this. "I've always liked Sega. I kind of grew up around their games," said 19-year-old American Danny Villasenor. "They're pretty retro. But I think they've evolved with time pretty well." William Harrington, 24, who lives in Los Angeles, said his father "put me on to a lot of the older games back in the day", and so to him, Sega "feels like childhood". - AFP
Malay Mail
2 days ago
- Malay Mail
K-drama actors Lee Jong-suk, Moon Ga-young to meet fans in Malaysia for ‘Law and the City' August finale
KUALA LUMPUR, July 24 — Malaysian fans of Korean dramas may soon get the rare opportunity to meet two well-known Korean actors in person. According to a report by entertainment portal Pinkvilla, the lead stars of the ongoing tvN series Law and the City, Lee Jong-suk and Moon Ga-young, are set to attend a special screening event in Malaysia on August 10. This will reportedly coincide with the show's final episode. The event was said to be organised by the show's production team and will bring together over 1,000 fans for a live viewing and a press conference featuring the actors. Pinkvilla also reported that Malaysia was chosen in response to high fan demand and the series' growing popularity on local streaming platforms. Law and the City portrays the lives of young salaried lawyers navigating the high-pressure environment of Seoul's Seocho legal district. Lee Jong-suk plays Ahn Ju-hyeong, while Moon Ga-young portrays Kang Hui-ji. The supporting cast includes Kang You-seok, Ryu Hye-young and Im Seong-jae.
Free Malaysia Today
3 days ago
- Free Malaysia Today
When club musicians fall, Danny Sandhu is there to catch them
Danny Sandhu (left) handing over the cash to cancer-stricken Johan Chong after the fundraiser last week. (Ice pic) PETALING JAYA : Danny Sandhu has never played an instrument on stage, nor belted out a ballad beneath the glow of bar lights. But ask any seasoned musician from Malaysia's club circuit, and his name brings immediate warmth and gratitude. For the past four years, Danny, 65, has quietly taken on a role most wouldn't expect: a relentless fundraiser and friend to musicians and deejays in crisis. From health emergencies to financial ruin, Danny, an events specialist by trade, has made it his personal mission to be there when the music stops, and the silence of hardship sets in. 'I just can't stand by when people who've given us joy are struggling in the shadows,' Danny said, his voice measured but resolute. 'They've played through the years for us, through heartbreaks, celebrations, quiet nights and loud ones. When they fall, we have to lift them.' Danny's partner, Ice, is a singer in the local club scene, a window into the unseen struggles that many musicians endure. Gigs are inconsistent. Pay is low. There's little to no social safety net. Behind every soulful tune is often a story of sacrifice and resilience. Danny's proximity to this world spurred him into action. Danny Sandhu has raised over RM300,000 for musicians, deejays, a kindergarten, and refugee communities. (Ice pic) Over the past four years, Danny has helped raise close to RM300,000 for various causes, thanks largely to the generosity of financial institution ICAP Sdn Bhd, which has strongly supported his mission of compassion. Of that total, ICAP contributed over RM220,000 specifically to assist club artistes, while Danny's friend, Justin Cheng, personally donated an additional RM50,000. Danny's collaboration with ICAP also extended beyond the music scene. A kindergarten run by the Canossian Sisters in Jinjang, Kuala Lumpur, received RM36,000, while ACTS (A Call to Serve) was given RM10,000 to support sick refugees and asylum seekers. His most recent initiative hit close to home: veteran keyboardist Johan Chong Mohamad Chong, who formed a duo with Ice, was diagnosed with stage three cancer. Last Friday, the Saints Bar in Taman Sri Hartamas filled with fellow musicians, patrons, and strangers-turned-friends. The night raised over RM15,000, a lifeline for Johan's ongoing treatment, and the total now stands at about RM21,000. 'This isn't charity. It's responsibility,' Danny added. 'These musicians and deejays are part of our cultural soul. They deserve dignity, not just applause.' It was in January 2021 that Danny helped launch 'Lend a Helping Hand' in collaboration with the Club Artistes' division of the Malaysian Artistes' Association (Karyawan). The initiative was born from one simple belief: 'musicians, especially those who have little, must care for one another, and so must we.' Danny recalled the early days of the campaign with quiet pride. 'It was a unique show of caring,' he said. 'Helpless musicians, still finding strength to support one another during the pandemic.' ICAP's RM30,000 contribution at the time was a pivotal moment — a corporate gesture of humanity that, Danny hopes, will inspire others. 'I urge companies and captains of industry who love music, who've had great nights made better by great performers, to lend a helping hand,' Danny said. 'It makes all the difference.' For decades, Malaysian club artistes have lived in precarity. Gigs are scarce, fees are stagnant, and there's no formal retirement or health care safety net. Many have slipped through the cracks. The pandemic nearly broke the circuit altogether. Though music associations such as Musicians for Musicians and Karyawan have held benefit events, the reality remains: support is often temporary, while need is constant. Danny sees the gaps. He fills them, one fundraiser at a time. 'I'm not a musician. But I've seen their hearts. And when the gigs are gone, when the lights go dim, someone needs to stand in that space,' he said. 'That's why I'm here.' He doesn't do it for thanks. But if you ask those who've benefited, from guitarists sidelined by stroke to singers silenced by surgery, they'll say Danny is a rare person: a man who doesn't just love music, but truly honours the people who make it. In a scene too often defined by hustle and heartbreak, Danny's presence is a reminder that compassion is its own kind of headline act.
