Key facts
- Sega President Shuji Utsumi is implementing a transmedia strategy to build brands across various media.
- The strategy aims to reshape franchise value through films, licensing, and fandoms.
- Sega forecasts net sales of 357.0 billion yen for its Entertainment Contents Business in FY2027/3.
- Sega forecasts operating income of 42.5 billion yen for its Entertainment Contents Business in FY2027/3.
- Sega plans to launch four new full game titles based on its main intellectual properties in FY2027/3.
- Licensing revenue is expected to grow in FY2027/3.
Sega President Shuji Utsumi is driving a strategic shift for the company, focusing on a transmedia approach to expand brand value beyond traditional gaming. This strategy involves telling stories and building franchises across multiple platforms, including films, licensing, and fostering fandoms.
According to Sega Sammy's business plan, the company forecasts an increase in both net sales and profits for its Entertainment Contents Business in fiscal year 2027/3, projecting net sales of 357.0 billion yen and operating income of 42.5 billion yen. This growth is expected to be fueled by the launch of four new full game titles based on its core intellectual properties, continued contributions from free-to-play titles, subscription services, downloadable content, and steady growth in licensing revenue. The company also anticipates strengthening sales of prize merchandise.
In fiscal year 2026/3, Sega's Entertainment Contents Business experienced increased sales but decreased profits. This was attributed to soft performance in full game releases and some free-to-play titles, as well as Rovio's performance. However, existing free-to-play titles, subscription services, downloadable content, and the animation division performed steadily, with licensing revenue growing throughout the year.
Sega's history dates back to the 1940s with Service Games, which imported entertainment machines. It evolved into SEGA Enterprises after a merger in 1960. The company established itself in the arcade market in the 1970s and later ventured into home consoles with the SG-1000 in 1983 and the Master System. The launch of the Sega Genesis in 1988 and the iconic Sonic the Hedgehog in 1991 marked a golden age for the company, enabling it to compete directly with Nintendo.