Sega Sammy Holdings is expanding its transmedia strategy, aiming to position its game franchises as entertainment brands that span multiple platforms. The company is using its video games as a foundation to grow properties into films, television adaptations, merchandise, and live events. Mobile and live service games are a key part of this plan, providing ongoing engagement opportunities while supporting broader franchise expansion.
The strategy is designed to increase touchpoints with consumers, allowing fans to interact with franchises across different types of media. By linking game releases to other content and products, Sega Sammy hopes to create additional revenue streams that feed back into the development of future titles.
Sonic Leads the Transmedia Approach
The Sonic the Hedgehog franchise remains central to Sega Sammy’s transmedia efforts. The release of Sonic the Hedgehog 3 in 2024 helped generate renewed interest in the franchise, boosting both sales of older titles and licensing revenue. Licensing income for Sonic grew from ¥5.7 billion ($35.8 million) in the fiscal year ending March 2022 to ¥13.3 billion ($83.5 million) by March 2025, reflecting the impact of cross-media initiatives.
The company views Sonic’s performance as a blueprint for expanding other franchises. Coordinated releases across film, merchandising, and games are seen as a method for keeping audiences engaged while extending the lifecycle of its intellectual properties.
Mobile and Live Service Games at the Forefront
Mobile and live service games are a core focus for Sega Sammy’s growth strategy. These formats allow continuous player engagement through updates and events, providing a consistent revenue model and expanding the global reach of its titles.
The launch of Persona5: The Phantom X in June 2025 illustrates the company’s focus on mobile and PC platforms. The game has reached over 23.5 million downloads worldwide, demonstrating the potential for live service titles to attract and retain large player bases.
Sega Sammy plans to leverage the development capabilities of its internal teams along with the marketing reach of its subsidiary Rovio Entertainment. Rovio’s expertise in mobile publishing is expected to support future global releases, increasing the visibility of upcoming titles.
Expanding Other Franchises Beyond Games
The company is applying its transmedia model to franchises beyond Sonic, including Like a Dragon and Persona. These properties are set to receive new content that extends into television and film, building on the coordinated approach established with Sonic.
By creating complementary media projects and merchandise, Sega Sammy aims to increase both the reach and longevity of these franchises. The strategy is designed to turn game properties into multi-platform brands that can sustain engagement across different audience segments.
Future Plans and Technology Integration
Looking forward, Sega Sammy intends to advance its transmedia strategy by combining global game launches, digital distribution, and AI-driven development tools. This approach is intended to maximize the long-term value of its intellectual property portfolio and ensure a steady flow of content across platforms.
The company’s strategy reflects a broader industry trend where publishers use successful games as a springboard for entertainment franchises. By aligning releases across media, merchandising, and live events, Sega Sammy seeks to create integrated ecosystems that maintain player engagement over time.
Source: PocketGamer
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Frequently Asked Questions (FAQs)
What is Sega Sammy’s transmedia strategy?
Sega Sammy’s transmedia strategy involves expanding game franchises into other forms of media, including films, television, merchandise, and live events, using games as the starting point.
Which franchises are part of this strategy?
Sonic the Hedgehog is the main example, but the company is also applying the approach to Like a Dragon and Persona.
How are mobile and live service games involved?
Mobile and live service titles allow continuous engagement, providing ongoing content and updates that support broader franchise growth.
What role does Rovio Entertainment play?
Rovio, a subsidiary of Sega Sammy, contributes marketing and publishing expertise to support global mobile game releases.
Has the strategy been financially successful?
Yes, Sonic’s licensing revenue increased from ¥5.7 billion ($35.8 million) in 2022 to ¥13.3 billion ($83.5 million) in 2025, showing the effectiveness of coordinated media expansion.
What are Sega Sammy’s future plans?
The company plans to integrate global launches, digital distribution, and AI-driven development to maximize the long-term value of its intellectual properties.
