Sega Plans Marketing Overhaul To Boost Game Sales
Japanese gaming company Sega has announced plans to reform its marketing and sales strategies as it seeks to strengthen revenue from its game releases.
The company disclosed the move during a recent earnings call, where chief executive Haruki Satomi acknowledged that while Sega has maintained relatively lower development costs compared to many large-scale AAA titles in the gaming industry, those savings have not necessarily translated into stronger sales performance.
Satomi explained that Sega intends to improve how it promotes and sells its games by investing more heavily in marketing efforts and using better data analysis to optimize digital sales.
“While continuing to hone our development capabilities – the source of our strength – we believe there is still significant room for improvement and earnings upside in our ‘power to sell,’ namely our marketing and sales mechanisms,” Satomi said during the call. “We are currently undergoing reforms in this area to realise a scale-up in sales.”
The comments come as Sega’s parent company, Sega Sammy Holdings, recently reported a significant financial setback linked to its mobile gaming division.
In its third-quarter earnings report for the 2026 fiscal year, the company revealed that Rovio Entertainment recorded an impairment loss of approximately ¥31.3 billion, equivalent to around $205 million.
Sega Sammy completed its acquisition of Rovio – the developer behind the globally popular Angry Birds franchise – in August 2023 as part of its strategy to expand in the mobile gaming market.
At the time of the earnings report, the impairment loss was attributed in part to the underperformance of Sonic Rumble, a title connected to the long-running Sonic the Hedgehog series.
Satomi said the company is taking lessons from the setback and plans to apply them to future projects.
Moving forward, Sega intends to focus more on strengthening its major intellectual properties, including Angry Birds and Sonic, as part of its broader strategy to regain growth momentum.
In addition to its gaming initiatives, Sega has also revealed plans to expand some of its classic franchises into new media formats. Popular titles such as Streets of Rage and Golden Axe are expected to be adapted into animated productions in the near future.
The company hopes that strengthening its marketing approach and leveraging well-known franchises will help boost both sales and long-term profitability.
