SEGA will change its marketing strategy and focus on influencers after the discreet sales of its latest games

The Japanese company wants to strengthen the promotion of its titles by relying more on content creators and communities.

More stories in the category News

• Capcom confirms a new Spotlight with Onimusha, although Resident Evil fans will have to wait
• Todd Howard breaks silence on Marvel’s Blade and assures that Arkane is doing something “really great
• A new label on the Xbox Store fuels hopes for Xbox’s portable future

SEGA is gearing up for significant changes in its approach to promoting video games. Despite the warm reception of Sonic Racing: CrossWorlds and Shinobi: Art of Vengeance, both titles have fallen short of the company’s commercial expectations, prompting the Japanese publisher to reassess its marketing strategy for the future.

This decision comes at a time when the influence of social media personalities and online communities is increasingly crucial in boosting the visibility of major game releases. As a result, SEGA aims to adapt its campaigns to reach a broader audience and maximize the impact of its upcoming games.

SEGA seeks to leverage influencers and online communities

According to the shared information, Sonic Racing: CrossWorlds has sold around one million copies since its launch, while Shinobi: Art of Vengeance also received positive reviews from critics and players. However, both projects failed to meet the company’s internal sales targets.

• In response to this situation, SEGA is considering a reorganization of its marketing department with a more global focus, placing a strong emphasis on content creators and gaming communities as tools to drive the promotion of its future releases.
• The company boasts franchises that continue to deliver solid numbers, with Persona 5 Royal surpassing 8.6 million copies sold, and titles like Like a Dragon, Persona 3 Reload, Metaphor: ReFantazio, and Shin Megami Tensei V also achieving very positive results.

Looking ahead to the coming months, SEGA has several highly anticipated projects in the works, including Persona 6, Virtua Fighter Crossroads, Crazy Taxi World Tour, Alien: Isolation 2, Stranger than Heaven, and several new Total War titles, so the company is seeking to fine-tune its commercial strategy to capitalize on the potential of some of its most important franchises.