Sega Sammy Holdings is pursuing a transmedia strategy to develop global IP, led by Sonic, while strengthening its financial foundation to support the expansion of IP value. The article details Haruki Satomi (里見治紀)'s investment decisions, the growth of licensing revenue and the company's gaming investment policy.
Sega Sammy was established in 2004 through the management integration of Sega and Sammy and is strengthening the group's capabilities in Japan and overseas through its three pillars: amusement equipment, entertainment contents and gaming. It places particular emphasis on combining the three businesses to generate stable cash flow, and has indicated a policy of pursuing growth investment while advancing shareholder returns.
As a growth area for its IP, the company is pursuing a transmedia strategy that develops core IP into global brands and expands them into games, films, anime, merchandise and events. Licensing revenue grew from ¥5.7 billion in FY2022 to ¥17.9 billion in FY2026, led by Sonic.
In its drive to enter the gaming business targeting overseas markets, the company aims to expand while limiting risk by focusing on B2B operations such as casino equipment development, and continues to make investments drawing on its knowledge of the future integrated resort business. The article also discusses moves aimed at rapidly expanding IP value, including a partnership with Netflix to adapt multiple titles for film and television.
Sega Sammy's approach to expanding the value of its IP includes taking IP originating at its domestic studios global, investing in films and participating in their production, and collaborating with approximately 750 global partners. The expansion of licensing revenue centered on Sonic and the acceleration of its transmedia strategy are described as supporting future growth.
The latter part is expected to cover specific examples from overseas markets, the company's future screen-adaptation policy and risk management for its B2B-focused business operations.