Sega pivots to influencer-driven marketing after underperforming 2025 game sales

Sega says Sonic Racing: CrossWorlds and Shinobi: Art of Vengeance underperformed despite strong reviews, prompting a major marketing overhaul that shifts from targeted ads to fandom, celebrity endorsements, and influencer recommendations. The company plans to globalize its publishing structure and transform its mindset toward building a broad ‘Fandom that drives sales.’ It also aims to release two new titles from flagship IPs by March 31, 2027, in addition to already announced games Stranger than Heaven and Personal 4 Revival, as part of a broader lineup including other high-profile titles.