Sega Revamps Marketing After 2 2025 Games Miss Targets Despite 1 Million Sonic Launch Sales
Updated
Updated · Video Games Chronicle · Jun 22
Sega Revamps Marketing After 2 2025 Games Miss Targets Despite 1 Million Sonic Launch Sales
3 articles · Updated · Video Games Chronicle · Jun 22
Summary
Sega said Sonic Racing: CrossWorlds and Shinobi: Art of Vengeance missed internal sales expectations, prompting what it called a significant overhaul of its sales and marketing approach.
The publisher plans to globalize its publishing structure and shift from targeted advertising toward fandom-building and third-party recommendations from influencers, celebrities and users.
That rethink comes despite strong reception: CrossWorlds launched past 1 million units with Metacritic and user scores of 82 and 8.6, while Shinobi scored 87 and 8.3.
Sega has already said it lags rivals such as Capcom in digital sales and data-driven marketing, and is now reviewing its region-based publishing setup for a unified global strategy.
By March 31, 2027, Sega aims to release 2 more flagship-IP titles on top of announced games including Persona 4 Revival and Stranger than Heaven, extending a broader push under president Shuji Utsumi.