Former Hollywood Executive Aims to Revolutionize Sega into a Global Entertainment Powerhouse

As outlined in its latest financial report, Sega plans to build on its current gaming momentum by accelerating the transmedia development of its intellectual properties. This strategy has been in the works for several years, with successes such as the Sonic films and Angry Birds movies, as well as upcoming projects like a Like A Dragon series for Amazon Prime and a Shinobi series with Universal Pictures. To spearhead these efforts, Sega appointed former Disney executive Justin Scarpone as head of global transmedia earlier this year. In an interview, Scarpone expressed his aspiration to help Sega become a great entertainment company, competing on the global stage. He envisions a model where games introduce new IP, followed by sequels, expansions, and licensing, similar to Marvel's approach. Scarpone spent 17 years at Disney and is familiar with this strategy. He aims to help Sega achieve a high level of proficiency in storytelling, planning, and coordination across different experiences, similar to Disney or Warner Bros. Scarpone notes that Sega's transmedia efforts in Asia are behind those in the US and Europe but highlights the region's high affinity for Sega's IP and growing sales. He takes the example of the launch of Metaphor: ReFantazio, which performed well in Japan and across Asia. To scale up, Sega is building its transmedia unit, divided into teams in the US, Europe, and Asia. Scarpone emphasizes the importance of having properties that cater to the fragmented Asian market's tastes, with IP like Persona and Project Sekai showing significant potential. Looking ahead, Scarpone believes the key to a successful transmedia strategy is organization and process, with different IPs handled differently depending on their origin. Sega recently hired LucasFilm veteran Hez Chorba to focus on legacy IP, and Scarpone is confident that the company is positioned to grow as an entertainment company, with opportunities to evolve the Sega brand and introduce new IP over time.