Today, SEGA has announced the establishment of a Global Transmedia Group that will allow the company to advance its transmedia strategy across its wide portfolio of IP, such as Persona, Like a Dragon, Angry Birds, and more in the future. There are numerous characters and intellectual properties in SEGA’s more than 60-year history. Back in 2020, the Sonic the Hedgehog movie was released and became a global blockbuster resulting not only in sequels and the continued success of games in the franchise, but also served as a catalyst for significant growth in merchandising, animation, live entertainment, and other content and service categories. SEGA wants to continue and replicate this kind of success across its other IPs.

With the creation of the Global Transmedia Group, SEGA has appointed Justin Scarpone, former Executive of The Walt Disney Company and Scopely Inc., as Executive Vice President, Head of Global Transmedia Group. This will be effective April 1, 2024. Scarpone has specializes in developing and leading large-scale entertainment business strategies across Asia Pacific and the West that have produced significant financial outcomes. This includes the oversight of  production/marketing/sales in the games and mobile content industries both at The Walt Disney Company & Scopely, Inc., to managing Disney’s Consumer Products business in Japan, to several roles in business strategy and business development.

While at Disney, Scarpone played an instrumental role in expanding Disney’s game business in Asia Pacific, launching globally renowned titles such as LINE: Disney Tsum Tsum, KINGDOM HEARTS, and MARVEL Future Fight. While at Walt Disney Japan, he was also in charge of the company’s consumer products division, overseeing the licensing and product distribution of all Disney, Pixar, Marvel, and Star Wars merchandise nationwide.

SEGA believes this kind of transmedia strategy will operate as a key growth pillar over the next decade.