In a new Attractions Expert Q&A, themed entertainment veteran Roberta Perry has confirmed major news for Sonic fans: SEGA is actively developing location-based entertainment (LBE) experiences featuring Sonic the Hedgehog in the United States for the first time. Perry, who is currently working with SEGA, revealed that new Sonic experiences are also being planned for Europe, Japan, and South America.
“This is the first time they’ve been in the location-based entertainment marketplace in the United States—a lot of Sonic the Hedgehog,” she shared. “We’re developing projects here, as well as in Europe, Japan, and South America. I’ve only been as far south as Columbia, and I’ll get to go further into South America, so I’m looking forward to that.”
While SEGA has not yet disclosed specific project details, the news marks a significant expansion of its global entertainment strategy. Until now, SEGA’s location-based initiatives have largely been concentrated in Japan, where venues like Tokyo Joypolis have long featured Sonic attractions and seasonal events.
This new effort suggests a shift toward more immersive and region-specific experiences, designed to build on Sonic’s growing multimedia presence. From blockbuster films and Netflix series to high-profile game releases and merchandise, Sonic’s reach continues to grow—and SEGA now appears ready to meet that momentum with physical attractions around the world.
Roberta Perry, a founding member of the Themed Entertainment Association and principal of Roberta Perry & Associates, has worked with SEGA and other global brands on entertainment design and development. Her comments reflect SEGA’s increasing investment in Sonic as a global entertainment icon beyond gaming.
Stay tuned to Sonic City for future updates on SEGA’s Sonic location-based entertainment projects and real-world attractions.
