Haruki Satomi reflects on Sonic Boom's failure, Sonic Mania's fan-driven revival and the movie redesign that helped shape SEGA's current IP strategy.
A SEGA Sammy director details CEO Haruki Satomi's policy on generative AI in games, while the company continues using the technology for support tasks.
SEGA Sammy’s 2026 report shows Sonic licensing revenue passing ¥10 billion for the first time, as movie success fuels the franchise’s global reach.
SEGA Sammy reports 1.97 million Sonic game sales from April to September 2026, with 990,000 in the latest quarter and new Sonic 3 film income.
Tokyo Metro and SEGA are celebrating Sonic’s 35th anniversary with a wrapped Tozai Line train, a four-stop digital stamp rally, limited 24-hour tickets and a special Subway Museum campaign beginning in October.
Balenciaga and SEGA have launched a new fashion collaboration featuring Sonic apparel, Japan-exclusive pieces and a playable Sonic the Fighters arcade cabinet in Tokyo, with a worldwide rollout following September 22.
SEGA VS CAPCOM: The Next Level has been discontinued and its downloads removed, with 4CYDE Studios saying the fan fighter was shut down specifically over its use of Capcom characters and likenesses.
The White House has promoted its new Arcade.gov browser games with a video mimicking SEGA’s branding and sound logo while using Green Hill Zone music, although SEGA has declined to say whether it approved the use.
Sonic and Laz beat CrossWorlds finalists at TGS 2026, while Sonic defeats k4sen. SEGA also revisits SONIC PICO PARK demos and other event highlights.
Sonic Mania is celebrating its ninth anniversary, with Sonic’s official Korean and Taiwanese accounts revisiting the game’s pre-release animation and the many expressions packed into one early Sonic scene.
Sonic Channel’s July 2026 release commemorative artwork celebrates 35 years since the original Sonic the Hedgehog launched in Japan, with Dr. Eggman trying his luck at a UFO catcher filled with Sonic and animal plushies.
SEGA president Shuji Utsumi says the next Sonic movie is shaping up with impressive footage and explains how Sonic’s film success is influencing the company’s wider global strategy.
Alien: Isolation 2, Crazy Taxi: World Tour, STRANGER THAN HEAVEN, Persona 4 Revival, Total War: WARHAMMER 40,000, SONIC PICO PARK, and more will be playable at SEGA’s Gamescom 2026 booth.
SEGA Sammy’s latest management meeting report lists updated Sonic sales figures, with Sonic Frontiers reaching 4.94 million units, Sonic X Shadow Generations passing 3 million, Team Sonic Racing at 3.5 million, and Sonic Superstars at 2.88 million.
SEGA’s Little Akihabara pop-up shop runs from June 19 to July 19 at Little Tokyo Mall in Downtown Los Angeles, featuring exclusive weekly graphic tees, rare Japan-only plush imports, themed menu items, and a stamp card gift campaign.
SEGA and ATLUS are bringing a major lineup to Anime Expo 2026, including a Sonic 35th anniversary booth activation, Sonic mascot appearances, exclusive Sonic posters, and a behind-the-scenes animated shorts panel with Takashi Iizuka, Tyson Hesse, Evan Stanley, Alan Wan, and more.
SEGA has opened several new recruitment listings tied to its Second Business Division and Sonic series development, including roles for a producer, scenario writer, lead planner, technical art manager, graphics programmer, client programmer, and TA engineer.
SEGA, ATLUS, and SPJA have announced five new Guests of Honor for Anime Expo 2026, including Sonic Creative Officer Takashi Iizuka, Persona developers Kazuhisa Wada, Atsushi Nomura, Shigenori Soejima, and anime director Yoshiyuki Asai.
SEGA says it plans to release four major full game titles from mainstay IPs during the fiscal year ending March 2027, while Sonic’s 35th anniversary is expected to support repeat sales, community activity, merchandise, and related promotions.
The official SEGA Shop has opened pre-orders for a limited edition Sonic the Hedgehog ingot by Fanattik, featuring Sonic, Dr. Eggman, and classic animals in a numbered 35th anniversary collectible limited to 5,000 pieces worldwide.
SEGA’s official X account has surpassed 600,000 followers and is celebrating with 60 free SNS icons featuring Sonic, Tails, Shadow, Dreamcast, Puyo Puyo, Like a Dragon, Persona, Jet Set Radio, Crazy Taxi, and more.
Former SEGA executive Mike Fischer has shared sharp criticism of Yuji Naka in a new Sega-16 interview, arguing that Naoto Ohshima and Hirokazu Yasuhara deserve proper credit for Sonic the Hedgehog’s creation.
Musician and Sonic fan Thundercat stopped by SEGA’s Tokyo headquarters, posing with Sonic and Shadow while meeting Sonic series sound director Tomoya Ohtani.
SEGA, ATLUS, Rovio, and animate are launching a year-long global collaboration across more than 140 stores, with Sonic the Hedgehog kicking off the project in June 2026.
SEGA has shared updated franchise sales figures for January to March 2026, with Sonic the Hedgehog selling 990,000 units during the quarter as the company shifts focus back toward full game releases.
SEGA is lowering the priority of free-to-play development after weak FY2026 performance from new titles including Sonic Rumble Party, while moving over 100 developers toward full game projects based on mainstay IPs.
Branch and SEGA have launched their first official gaming chair collection, featuring ergonomic Sonic, Genesis, and Dreamcast chairs with prices starting at $569.
The LEGO Group and SEGA have revealed the LEGO SEGA Genesis Console set, a 479-piece retro gaming build launching June 1 with Genesis and Mega Drive display options, detachable controllers, and Sonic the Hedgehog details.
SEGA’s Shinobi: Art of Vengeance is getting a major crossover DLC on April 3, featuring Eggman in Green Hill alongside Majima and Death Adder.
A new report claims Jim Carrey could return as Dr. Eggman in Sonic the Hedgehog 4, despite the character’s apparent fate in the previous film.
The final episode of Sonic Presents: The Chaotix Casefiles is now available, closing the Red Specter storyline with a full cast finale and nearly 2 million plays worldwide.
SEGA has launched the Smurfs Crossover Event in Sonic Rumble Party, featuring a Smurf Village stage, themed skins, and limited-time rewards available through April 15.
SEGA has revealed Patch 3 for Sonic Racing: CrossWorlds, launching March 18 with free crossover racers Red from Angry Birds, Goro Majima from Like a Dragon, and Arle Nadja from Puyo Puyo.
SEGA has announced a new SEGA LABBIES plush wave launching March 19, 2026, featuring Shadow the Hedgehog alongside characters from Yakuza and Persona 3 Reload.
SEGA has announced SONIC – LIVE! A Musical Odyssey of Sonic the Hedgehog, a special 35th anniversary concert taking place June 28, 2026 in Tokyo featuring live band and orchestral performances of music from across the franchise.
Original video game Sonic voice actor Ryan Drummond says the Sonic Adventure line “Watch out, you’re going to crash!” is the performance he wishes he could redo.
