Sega Plans Reforms to Improve Marketing and Sales Efforts

Sega has addressed the development costs of games and noted that it will strengthen data analysis to optimize digital sales in the immediate future.

During a recent earnings call (via GamesIndustry.biz), Sega CEO Haruki Satomi acknowledged that the development costs of the company’s main titles are lower than those of many AAA games in the industry. However, it was also acknowledged that those cost-saving measures haven’t equated to an increase in sales.

Now, they plan to ramp up marketing and sales.

“While continuing to hone our development capabilities – the source of our strength – we believe there is still significant room for improvement and earnings upside in our ‘power to sell,’ namely our marketing and sales mechanisms. We are currently undergoing reforms in this area to realise a scale-up in sales.”

Sega Addresses to $200M Write-Down for Rovio

In February 2026, Sega Sammy Holdings Inc., Sega’s parent company, reported its Q3 earnings for fiscal year 2026, noting that Rovio’s business recorded an impairment loss of approximately 31.3 billion yen.

At the time of reporting, that amount equaled roughly $205 million. Sega completely acquired Rovio in August 2023. At the time, the impairment loss was blamed on Sonic Rumble’s underperformance. Now, they have addressed their strategies for the future.

Satomi said it will “take these lessons into account for future initiatives.” At the time of the report, it was noted that Sega planned to reverse its momentum by focusing strictly on Angry Birds and other major IPs, including Sonic.

In other Sega-related news, it was announced that classic properties such as Streets of Rage and Golden Axe will soon enter the world of animation. Learn more about that here.

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