Sega is set to open its own official retail stores in Tokyo, Japan and Shanghai, China in the coming year. According to Sega's transmedia boss Justin Scarpone, the goal is to "elevate and strengthen the Sega brand" by putting the Sega brand in front of more consumers, as it is currently not as visible in retail as their popular Sonic the Hedgehog IP.
The Tokyo store will open next summer in the Shibuya Parco department complex, which already houses the official Nintendo, Capcom, and Pokémon stores. Sega is also planning a similar store in Shanghai, China through a partner company.
Scarpone stated that Sega needs to do more to ensure the Sega brand is prominently featured, as "if you go to retail today, you don't see 'Sega' enough". This retail expansion is part of Sega's broader efforts to replicate the success they've seen with the Sonic brand across their other game franchises like Persona and Like a Dragon.
Sega is set to open an official store in the same building as Nintendo Tokyo | VGC
Transmedia boss says he wants to put the Sega brand in front of more consumers…
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Sega Set To Go Head-To-Head With Nintendo With Its Own Retail Store
Tokyo, you lucky duck
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