Sega has appointed Justin Scarpone as the new Executive Vice President and Head of their Global Transmedia Group, effective April 2024. [1] Scarpone is an industry veteran with over 30 years of experience at companies like Disney and Scopely, and he will be tasked with advancing Sega's transmedia strategy across their wide portfolio of intellectual properties (IPs) like Persona, Like a Dragon, and Angry Birds.
The goal is for Sega to replicate the success they had with the Sonic the Hedgehog movie, which served as a catalyst for growth in merchandising, animation, live entertainment, and other content and service categories. [1] Sega aims to take a similar transmedia approach to expand the reach and engagement of their other major IPs beyond just video games.
In the management message, Sega's President and COO Shuji Utsumi emphasizes the company's commitment to "creating 'Transmedia Experiences' that connect fans across regions and generations" and delivering the "best entertainment experiences to people worldwide." [2] This suggests Sega sees transmedia as a key growth strategy for the company going forward.
Overall, Sega appears to be focused on elevating their brand through a more holistic, cross-media approach to their IP portfolio, leveraging the expertise of an experienced transmedia executive like Justin Scarpone. This aligns with the user's request to discuss Sega's plans to "elevate" their brand.
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