Sega to open SEGA STORE OSAKA in October

Sega is expanding its physical retail presence to strengthen its intellectual property (IP) strategy. On October 2, the company will open ‘SEGA STORE OSAKA’ in Shinsaibashi PARCO, marking its first permanent store in the Kansai region.

Following the sale of its amusement facility business to GENDA in 2020, Sega is shifting its focus from operating game centers to creating ‘touchpoints’ for its IP. The new retail strategy aims to connect fans with Sega’s diverse brand portfolio, including games, characters, movies, and music, through a transmedia approach.

The Osaka location will feature advanced technology, such as large transparent double-sided LED displays, to create an immersive experience. The stores are designed not just for sales, but as communication hubs where staff share development backgrounds with fans and gather consumer feedback to inform future IP development.