‘No old, stay gold’: Sega launches Sega Universe to revive classic IPs across film, music, and fashion

Sega has launched Sega Universe, an ambitious transmedia project designed to revitalise its older intellectual properties through film, music, fashion, and new entertainment forms, starting with nine key games celebrating anniversaries in 2026.

On 24 April 2026, Sega officially announced the Sega Universe initiative, marking a strategic shift from a games-only approach to a broad transmedia expansion. Using the tagline “no old, stay gold“, Sega declared its intention to “shine light on classic titles that are still loved by fans, distinct from current titles, and aims to transcend the world of games and deliver new ways to enjoy them“, according to a company statement released in Japan.

Sega Universe’s 2026 ‘Selected’ IP Anniversaries

The first phase of Sega Universe targets anniversary celebrations for classic Sega franchises, with the Sega Universe website’s ‘2026 Selected’ section listing nine games set for commemoration:

Sega has not confirmed which forms of media will be developed for each IP, nor has it announced detailed products or release dates. The official Sega Universe site states: “Games and characters born in the past. Transcending generations and borders, they continue to live on in the same universe – even today. Beyond games, expanding into film, music, fashion, and even further forms of entertainment. While changing form, the experience is constantly updated. Everything created here remains in someone’s memory and is passed on to the next generation.”

Transmedia Expansion and Leadership Changes

Sega’s transmedia push is a direct response to the global success of Sonic the Hedgehog in film, television, streaming, and merchandise. In 2024, Sega appointed Justin Scarpone as Global Head of Transmedia, tasking him with extending this strategy across additional core Sega properties, including Persona, Like A Dragon, and Angry Birds.

In an interview with VGC, Scarpone, a former Disney executive, outlined Sega’s multi-year transmedia ambitions: “I think there’s a core set of IPs that are currently the core pillars of our company. You have Sonic and Friends, you have Persona, you have Like a Dragon, and I would also definitely put Angry Birds in that bucket. Also, some of the things we do in Europe are quite interesting, like Football Manager, which is very stable and has a very loyal audience. Creative Assembly has Total War as well. So we have these businesses where, over the next five-to-ten years, we have a persistent slate plan, marketing initiatives, product, hopefully more transmedia.”

Although Sega Universe is currently focused on film, music, and new entertainment channels, Sega has separately confirmed new games in development for legacy IPs such as Streets of Rage, Jet Set Radio, Crazy Taxi, and Golden Axe. The company also recently launched a new instalment in the Shinobi series.

This multi-pronged strategy indicates Sega’s intent to position itself as a comprehensive entertainment company, not solely a game publisher. Sega aims to capitalise on nostalgia while “constantly updating the experience” and passing classic IP to the next generation via contemporary mediums.

Key Facts: Sega Universe Project (2026)

• Launch: 24 April 2026 (announced in Japan)
• Main goal: Revive and reinterpret older Sega IPs for film, music, fashion, and new forms of media
• 2026 IP Anniversaries (“2026 Selected”):
• Transmedia focus: Film, music, fashion, television, streaming, live events, and merchandise
• Leadership: Justin Scarpone (Global Head of Transmedia, appointed 2024)
• Additional in-development games: Streets of Rage, Jet Set Radio, Crazy Taxi, Golden Axe, Shinobi (recently released)

Sega Universe’s approach aligns with strategies seen at entertainment juggernauts, combining cross-generational nostalgia with contemporary, multi-platform content production.