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Sega plans shift to influencers after Sonic and Shinobi sales disappoint, despite strong reviews

Sega is overhauling its marketing strategy to focus on influencers and fandom growth. This move follows the commercial underperformance of Sonic Racing: CrossWorlds and Shinobi: Art of Vengeance. Both titles failed to meet internal sales expectations despite receiving strong reviews.

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What changed

Sega confirmed that two 2025 titles fell short of sales targets, triggering a shift toward influencer-led promotion.

Live updates

  1. Sega Shifts Marketing to Influencers After 2025 Sales Misses

    Sega is overhauling its marketing strategy to focus on influencers and fandom growth. This move follows the commercial underperformance of Sonic Racing: CrossWorlds and Shinobi: Art of Vengeance. Both titles failed to meet internal sales expectations despite receiving strong reviews.

    What's confirmed:

    • Sonic Racing: CrossWorlds and Shinobi: Art of Vengeance failed to meet Sega's sales expectations.
    • Sega is shifting its marketing strategy toward influencers to boost global fandom and franchise growth.
    • Sonic Racing: CrossWorlds sold over 1 million units at launch.
    • Persona 5 Royal has reached 8.66 million sales.
    • Sonic x Shadow has reached 3.07 million sales.

    Still unconfirmed:

    • Sega has two unannounced flagship IP games coming soon.
    • Persona 4 Revival and Stranger Than Heaven are upcoming titles.
    • Persona 6 and Stranger Than Heaven are showing stronger interest than Sega expected.
    confidence 90%