Sega Sammy’s fiscal year ending March 2025 reveals a dip in net sales and operating income across the period, despite “strong sales” from its video game business, particularly in regards to Sonic X Shadow Generations and Metaphor: ReFantazio.

In repeat sales, Sega stated Persona 5 Royal “continued to contribute to earnings, while sales of past Sonic titles also saw a “strong performance.”

Over 75% of Sega Sammy’s total sales to March 2025 stemmed from its entertainment contents segment, which includes its video game business alongside animation and toys (23% came from its Pachislot and Pachinko business, and just 1.3% from its casino machines).

Its operating income margin across the period was 11.2%.

The numbers

For the full year ended March 30, 2025:

• Net sales: ¥428.9 billion ($2.79 billion, down 8.5% year-on-year)
• Operating income: ¥48.1 billion ($313 million, down 16.8% year-on-year)

The highlights

Sega is “pursuing a transmedia strategy” in which it will develop “high-potential IPs” primarily through games while also expanding into movies, animation, merchandising, events, and other areas, “thereby simultaneously increasing user touchpoints and revenue opportunities to grow the IPs.” Alongside Sonic, which it notes has “already achieved success,” Sega said it was looking to expand the transmedia strategy to other IPs such as Like a Dragon and Persona.

“Following roadmaps for each major IP, we will advance transmedia development and broaden user touchpoints across diverse areas,” the company said. “Furthermore, by building strategic relationships with major platform providers, we will maximize global exposures for our IPs and link this to revenue opportunities through new Full Game release, repeat sales, F2P, and licensing development. Profits gained in this way are reinvested into further IP growth, creating a cycle of increasing IP value.”

The megacorp also revealed the cumulative sales of key titles, including Sonic Superstars (2.43 million units), Sonic Frontiers (4.57 million units), Persona 3 Reload (2.07 million units), and Persona 5 series (13 million units).

The company identified that in 2024, Japan was its biggest market share at around 69% of its overall video game business, followed by North America, Europe, and Asia, at 51%, 32%, and 16.6%, respectively. By 2028, it projects that all these markets will grow, with Sega anticipating its Japanese video game business market size will expand to 76%, North America by 58%, and Europe by 37%.

Sega also revealed that it continues to generate more income from its mobile games than consoles and PC combined, a trend it anticipates will continue into 2028.

Looking ahead to the fiscal year ending March 2026, Sega said it plans to launch new releases of major IPs, including Sonic Racing: CrossWorlds and Football Manager 26. In the fiscal year ending March 2027 and March 2028, it plans “to enrich our pipeline with at least four new mainstay titles each year, along with releases of legacy IP works. At the same time, we will expand revenue opportunities by strengthening repeat sales, broadening supported platforms, and offering subscription-based services.”

Sega currently employs 6391 employees in its entertainment segment.