In this episode, we sit down with Justin Scarpone, EVP and Global Head of Transmedia at SEGA, just after the company's announcement of new Netflix projects for Sonic, Crazy Taxi and Stranger Than Heaven. Justin draws on a career that spans Disney Japan and Scopely to explain what transmedia means at SEGA, and how three IPs at very different life stages, from the heavyweight Sonic to the revival of Crazy Taxi and the brand new Stranger Than Heaven, each call for a different approach. Using Sonic's 35th anniversary as a starting point, we dig into how SEGA balances a heritage IP against newer properties, adapts its approach across regions, and uses fan events, artist collaborations and partnerships with the likes of Balenciaga, McLaren and Sanrio to keep fans engaged. So tune in for more on what the Netflix partnership signals for SEGA's transmedia strategy, why fans want to participate in the IP rather than just consume it, and a practical guide to turning a hit into a franchise.
03:10 – Introduction
03:45 – From Disney Japan to Scopely to SEGA: Justin's career journey
05:10 – What does transmedia actually mean for a games company?
07:40 – How do you manage IPs at different life stages? Sonic at 35
10:25 – How Roblox introduced Sonic to a new generation of fans
12:20 – Why the people buying Like a Dragon merchandise aren't the ones playing the game
19:45 – How do you stay true to a franchise's DNA while bringing in new audiences?
26:45 – Why building a franchise in Asia takes a different approach
35:05 – Why fan events are about celebrating fandom, not making money
39:45 – From Balenciaga to Walmart: how does SEGA balance exclusivity and accessibility?
44:30 – How does SEGA decide which partnerships are right for an IP?
49:25 – Why location-exclusive merchandise drives fandom
58:50 – Why Sonic, Crazy Taxi and Stranger Than Heaven need different Netflix strategies
01:05.00 – The first steps to turning a hit into a franchise
01:10:30 – Why the games industry has reason to be optimistic
01:13:00 – How Japanese IP is becoming a global play
01:15:40 – Closing thoughts