‘No old, stay gold’: Sega launches Sega Universe, a project designed to revive its older IP beyond games

Sega unveiled Sega Universe, a new effort to revive classic IP through transmedia projects beyond games.

The initiative will first focus on franchises hitting major anniversaries in 2026, signaling a renewed push around legacy brands.

Sega wants to expand dormant properties into film, TV, music, fashion, merchandise, and other entertainment formats.

The move could help keep older IP commercially relevant while introducing Sega classics to younger audiences.