Sega President Shuji Utsumi Discusses Reviving Sega's Iconic Spirit and Embracing Innovation

Sega President Shuji Utsumi on Revitalizing Sega’s Classic Spirit and Launching New Game Innovations Sega, a name synonymous with gaming history and innovation, is moving into a new era under the strategic leadership of president and COO Shuji Utsumi.

Renowned for his pivotal roles at both PlayStation and Dreamcast, Utsumi also serves as CEO of SEGA of America and SEGA Europe, making him one of the most influential figures shaping the Japanese gaming giant’s future. In a recent interview on Chris Dring's 'The Game Business Show,' Utsumi detailed his vision to reinvigorate the Sega ethos that captured global attention throughout the 1990s.

He reflected on Sega’s earlier reputation as a pioneering cultural force, particularly during the arcade boom and home console innovations.

"We want to rekindle that spirit that set Sega apart," Utsumi shared, noting that Sega was viewed almost like the 'rock and roll' of the industry—always trailblazing and bringing something new to the table. Utsumi emphasized that while nostalgia is a cornerstone of Sega's strategy, the company refuses to become a relic of the past.

Instead, Sega is committed to updating beloved classics and reimagining them for today’s gaming landscape by blending nostalgic appeal with fresh, innovative concepts.

He explained, "We’re in constant dialogue with our studios and developers about the need to care for our legacy products while also pushing innovation.

With renewed interest in retro styles, we have a favorable environment, but new elements are essential to engage modern players.

Developers understand that balancing the old with the new is crucial." This mindset is already manifesting through Sega’s high-profile reboots of iconic franchises such as Crazy Taxi, Jet Set Radio, Shinobi, Golden Axe, and Streets of Rage.

Utsumi highlighted that while established brands like Sonic the Hedgehog provide consistent business stability, Sega is also willing to take creative risks with less predictable IPs.

"Some of our core franchises offer reliable returns, but we’re also exploring bold, high-risk projects for potentially greater rewards," he said. Utsumi further explained the company’s evolving approach to audience targeting.

"We’re focusing on specific communities more deeply—choosing to serve a passionate niche that could potentially grow, rather than aiming for broad and shallow reach.

The idea is to go deep with engaged players and then organically expand these groups." Sega’s renewed strategy includes maintaining a strong presence on platforms like the Nintendo Switch and across digital storefronts such as the eShop, ensuring both classic and new titles are accessible to a wide audience of nostalgic fans and new players alike.

With Utsumi at the helm, Sega’s future looks poised to strike a balance between reverence for its influential past and bold new ventures in gaming innovation.

Sega Shuji Utsumi Crazy Taxi Jet Set Radio Shinobi Golden Axe Streets of Rage Nintendo Switch Chris Dring The Game Business Show SEGA of America SEGA Europe