Post by Andrew - Omni Horizon CEO on Oct 28, 2015 12:19:22 GMT 9.5
Sega Europe’s marketing director Jon Rooke comments on MarketingWeek
Listening to fans remains key to Sega’s strategy. For years hardcore gamers have called for Sega to release a third title in the Dreamcast’s Shenmue series, which is set around a teenage martial arts expert in rural China.
But their pleas were repeatedly ignored until earlier this year when its original developer Yu Suzuki unexpectedly announced a $2m kickstarter campaign in order to get Shenmue 3 finally made after Sega handed him over the license. The hugely popular campaign ultimately raised over $6m and became the sixth most funded campaign in the crowdfunding website’s history.”
“Yes, we want to innovate and back smarthphones and virtual reality but our key purpose is to go back to what the brand used to stand for and I think the buzz around Shenmue 3 shows that people love our legacy,” adds Rooke, who says Sega is exploring ways to re-release the original two Shenmue titles.
“Sega was an innovator, the Dreamcast was offering online gaming as early as 1998. But perhaps back then we were pushing boundaries a little too soon. Nowadays we know what we’re good at and the strategy is to be more gradual. Over the next few years, we want to use engaging content and marketing to remind the public why they fell in love with Sega in the first place.”
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