Sonic The Hedgehog creator Sega eyes return to 1990s gaming glory

The big-screen success of 1990s video game speedster Sonic The Hedgehog has brought new fans to Japan's Sega, which says it is poised for a comeback after two tough decades.

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TOKYO -

In 2025, all eyes have been on Nintendo, with its Switch 2 recently becoming the fastest-selling console in history.

But unlike its former arch-rival, Sega has not sold gaming hardware since its Dreamcast console was discontinued in 2001, instead focusing on making games for other platforms.

Now, as record tourism to Japan helps boost global appetite for the country's pop culture, the company sees a chance to reinvent itself, including through nostalgic game remakes and movie adaptations like the hit Sonic series.

Sega opens its first flagship merchandise store in Japan on July 18, having launched a similar shop in Shanghai in May.

"Opportunities are expanding," Sega chief operating officer Shuji Utsumi told AFP. "We've been struggling for a while, but now we are coming back."

The company aims to expand its business globally, "rather than focusing on the Japanese market", he said.