{"href":"https://api.simplecast.com/oembed?url=https%3A%2F%2Fthe-speakeasy-seg3.simplecast.com%2Fepisodes%2Fsega-sonic-transmedia-strategy-q9QgOCSe","width":444,"version":"1.0","type":"rich","title":"Sonic, Netflix and Balenciaga: Inside SEGA's Transmedia Strategy","thumbnail_width":300,"thumbnail_url":"https://image.simplecastcdn.com/images/f3638dbc-9094-4427-abb4-fc9ef18cd399/f63e45c2-fc30-4f69-b9af-3be8b018dfbb/cropped_1790778335733.jpg","thumbnail_height":300,"provider_url":"https://simplecast.com","provider_name":"Simplecast","html":"","height":200,"description":"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. \n\nUsing 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.\n\nSo 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."}