SEGA’s New Corporate Identity “Amazing SEGA” Commits to Quality, Promises More Surprises Coming

SEGA’s latest restructuring has led to the creation of an entirely new concept in hopes of simply communicating their Corporate Identity.

The new identity “Amazing SEGA” promises to excite and surprise players with the quality you should expect from one of Japan’s top entertainment creators.

Current SEGA Corporate Director, and Chief Product Officer (not to mention director/creator of the Yakuza series) Toshihiro Nagoshi takes us behind the scenes in the creation of this new identity that will hopefully be a solid foundation for all SEGA brands and subsidiaries going forward. Using an in house developed headset to measure the human eye while playing SEGA games. The headset captures moments players feel excitement and joy while gaming! They then took this data and converted it to images and sounds to create a visual and audio representation of that moment that SEGA amazes the players.

It’s an amazing idea and I love the idea of capturing surprise to use in your brand. It’s a very SEGA thing to do and one of the reasons I still stand by that company today.

Hit the jump to see more behind the scenes videos.

Yakuza 6 Troubles with Localization GDC 2017

Here’s one of the things I’d never considered when it comes to localization. With tensions between these countries so high and SEGA trying to break into the Chinese market I can see why they may have such a problem with this.

Jung-Sheng Lin posits that by simply using the line the “country” of Taiwan in the hostesses question Taiwanese gamers praised SEGA for being progressive or siding with Taiwanese people that would like independence from Chinese rule. Of course as soon as Chinese celebs started hearing about this and the news started spreading SEGA needed to patch the game and remove the dialogue completely so as not to stir controversy.

Something that should have been a nothing issue needed new dialogue to be recorded and an entire patch rolled out even though the game hadn’t officially released in either country yet!

Watch the entire GDC talk after the jump!

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