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.