SEGA Appoints Havas Entertainment to Newly Created Consolidated EMEA/ANZ Media Account

Global video game publisher SEGA has appointed culture-first communications agency, Havas Entertainment, to its newly-created consolidated EMEA/ANZ media account following a competitive pitch.

Havas Entertainment will now handle 21 markets, adding an additional 16 high-growth markets including Australia, the Netherlands, Spain, Poland and Saudi Arabia, as well as the iconic Sonic the Hedgehog IP game, to the agency’s existing roster. Havas Entertainment's remit is to activate the publisher’s a-list portfolio of iconic gaming brands, including Sonic, Persona, Yakuza, and Total War through innovative data-led campaigns that are connected globally but resonate locally.

Having worked with SEGA since 2020, Havas Entertainment has successfully overseen its Japanese IP for the past four years, including Persona, Yakuza, Unicorn Overlord, Demon Slayer and Sonic the Hedgehog, spanning five major EU markets. Throughout this time, Havas Entertainment has launched numerous high-impact campaigns with SEGA, including a Sonic Superstars Westfield takeover last year, and a Persona 3 Reload omni-channel campaign earlier this year, with OOH activations across key global roadside, shopping and transport locations.

Founded in 1960 in Hawaii, SEGA has been a global force in interactive entertainment for 64 years. Along with its iconic Sonic series, SEGA is known for franchises such as Total War, Yakuza and Streets of Rage. SEGA's influence now extends beyond gaming, with its brands evolving into true transmedia IPs. With hits like Sonic Prime on Netflix and Paramount’s popular Sonic movies starring Jim Carrey (with a third featuring Idris Elba releasing this December), the publisher’s presence continues to soar in the realms of streaming and cinematic entertainment.

Later this month, Havas Entertainment will kick off its inaugural Get Gaming event. The flagship event will explore the ever-shifting landscapes of audiences, decoding the latest gamer behaviour trends, and mastering the art of conquering media platforms.

Daniel Lazarides, VP, central marketing, SEGA, said, “Due to our evolving business needs, we wanted to consolidate our media strategy, planning and buying under one agency partner. More than that, we wanted to ensure we are delivering innovative, creative and data-led marketing campaigns that are cohesive globally but resonate locally. Havas Entertainment’s rich heritage and distinctive expertise in blending innovative creativity and data-driven insight in the gaming space stood out.”

Ashley Bolt, managing partner at Havas Entertainment Gaming, commented, "SEGA's innovative energy, storied legacy, robust portfolio and global community of dedicated gamers captivated us from the beginning. Partnering with the keen insights and boundless creativity of Havas Entertainment, we are poised to elevate our collaboration, managing new markets with enthusiasm. Our aim is not only to influence the future of gaming media but to revolutionise it entirely. We look forward to crafting impactful cultural moments together."