The Japanese company Sakami recently announced its plan to expand its cross-media strategy to make its game series a multi-platform entertainment brand that covers games, films, commodities and underline experiences. Mobile and real-time service games are key components of the strategy. The series of derived strategy games, The Lady ‘ s Anecdot 5: The Shadow of the Night, came online at the global mobile end and the PC platform in June 2025, with a cumulative download of over 23.5 million.
While taking advantage of its ability to develop, Sega indicated that it planned to further strengthen its global “play as service” product portfolio by supporting future mobile-end games with the marketing influence of its subsidiary, Rovio Entertainment (the angry bird developer). The strategy aims to increase the number of contact points for each series of consumers, while creating additional sources of income and feeding future game development. Sornik remains a central example of this strategy. The success of the 2024 Sornik 3 film has re-energized the market interest in the series, boosting old sales and increasing authorized income. The company revealed that the momentum of film and commodity activities has helped to increase its authorization fee from €57 billion (approximately US$ 35.8 million) to €13.3 billion (approximately US$ 83.5 million) for fiscal year up to March 2022.
In addition, Sega has applied the model to other series under the banner, including Dragons and The Anecdotals, with projects covering new distributions and television and film adaptations. Looking to the future, He expressed the intention to move his cross-media approach to “the next level”, maximizing the long-term value of his IP portfolio by combining digital distribution, global synchronized distribution and AI-driven development.
