If you thought, just a few years ago, that SEGA had been buried with its Dreamcast, you were wrong (even if we didn't come far). The Japanese company enjoys a great deal of love among gamers, and the last few years have only confirmed this trend.

With the successful and well-received Sonic film trilogy, and the success of SEGA-branded games (such as the recent Sonic x Shadow Generations), the Japanese giant intends to build on the popularity of its franchises in all their forms.

Remakes in progress (Shinobi, Jet Set Radio, Crazy Taxi, Golden Axe, Streets of Rage, Virtua Fighter...), diversification of media with Sonic films, an OutRun film in the pipeline (signed Michael Bay / Transformers)... SEGA is determined to make a name for itself and reinvent itself by relying on genuine pop culture treasures.

On 1 May, the Japanese giant took a new step in its strategy by opening its first official shop in Shanghai, China. It's a shop where you can leave with your arms full of souvenirs, but also test out new products and enjoy immersive experiences. Much more than just a shop, this shop is intended to be a place where fans can meet and exchange ideas.

SEGA President Shuji Utsumi said: *I want to bring SEGA's charm to many people in Shanghai, where gaming culture is deeply rooted.

It remains to be seen whether the experience will be repeated in other cities around the world. Source : SEGA