SEGA has said that despite strong reviews for its latest batch of video games this hasn’t translated to much better sales. The Japanese company says that it needs to nail its marketing and advertising to capitalise on the review scores and previews. The company went on to say that it feels its “lagging” in initiatives such as digital sales and data-driven marketing, which is something a company such as Capcom thrives on.
“While the development costs per title for our mainstay titles are lower compared to so-called AAA titles in the industry, we recognise that our strength lies in the relatively high acclaim we receive for quality.”
On the other hand, we also recognise that such high evaluations have yet to translate into a further increase in unit sales.
“While continuing to hone our development capabilities—the source of our strength—we believe there is still significant room for improvement and earnings upside in our ‘power to sell,’ namely our marketing and sales mechanisms. As explained earlier, we are currently undergoing reforms in this area to realize a scale-up in sales.”
