Core Insights - The Tokyo Game Show 2025 opened on September 25, showcasing popular game series that are set to be adapted into movies or animations, highlighting the increasing costs of game development and the need to enhance IP value through various channels [1][4]. Group 1: Industry Trends - The development costs for large-scale games are exceeding 10 billion yen, making it difficult to recover investments solely from the Japanese market [7]. - The Tokyo Game Show is evolving from a domestic exhibition to an international event, with a record 615 overseas companies participating this year [7]. - The Japanese gaming market has seen stagnation over the past five years, while the global gaming content market is projected to grow by 5% in 2024, reaching 31 trillion yen [4][7]. Group 2: Company Strategies - Sega has set up the largest exhibition area at the event, promoting its new game "Sonic Racing: Cross World," and plans to expand its IP through a "cross-media strategy" starting in April 2024 [3]. - The success of the "Super Mario Bros. Movie," which grossed over $1.33 billion globally, has prompted Japanese companies to adapt their major games into films [4][7]. - Konami's "Silent Hill f" is set to premiere in North America in January 2026, while Capcom's "Resident Evil: The Final Chapter" will be released in September 2026 [4].

Core Viewpoint - The article highlights Sega's strategic move to enhance its brand presence through the opening of its flagship store, "SEGA STORE TOKYO," in Shibuya, Japan, as part of its cross-media strategy to effectively utilize and promote its IPs [1][3]. Group 1 - Sega has opened its first flagship store in Japan, "SEGA STORE TOKYO," located on the 6th floor of Shibuya PARCO, following the establishment of "SEGA STORE SHANGHAI" in May 2025 [1][3]. - The store features a variety of merchandise related to popular game series such as "Sonic," "Yakuza," and "Persona," showcasing Sega's commitment to leveraging its IPs for sales [1][3]. - The store's highlight products include exclusive toys from the "Sonic" series, which are made using unique materials, emphasizing the creativity in product design [5].