Sega is reportedly creating theme park attractions with Sonic the Hedgehog at the fore. According to a report from Attractions Magazine, the project is being developed in partnership with Tokyo-based firm Katana Inc. and will span everything from standalone Sonic attractions to full-scale indoor theme parks across the U.S., Europe, Japan, and South America.
A Long Time Coming
While this news has fans buzzing, it’s not the first time Sega has hinted at ambitions beyond the console. As far back as 2016, Attractions Management reported that Sega Sammy Holdings was exploring indoor theme parks as part of a broader expansion into non-gaming ventures. For those unfamiliar, Sega Sammy is the parent company formed in 2004 when video game publisher Sega merged with Sammy Corporation, a major player in Japan’s pachinko and amusement hardware industries. The result was a sprawling entertainment conglomerate with interests in gaming, toys, and location-based attractions.
A screenshot from Sonic the Hedgehog – Paramount Plus
At the time, Sega Sammy CEO Hajime Satomi stated that branching out into theme park attractions and other real-world experiences was a key part of the company’s long-term strategy. He even hinted that Sonic’s emerging media presence, including early film plans, was just the beginning.
Fast forward to 2025, and that long-term strategy appears to be accelerating. Following the theatrical success of Sonic the Hedgehog 3, it seems that Sega is leaning into the franchise’s mainstream popularity to push forward on a more immersive level.
Not Sega’s First Rodeo
This wouldn’t be Sega’s first foray into experiential entertainment. As Polygon pointed out in its recent coverage, Sega previously ran a series of indoor amusement parks under the Joypolis brand, which blended arcade gaming with motion simulators, VR, and theatrical experiences. Though those parks now operate under CA Sega Joypolis Ltd., the legacy of interactive, tech-driven attractions clearly still informs Sega’s thinking.
What’s new this time is the scale and the exclusive focus on Sonic. While past parks incorporated a wide range of Sega properties, these new ventures appear to center entirely on the world of the Blue Blur and his extended cast of characters, including Tails, Knuckles, Amy, Shadow, Robotnik (Eggman), and more.
Sonic, Knuckles, and Tails from the Sonic The Hedgehog 3 Trailer – Paramount Pictures
From the early details shared by Attractions Magazine, it sounds like fans can expect obstacle-course-style attractions inspired by Sonic’s platforming gameplay, immersive “zone”-themed ride environments, and cutting-edge interactive features meant to mimic the franchise’s signature speed and energy.
A Global Strategy
Sega’s global ambitions aren’t subtle. As evident in the reports, the company sees these parks as a brand expansion strategy. The U.S. is first priority, with undisclosed locations already under discussion, but other key regions like Europe, Japan, and South America are also in the pipeline.
It’s a strategic move at a time when global entertainment companies are increasingly blurring the lines between media and physical experience. Nintendo’s collaboration with Universal Studios for Super Nintendo World proved that game franchises can translate into wildly successful park attractions. Sega’s new push suggests it’s ready to chase that same success—albeit with a very different style.
A screenshot from Sonic Frontiers (2022), Sonic Team
It’s hard not to compare Sega’s new ventures to what Nintendo has built. But the tone and pacing of Sonic offer a different experience. While Mario’s world lends itself to whimsy and exploration, Sonic is about speed, adrenaline, and kinetic chaos.
And while Sega doesn’t have the resources of Universal or Disney, it has something just as valuable: a mascot who’s never quite played by the rules and thrives in spaces that reward boldness.
Full Speed Ahead
As of now, Sega hasn’t confirmed opening dates or theme park locations, and no concept art or blueprints have been released. But given the caliber of the sources reporting this and the existing partnership with Katana Inc., it’s safe to say this isn’t just a blue-sky idea. Something is coming.
Sonic x Shadow Generations (2024), Sega
Whether the company starts small with touring attractions or dives into building anchor parks remains to be seen. But it’s apparent that Sega wants back into the spotlight, and it’s betting that a nostalgia-fueled, high-speed, Sonic-themed theme park experience is the way to do it. If executed well, it could be one of the most distinct entries in the gaming-to-theme-park pipeline yet.
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