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Few companies in gaming carry more history than Sega. But in this special episode, the conversation isn't about the past — it's about what comes next.

In this extended cut, Xsolla President Chris Hewish sits down with Takaya Segawa, Sega’s Executive Vice President and Head of JA Studios 2nd Business Unit. The conversation is a rare look inside a company that has shaped the games industry for generations — and is now writing one of its most consequential chapters yet.

Sega's legacy speaks for itself. But what Segawa-san shares here is something less often discussed: the operational philosophy, the cultural conviction, and the business decisions that have allowed Sega to keep players engaged — in some cases, for over two decades — while building toward a more direct, data-driven relationship with a global audience.

From the development of SegaCon, Sega's emerging direct-to-consumer marketing platform, to a portfolio that spans Persona, Phantasy Star Online 2, Puyo Puyo Quest, and Project Sekai, Segawa-san walks through what it means to build for longevity in live services — and why the next frontier for Sega runs through esports, global commerce infrastructure, and a deeper connection with players worldwide.

We dive into:

• How Sega is approaching direct-to-consumer — and what's being built to support it
• What decades of live service titles reveal about Sega's long-term engagement philosophy
• What developers often get wrong about regional and cultural differences
• Why Japanese cultural identity can be a global asset, not a barrier
• How esports fits into Sega's broader growth strategy
• What it actually takes to operate direct-to-consumer at a global scale

This is a conversation that doesn't come along often — an honest, substantive dialogue with a leader who has been at the heart of one of gaming's most enduring companies.

Let's get into it.

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