Sega has recognized a mounting disparity between critical acclaim and sales figures for its major games. The company is investigating this issue, spurred by pressure from shareholders, and has identified several factors that may have influenced the disappointing launches of its recent titles.

In the last four reporting periods, Sega Sammy’s revenue has seen a decline, leading to significant scrutiny over its profitability. For the first half of FY2026, which concludes in March 2026, the company reported net sales of ¥201.1 billion (~$1.3 billion), reflecting a decrease of 5% when contrasted with the previous year. Furthermore, a 69.3% drop in operating income to ¥10.1 billion (~$64.6 million) has caused alarm among investors.

One potential reason for the lackluster sales is the rising consumer expectation for future definitive editions of games — a trend attributed to the practices of Atlus, a Sega subsidiary known for releasing enhanced versions of its titles. This anticipated expectation could be deterring customers from buying new releases at launch.

Sega also pointed to marketing missteps, expressing concern that their promotional strategies failed to effectively communicate the appeal of their games to potential buyers. An example cited was the marketing for Persona 3 Reload, which was criticized for not accurately representing the game’s appeal.

Additionally, despite facing lukewarm reviews, Football Manager 26 has experienced strong sales, surpassing previous entries in the franchise, showing that not all titles fall victim to these issues.