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While Sega has a storied legacy of classic games and IP, Mike Hayes, the president of Sega West, tells Gamasutra that the company "takes pains not to play on [its] heritage," saying its first priority is to stay "relevant for the NBA 2K18 MT modern gaming audience."He specifically called out the Sonic franchise, noting that when Sega stepped out of the hardware game to go third party, Sonic's audience began to split into two camps: the core fanbase of old, and younger players who
other expectations for the Cheap NBA 2K17 MT classic Sega mascot.Gamasutra sat down with Hayes earlier this year to discuss the company's product-focused approach to brand management, specifically looking at how the Sonic franchise has changed over the course of its 20-year history.Let's talk about Sega maintaining its brand over the years. There have been a whole lot of changes in the company's direction. How would you describe Sega's approach to managing its brand?Well, we
considered ourselves as a company that can quite comfortably have a whole variety of games. So I think what we've done as a company is try to be as agnostic as we possibly can, so that everything's focused on the brand, rather than the company itself.Definitely our focus is in the product. If people like the product and they recognize it as Sega, that's an absolute bonus. But what we don't want to do is just trade on the name Sega, because it's about products and the fun you get from
product rather than the name, and whatever people may think about that name. That's interesting to me because in the past, saying that something was a Sega game meant something specific. But it's interesting to  nba18mt hear how you're moving away from having a distinct "Sega flavor" for the games.Yeah, that's very important. We see ourselves as a software company, and take pains not to play on our heritage overly, unless there's a good nostalgic reason like a re-release of a

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