SEGA Partners with CP Group to Expand Entertainment Business in Asia

Studied expansion of global IP with framework set for future commercial development April 27, 2025 – CP Group, Thailand's leading business conglomerate, has announced a Memorandum of Understanding (MOU) with SEGA Corporation, the Japanese global gaming and entertainment leader, to explore entertainment business opportunities in Thailand and Southeast Asia, including assessing possibilities for future commercial development. The collaboration aims to combine the strengths of both organizations, with SEGA bringing world-class intellectual properties and long-accumulated content creation expertise, while CP Group contributes its diverse business ecosystem and strong regional network. Together, they will develop and present new forms of entertainment experiences tailored to Thai and Southeast Asian consumers. Under the MOU, both parties will conduct phased cooperation, initially focusing on exploring commercial development possibilities from SEGA's world-class intellectual properties such as Sonic the Hedgehog and Angry Birds, while establishing a collaboration structure to support sustainable long-term growth. This will connect content potential with CP Group's comprehensive business ecosystem spanning over 20 countries across multiple industries including food, agriculture, retail, telecommunications, and integrated media networks. In terms of consumer reach, CP Group has strong media platform capabilities, particularly TrueVisions, which plays a crucial role in presenting world-class content and animation to Thai audiences through both pay-TV and OTT platforms, serving as a key mechanism for expanding IP into broader entertainment experiences. Additionally, both organizations will jointly explore opportunities to develop new intellectual properties for the Asian region, expand business through licensing and distribution networks, and potentially extend collaboration to markets beyond Thailand in the future. Haruki Satomi, Chairman and Chief Executive Officer of SEGA Corporation, stated: "We are very pleased to have reached this cooperation agreement with CP Group, which has strong business foundations in Thailand and Asia. This collaboration will accelerate the expansion of SEGA's IP globally and create new forms of entertainment experiences for the Asian region and ultimately audiences worldwide." Supakij Chiaravanont, Chairman of CP Group, said: "We are delighted to have reached this framework with SEGA, an organization that continuously creates world-renowned intellectual properties. This cooperation will provide an opportunity for both parties to combine strengths to develop new IPs and bring Asian region's culture and values to the world's attention." Long-term plans include expanding cooperation across multiple dimensions to support market growth in Thailand, Southeast Asia, and globally through CP Group's business networks and media distribution platforms, particularly TrueVisions, which plays an important role in presenting world-class animation content and aims to become a hub for Japanese content fan communities in Southeast Asia.