With Sonic the Hedgehog reportedly set to make his way onto the silver screen, Sega Sammy boss Hajime Satomi has said that’s only the start for the entertainment as it looks to expand outside of the gaming market with new ventures including indoor theme parks.

As Sonic and Sega explore opportunities beyond the gaming world for new sources of revenue, Satomi revealed that a planned Sonic movie will be a hybrid of live-action and animation, with the company enhancing its focus on the world of entertainment.

“The Sega brand first became famous as an arcade machine and then with the home video game consoles,” said Satomi, speaking to The World Folio.

“Unfortunately, we eventually withdrew from the home video game console business. However, our name and brand is still out there because of the famous characters from people’s childhood.

“Going forward, Sega’s key word and main focus is entertainment and I would like us to be recognised for entertainment internationally in the future.”

Sega is not new to the attractions industry. The gaming giant had great success with its Sega World and Sega Park attractions in the 90s and early 2000s, however as the popularity of arcades dwindled, so did the indoor attractions. Additionally, the likes of Sonic have been leased out to companies for theme park rides, such as the Sonic Spinball coaster at Alton Towers.

Sega’s renewed global push will see the brand expand with new attractions part of that plan, according to Satomi.

“We must now focus on expanding into markets other than smartphones and online gaming – such as indoor theme parks in Asia,” he said, adding that aside from its traditional IPs, Sega owns the rights to several popular animated shows in Japan, such as Conan, Lupin III and Anpanman.

In addition to Sega’s plans for new indoor theme parks, fellow games giant Nintendo is also in on the act, announcing a partnership last year with Universal to develop new attractions. Attractions Management also understands that Sonic will be the theme of a high-profile virtual reality rollercoaster, due to be announced later this year.