Sega Sammy spins off Bakugan

Japanese publisher establishes new company to "maximize the IP value" of cross-media card-battling game; six-month revenues fall 23 percent to $1.7 billion.

Sega Sammy's finances have been hammered recently on a number of fronts, ranging from dwindling demand in the Japanese arcade market to currency valuations to the continued sputtering of its Sonic the Hedgehog franchise. One new property that could reverse the fortunes of the Japanese company is Bakugan, a cross-media franchise with ties to collectible card games, video games, toys, and animation.

Is that a Baku-ball he's holding?

As part of its six-month earnings report, Sega Sammy said that it has established a new company to oversee the Bakugan brand. The Japanese company said that the move will help "maximize the IP value of Bakugan" and went on to note that Bakugan LLP will "handle total production and merchandising as well as build a strong collaboration with the respective enterprises."

According to Sega Sammy's announcement, Bakugan LLP has been established with ¥1 billion ($11 million) in capital. SegaToys is the primary investor, with a 50 percent stake in the company. Animation company TMS Entertainment, as well as Sega Corp., Sammy Corp., and Sammy NetWorks, are also named as investors in Bakugan LLP.

The first installment in the Bakugan video game franchise debuted in North America for the Xbox 360, PlayStation 3, PlayStation 2, Wii, and DS in October and was published by Activision. Sega Sammy did not indicate whether it would be publishing future North American installments in the Bakugan video game franchise and had not responded to requests for comment as of press time.

Word of Bakugan LLP comes as Sega Sammy faces continued economic adversity. For the six-month period ended September 30, the Japanese company reported revenues of ¥154.4 billion ($1.7 billion), a 23 percent decline from a year ago. Sega Sammy did gain some ground in shoring up its losses, posting a net loss of ¥6.32 billion ($69.7 million), compared to a ¥9.55 billion ($105 million) shortfall during the same period a year ago.

Written By

Want the latest news about Bakugan Battle Brawlers?

Bakugan Battle Brawlers

Bakugan Battle Brawlers

Follow

Discussion

22 comments
LindBergh2007
LindBergh2007

force_user1975 Apparently, SEGASammy has been planning a HD console called Ring Edge since 2008 but it won't annouced until spring 2010 and will launch later next year. However, SEGA will unveil soon and sell an HD streaming device simluar to On-Live called either "SegaPlay" or "WIDE RING" which should begin test marketing worldwide early next spring.

X-Remnant
X-Remnant

Huh, I didn't know that sega was behind that.

Doolum
Doolum

hmmm!looks interesting.

LosDaddie
LosDaddie

May work if marketed properly

Darkman2007
Darkman2007

in all honesty ,Sega should try and focus on some of their franchises that died years ago due to neglect. All Sega really needs to do is remake or create a sequel to Comix Zone and I promise them it will sell.

aura_enchanted
aura_enchanted

medabots was killer back on the gba and the show was quality too ... for its bad roots in mediocrity anyway. however beyblades, yu gi oh, editen jump, the lsit goes on bakugan is simply another method of shoving half baked japanese animation down ppls throats in new and uninventive ways..

mAD_ADaption
mAD_ADaption

No. I've already caught 'em all once. I would rather play a new mediocre sonic game then catch 'em all again.

ChildOfGaming7
ChildOfGaming7

Bakugan? Pee-shaaw. I'm sticking with Beyblade...and Metabots!!!....But mostly Beyblade....AND METABOTS!!!!

Oxlt_1987
Oxlt_1987

I want the old Yu-Gi-Oh BACK !!

Trell148
Trell148

i would rather play yugioh than the crap they call bakugan

Darkmoone1
Darkmoone1

Honestly instead of chasing some stupid anime that got horrible after the first season, they should be fixing old IP's and polishing new ones. Also I want my gameplay of Needlemouse after Janurary, so I know I'm not chasing the fantasy that a Sonic will ever be good again.

VectrexFanBoy
VectrexFanBoy

@ force_user1975 i'm sorry but no sega's " dreamcast 2 " would be bad. the quality of games they make would be the same, if they can't make good games now i don't know what business they'd have doing a console honestly. though i love all of segas previous consoles it's just ... that.

Kleeyook
Kleeyook

PS, I asked for Konami, not Activision. Their card game sucks.

Kleeyook
Kleeyook

Plz! Bring Yu-Gi-Oh to PS3!!!!!!!!!!!!!!!!!!!!!!

TSNAKE617
TSNAKE617

Oh, "maximize IP value", we have a new term for "milk".

Realacide
Realacide

@force_user1975 SEGA doesnt have the money to be able to do that.

Chico_Azteca
Chico_Azteca

where were my Medabots games years ago also , lol wut

Gamelova08
Gamelova08

Lol...Baukagan...POKEMON however...now THAT'S a different story.

force_user1975
force_user1975

Sega needs to get back in the console market. Dreamcast 2!

mhder
mhder

"Sega Sammy said that it has established a new company to oversea the Bakugan brand. " ~ Might want to check your "oversea."