Sega leans into speed and renewal with Sonic Racing: CrossWorlds as rivalry with Nintendo cools

Sega is signaling a shift in how it positions Sonic the Hedgehog in a market long defined by live-service titles and cross-platform play. In interviews ahead of the release of Sonic Racing: CrossWorlds, Sonic Team head Takashi Iizuka said the team is not aiming to target any specific rival. He noted there are many racing games on the market and declined to name any particular competitor, even as Sega leans into an ad campaign for CrossWorlds that nods to the classic 1990s rivalry with Nintendo. The campaign echoes a slogan once used to challenge Nintendo, but industry observers say the current relationship between the two Japanese giants has softened, with Sonic games appearing on Nintendo hardware and characters crossing into each other’s titles. CrossWorlds itself is designed as a cross-platform racer available on multiple consoles and PC, and Sega is counting on ongoing updates to keep players engaged over time.

CrossWorlds is built to resemble a modern kart-racer, with a rotating cast of characters and a live-service model that includes a season pass for extra content. The game will roll out across Nintendo platforms, Sony consoles, Microsoft systems, and PC, with a plan to refresh the game monthly to keep it entertaining for returning players. The intention, according to Iizuka, is to keep the title lively and fun rather than simply releasing a new iteration every year, a shift that aligns with broader industry trends toward longer development cycles and ongoing content drops.

Industry observers say Sega’s strategy appears to be more about playful competition than signaling a direct feud. Chris Dring, editor-in-chief of The Games Business, says Sega seems to be “having some fun” while acknowledging that its latest release will likely perform best on Nintendo Switch due to the platform’s existing audience for racing games. He notes that CrossWorlds could benefit from the continued popularity of Mario Kart, effectively leveraging a familiar formula while offering something new for Sonic fans. The analysis suggests the Sonic versus Mario conversation helps Sonic reach a broader audience without forcing a confrontation with Nintendo.

The broader challenge for long-running franchises is sustaining interest as players migrate toward live-service experiences such as Fortnite, Roblox, and Call of Duty, which continually offer new content rather than a single release. Sega has already experimented with cross-pollination through Sonic content in Roblox, a move many see as a gateway for new players to try out CrossWorlds or other Sonic titles. The goal, industry pundits say, is to introduce Sonic to players who may later explore a full-priced, traditional Sonic game or a new online offering.

Sega’s stance on remakes and remasters is another focal point for fans. Iizuka emphasized that the company is not prioritizing remakes of Sonic Adventure or other early 3D entries. He argued that new technology now enables richer, more complex worlds, and that the team would rather invest time in creating brand-new experiences than reworking titles that many players have already experienced. Still, he left room for outsourcing if needed, noting that the studio could work with outside talent to honor parts of Sega’s back catalog if it serves the company’s broader strategy. The move sits within a larger pattern of Sega reviving dormant franchises, including arcade racer Crazy Taxi, the hack-and-slash Golden Axe, and Jet Set Radio, with Shinobi: Art of Vengeance singled out as a notable recent revival that earned critics’ attention on year-end shortlists.

The first revival project, Shinobi: Art of Vengeance, drew praise for reinvigorating a classic property, signaling that Sega can balance nostalgia with new design sensibilities. Yet industry observers and fans alike note that Sonic’s flagship status makes it risky to rely too heavily on remakes. Chris Dring argued that while outsourcing could help if the internal team cannot accommodate a remake, Sega would likely prefer to avoid being perceived as a retro company. The overarching message from Sega, according to Dring and other analysts, is a careful balance: keep the door open to remasters when it makes sense, but maintain a steady flow of new experiences to demonstrate that Sega remains forward-looking.

The conversation around CrossWorlds fits into a broader industry pattern that sees publishers moving away from a single, annual release cadence toward ongoing development cycles with seasonal content. The idea is to sustain momentum and maintain a long-tail of engagement after a high-profile launch. The approach also mirrors how platforms and publishers are increasingly leveraging cross-promotions and live-service structures to broaden a franchise’s reach, whether through collaborations, tie-in media, or user-generated content ecosystems.

Sega has signaled it intends to maintain a balanced portfolio: contemporary racing experiences like CrossWorlds, ongoing updates for existing titles, and selective remakes or reimaginings when they align with technical capabilities and modern player expectations. In the company’s view, the strategy is about ensuring Sonic stays at the forefront of a changing industry rather than simply resting on nostalgia. With the broader revival of classic franchises and new experimentation across platforms, Sega appears committed to keeping its beloved mascot relevant for both longtime fans and new players in a rapidly evolving entertainment landscape.