Sega + Atlus Activation at Anime Expo

Building a World Fans Could Walk Into

At Anime Expo, showing up isn't enough. You have to earn attention in a sea of fandom, spectacle, and sensory overload.

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That was the opportunity with SEGA and ATLUS.

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Rather than create another booth filled with demos and displays, I pushed our team to think bigger. What if we built a world fans could actually step inside? Not just a showcase of games, but a place with its own energy, personality, and point of view.

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That thinking became Neo SEGA City — a Neo-Tokyo-inspired cultural district that brought SEGA and ATLUS together inside one connected, walkable experience.

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Across 4,000 square feet, we designed five distinct yet interconnected environments that turned retail, gameplay, entertainment, and social sharing into one continuous fan journey. Inspired by real Japanese urban culture, each space invited discovery, participation, and deeper fandom rather than passive browsing.

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Over four days and in the middle of more than 422,000 fan visits at Anime Expo 2026, Neo SEGA City gave SEGA and ATLUS something bigger than a booth.

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It gave them a destination.

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And just as importantly, it created a scalable live-experience framework designed to evolve with the brand well beyond a single event.