About Works

SEGA's renewed globally unified unique visual identity "Amazing SEGA" represents gamers' "wow" moments through sounds and images. What grabbed our attention was the part of gamers' bodies that always reacts first when they are moved and excited: the eyes. Eye muscles are the most active muscle group in our body. We used a special device to record the vital reaction of a gamer's eye so that we captured the moment the gamer reacted most while playing a game. That moment, the player's "wow" experience, was used as SEGA's new visual identity, the first of its kind in the world.