Sonic the Hedgehog has long been synonymous with speed, nostalgia, and pure fun. But at Thailand Game Show 2024, Sega proved that Sonic is more than just a gaming icon—he’s a cultural phenomenon expanding beyond the console. With a booth dedicated to celebrating the blue blur and his friends, Sega showcased a lineup of games, mascots, and interactive activities that drew fans into the ever-growing Sonic universe. But Sonic wasn’t the only star at Sega’s booth; fans were treated to a variety of experiences, including the long-awaited Metaphor ReFantazio and a surprising twist in the Like a Dragon franchise.

A Booth Bursting with Sonic Energy

As soon as I stepped into Sega’s booth, it was clear that Sonic was the star of the show. Large, vibrant displays greeted attendees, immersing them in the world of fast-paced action, bright colours, and beloved characters. But what really stole the spotlight were the games—each offering a different taste of Sonic’s expanding universe.

First up, Sonic X Shadow Generations, a title that pairs up the franchise’s two most popular characters in an all-new adventure. The gameplay delivered a fantastic blend of speed and style, with Shadow bringing his darker, brooding energy to Sonic’s typically light-hearted world. It’s a mashup that fans have been waiting for, and from my short time with the game, it feels like a well-balanced mix of classic Sonic platforming with enough twists to keep players on their toes.

Then there was Sonic Rumble, a more casual yet frantic brawler that brought a playful side to the hedgehog’s universe. The game was all about fun chaos, with characters like Tails and Knuckles joining in for multiplayer mayhem. It’s clear that Sega is expanding Sonic’s reach, creating experiences that can be enjoyed not just by traditional gamers, but by anyone looking for some light-hearted fun.

Beyond Sonic: Sega’s Surprises

Of course, Sega’s offerings went beyond the blue hedgehog. Metaphor ReFantazio, Sega’s highly anticipated JRPG that just released last week, was also available to playtest. I’ll refrain from going into too much detail here, as our review is already out—readers interested in an in-depth breakdown of this fantasy adventure should check it out on our site.

Another standout was Like a Dragon: Pirate Yakuza in Hawaii, a fresh take on the long-running Like a Dragon (formerly Yakuza) series. The game transports players to the sunny shores of Hawaii, where they engage in everything from gritty street battles to pirate-like antics. This bold setting shift injects new energy into the series, while retaining the beloved elements of humour, action, and intricate storytelling that fans have come to expect from the franchise. It’s wild, wacky, and exactly what you’d want from a Like a Dragon game—expect plenty of brawls on the beach.

Sonic’s World Beyond Games

But Sonic’s presence wasn’t limited to the controller. The show’s stage activities highlighted just how much Sonic has become a symbol of nostalgia and excitement. Sega held quizzes that tested fans’ knowledge of the franchise, offered glimpses into upcoming Sonic-related releases, and even held a mini-ceremony to introduce five beloved mascots: Sonic, Amy, Knuckles, Tails, and Shadow. Seeing these characters come to life through costume mascots created an electric atmosphere that connected with fans young and old.

It’s moments like these that show how Sega is keeping Sonic relevant by continuously expanding his universe. Whether it’s through themed events like AirAsia’s Sonic-themed planes or these larger-than-life mascots, Sonic isn’t just a video game character anymore—he’s a cultural icon with a growing impact across multiple mediums.

Expanding Universes

At the heart of it all, Sega’s strategy seems clear: they’re not just making Sonic games; they’re building a universe. Whether through titles like Sonic X Shadow Generations, fun spin-offs like Sonic Rumble, or real-world crossovers like the themed aircraft, Sonic has transformed from being a simple platforming character into a franchise that spans industries. Sonic is a mascot for the high-energy, fun-driven experiences that Sega brings to fans across the globe.

Thailand Game Show 2024 made one thing clear—Sonic’s world is only getting bigger, and Sega’s commitment to growing this beloved franchise ensures that fans will continue to see Sonic in new and surprising ways. Whether you’re flying through the skies or battling it out in Sonic Rumble, Sonic’s universe is one that anyone can be a part of. And for fans of Metaphor ReFantazio and Like a Dragon, Sega has proven they’ve got something for everyone.

So whether you’re itching for a deep RPG, wild pirate adventures, or a high-speed dash with Sonic, Sega’s offerings at Thailand Game Show have ensured that the future of gaming is brighter—and faster—than ever.