Meet Sega Shiro, a new company mascot with an important connection to Segata. Maito Fujioka, the actor who plays Sega Shiro, is the real-life son of actor Hiroshi Fujioka, the man who portrayed ...

In March, Sega revealed a new mascot character in the lead up to the company’s 60th anniversary. Known as Sega Shiro, the handsome young high school student is — or rather appeared to be ...

The company is now celebrating its 60th anniversary and with it, a relaunch of the Sega website and a promise of new upcoming content, including the introduction of new Japanese mascot Sega Shiro.

Poor Alex got knocked out of his totally sweet job as Sega's go-to mascot when they decided to get all edgy and bring in that hedgehog thing. Since then, he's been in retirement, showing up only ...