As video games continue to grow in popularity, other entertainment entities are continuing to seek ways to integrate gaming into their existing products and venues. In February, L.A. LIVE and SEGA of America announced a strategic partnership that will allow SEGA to be seen throughout the AEG’s owned 4-million-square-foot-sports and live entertainment district.
Located in downtown Los Angeles, L.A. LIVE is the city’s epicenter for entertainment and hosts Crypto.com Arena, Peacock Theater, and Peacock Place, the district’s 40,000-square-foot open-air plaza. Ryan Okum, Executive Vice President of Publishing, SEGA of America, explained in a press release how L.A. LIVE crosses all forms of entertainment, and SEGA is a perfect match with its audience.
“L.A. LIVE sits at the intersection of gaming, sports, and live entertainment in a way few destinations can,” said Okum. “This partnership allows us to place SEGA and its globally recognized IP at the center of moments that naturally command attention – where massive audiences are already gathering for globally recognized events.”
Along with hosting the Los Angeles Lakers, Kings, and the WNBA’s Sparks, L.A. Live’s Peacock Theater hosts The Game Awards, an annual awards show honoring achievements in the video game industry while showcasing the newest upcoming games. Brenda Cruz, Senior Director of Global Partnerships Out of Home at AEG, agrees with Okum and stated in an interview with GameDaily that SEGA will be able to be exposed to a wide variety of audiences that attend L.A. LIVE.
“And I feel like here at L.A. LIVE with all of the events that we have, we’re kind of just offering that platform for them to really just engage with all of the audience,” Cruz said.
Additionally, the partnership extends SEGA’s visibility to freeway-facing digital out-of-home assets surrounding L.A. LIVE, expanding the brand’s presence to audiences entering and moving through downtown Los Angeles. Integrated into L.A. LIVE’s broader out-of-home network, these placements extend SEGA’s visibility beyond on-site moments and event days.
Nick Baker, President and COO, AEG Global Partnerships, stated in the announcement that they look forward to promoting SEGA with their 11 large-format LED displays positioned throughout the venue.
“This partnership brings SEGA into the heart of our district during some of our most high-profile sports, gaming, and entertainment events, and we look forward to promoting the brand in ways that feel authentic and meaningful to the millions of fans we both serve,” Baker said.
In addition, L.A. LIVE’s website and social media channels will feature SEGA and will highlight the brand throughout the year.
Related: Virtua Fighter 5 R.E.V.O. World Stage Open Beta Now Live on Nintendo Switch 2
This story was originally published by GameDaily on Apr 1, 2026, where it first appeared in the News section. Add GameDaily as a Preferred Source by clicking here.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source www.yahoo.com ’
