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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 <\/a>and SEGA of America<\/a> announced a strategic partnership that will allow SEGA to be seen throughout the AEG\u2019s owned 4-million-square-foot-sports and live entertainment district.<\/p>\n Located in downtown Los Angeles, L.A. LIVE is the city\u2019s epicenter for entertainment and hosts Crypto.com Arena, Peacock Theater, and Peacock Place, the district\u2019s 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.<\/p>\n \u201cL.A. LIVE sits at the intersection of gaming, sports, and live entertainment in a way few destinations can,\u201d said Okum. \u201cThis partnership allows us to place SEGA and its globally recognized IP at the center of moments that naturally command attention \u2013 where massive audiences are already gathering for globally recognized events.\u201d<\/p>\n Along with hosting the Los Angeles Lakers, Kings, and the WNBA\u2019s Sparks, L.A. Live\u2019s 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.<\/p>\n \u201cAnd 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,\u201d Cruz said.<\/p>\n Additionally, the partnership extends SEGA\u2019s visibility to freeway-facing digital out-of-home assets surrounding L.A. LIVE, expanding the brand\u2019s presence to audiences entering and moving through downtown Los Angeles. Integrated into L.A. LIVE\u2019s broader out-of-home network, these placements extend SEGA\u2019s visibility beyond on-site moments and event days.<\/p>\n 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.<\/p>\n \u201cThis 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,\u201d Baker said.<\/p>\n In addition, L.A. LIVE\u2019s website and social media channels will feature SEGA and will highlight the brand throughout the year.<\/p>\n Related: Virtua Fighter 5 R.E.V.O. World Stage Open Beta Now Live on Nintendo Switch 2<\/a><\/strong><\/p>\n This story was originally published by GameDaily<\/a> on Apr 1, 2026, where it first appeared in the News<\/a> section. Add GameDaily as a Preferred Source by clicking here.<\/a><\/i><\/p>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source www.yahoo.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" 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\u2019s owned 4-million-square-foot-sports and live entertainment district. Located in […]<\/p>\n","protected":false},"author":2,"featured_media":2354801,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[457096,337115,457095,316118,457094,402535],"class_list":["post-2354800","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-brenda-cruz","tag-downtown-los-angeles","tag-l-a-live","tag-los-angeles-lakers","tag-sega-of-america","tag-strategic-partnership"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/04\/LA-LIVE-SEGA-Partnership-Aims-to-Blend-Gaming-With-Live.jpeg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2354800","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2354800"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2354800\/revisions"}],"predecessor-version":[{"id":2354802,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2354800\/revisions\/2354802"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2354801"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2354800"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2354800"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2354800"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}