Sega announced that it had established a new subsidiary in Singapore on October 13, 2022. Sega Singapore Pte. Ltd. will act as the company's representation in Southeast Asia as it undertakes marketing while intensifying its research of the region's market.

Sega Singapore is a wholly-owned subsidiary of the Japan-based corporation. By establishing an office in the hub of Southeast Asia, Sega aims to investigate the possibility of establishing more business operations to deliver entertainment content from Japan to the region.

Sega has been promoting and releasing its games in Southeast Asia long before it established an office in Singapore. Sega Asia, which also covers China and Korea, has handled regional releases of both internal titles like Persona and Like a Dragon as well as external cooperations, such as Aniplex's Demon Slayer -Kimetsu no Yaiba- The Hinokami Chronicles.

The company and its subsidiary Atlus have also set up their own Facebook pages dedicated to the Southeast Asian audience. However, it remains to be seen whether Sega would add localization support for the region's languages to its upcoming games.

Besides Sega and Atlus, Bandai Namco had also established a dedicated Southeast Asian office in Singapore after splitting its Asian branch in the 2010s. It spearheaded the English localization of franchises that were previously exclusive to Japan, such as Super Robot Wars. In recent months, Bandai Namco also confirmed Thai and Indonesian language supports for its newest upcoming titles, like One Piece Odyssey and Doraemon Story of Seasons: Friends of the Great Kingdom.

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