L.A. Live and Sega of America have announced a partnership between the two organizations to highlight the gaming and entertainment company in a city and venue known as one of the premier locations for entertainment.
“Partnering with Sega of America was a natural fit for us,” says Brenda Cruz, senior director of global partnerships out of home (OOH) at AEG. “While AEG/L.A. LIVE is renowned as the mecca of sports and entertainment, we’re also a hub for broader pop culture experiences, including gaming. Hosting events like The Game Awards at Peacock Theatre every December shows how we bring the gaming world together with high-impact activations and real-life fan engagement.”
L.A. Live is a 4 million-square-foot entertainment district next to Crypto.com Arena, Los Angeles Convention Center, the 7,100-seat Peacock Theater and several hotels, such as The Ritz-Carlton, Los Angeles, JW Marriott Los Angeles, Courtyard Los Angeles L.A. Live, Residence Inn Los Angeles L.A. Live and The Ritz-Carlton Residences, all of which share space in the 54-story headquarters tower.
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L.A. Live’s digital OOH network features 11 LED displays throughout the area, including the 40,000-square-foot open-air Peacock Place, pedestrian corridors and entry points leading into JW Marriott L.A. Live Hotel and Los Angeles Convention Center.
“Through this partnership, AEG aims to showcase L.A. LIVE as the ultimate platform for gaming IPs [intellectual property] to come to life,” says Cruz. “We want to help SEGA create immersive, real-world fan experiences that bring the excitement of their games off the screen and into the community—building meaningful engagement and connecting fans in unforgettable ways.”
SEGA seems to be increasing its physical footprint in California, having opened its headquarters in Irvine, nearly an hour south of Los Angeles, in 2022; this partnership further solidifies that footprint. “Sega provided the perfect opportunity to create a dynamic partnership that connects their IP to our diverse audience. This collaboration not only amplifies SEGA’s story but also reinforces L.A. LIVE as the ultimate destination where fans from all worlds—sports, music and gaming—come together to celebrate and engage,” Cruz says.
In Los Angeles, AEG has seen increased interest in gaming through brands hosting events at several of its venues, such as The Game Awards previously mentioned, as well as Anime Expo, Comic-Con and KPOP concerts. “While expanding in gaming wasn’t the initial goal, we’ve seen tremendous interest from gaming brands following key events,” says Cruz. “With gaming rapidly growing, AEG is excited to provide the ultimate fan engagement experiences, creating meaningful connections between fans and their favorite gaming worlds.”
There may be nothing more to announce from AEG just yet, but Cruz says the company is seeing significant interest from brands beyond Sega. “We anticipate that once this partnership launches in July, inquiries will only continue to grow, highlighting the excitement and opportunity across L.A. LIVE and AEG venues,” she says.
