Why is there judo wear here…" according to DualShockers. A Saturn-related announcement with Segata Sanshiro is clearly coming soon, so it's very likely that a Sega Saturn Mini is on the way.

You might remember Sony’s PlayStation executive Kevin Butler, but Sega’s Saturn spokesperson Segata Sanshiro predated Butler by several years.

Sega introduces its 60th anniversary ambassador Sega Shiro, portrayed by Segata Sanshiro actor Hiroshi Fujioka's eldest son.

Segata Sanshiro - played by Kamen Rider star Hiroshi Fujioka - was a fictional spokesperson for Sega during the Saturn era whose catchphrase was "You Must Play Sega Saturn" and even appeared in ...

Sega Shiro finds trouble when a villain appears with plans to bankrupt Sega. Can he follow his father Segata Sanshiro's footsteps?

A Sega 60th anniversary website has gone live, alongside a Segata Sanshiro-related tease for next week on March 25h.

The much loved Sega mascot Segata Sanshiro will be added to the upcoming 3DS game Project X Zone 2.

In the late 90's Sanshiro was concocted by Sega to help sell the Sega Saturn. And there's never been a more entertaining ad mascot for a video game company.

If you were around when the Sega Saturn was a thing, then you will likely remember the mascot Segata Sanshiro beating up kids and party goers as a means to make them play the console. Well, now ...

Sega launches 60th anniversary website, Segata Sanshiro-related announcement teased for March 25 Sega Saturn judo fighter mascot staging a return?

Segata (played byHiroshi Fujioka) was a fictional character used to promote the Saturn between 1997 and 1998. Sanshiro itself is a contraction of 'Satan shiro', which means 'you must play Saturn'.