Sega Throws Shade at Nintendo with Bold Sonic Racing: CrossWorlds Ad

Sega has launched a daring new marketing campaign for its upcoming kart racer, Sonic Racing: CrossWorlds, taking direct aim at Nintendo’s Mario Kart World, the flagship launch title for the Switch 2.

Positioned as the “Super Smash Bros. of kart racers,” Sonic Racing: CrossWorlds aims to be a massive crossover event, pulling in characters not only from Sega’s universe but from across gaming and pop culture. The confirmed roster already includes Joker from Persona 5 and Ichiban Kasuga from Like a Dragon, alongside iconic guests from Minecraft, Pac-Man, and even SpongeBob SquarePants.

Mario Kart World’s Success and Controversy

Nintendo’s Mario Kart World, which debuted earlier this summer as the Switch 2’s flagship title, offered players expansive, open-road exploration across a massive, biome-diverse map — a first for the series. While its $80 price point sparked controversy as the first title to reach that price tier, sales have been phenomenal. The game sold more than five million copies in June alone and earned a strong Metacritic score of 86, cementing its place as one of the most celebrated racing titles of the year.

Sega Rekindles the Classic Rivalry

With just over a week before launch, Sega released a cheeky 30-second ad for Sonic Racing: CrossWorlds that openly mocks Mario Kart World. Shared on social media with the tagline “Leave the open road behind and come race on our level,” the ad features blurred footage of what is clearly meant to be Mario Kart World before cutting to high-energy clips of CrossWorlds gameplay displayed on a monitor attached to a drag racing car. The commercial ends humorously, showing the blurred Mario Kart footage playing on a rundown RV — a not-so-subtle jab at Nintendo’s open-road concept.

Early Access Details and Fan Reactions

The rest of Sega’s tweet reminded fans that Early Unlock begins in one week for those who purchased the Digital Deluxe Edition. However, Nintendo Switch players won’t get early access, as Nintendo traditionally avoids offering three-day early unlock periods for games.

Fans have mixed feelings about Sega’s aggressive marketing. Many noted that this ad feels like a throwback to the legendary Mario vs. Sonic rivalry of the 1990s, despite the companies having enjoyed a more collaborative relationship in recent years through projects like Mario & Sonic at the Olympic Games and Sonic’s inclusion in Super Smash Bros.

Release Date and Outlook

Sonic Racing: CrossWorlds launches worldwide on September 25 for Xbox, PlayStation, PC, and Nintendo Switch, with a Switch 2 version coming in 2026. As a $70 cross-platform release, it will be fascinating to see whether Sega can convert Mario Kart players and challenge Nintendo’s kart-racing dominance this generation.