There is a certain style to which SEGA games all seem to have in common that gives people the idea of SEGA DNA. The thing that most people don't realize is that it can apply to almost any game SEGA releases.
The main theme, for me, behind their games is that SEGA has the balls to go where other devs won't tread, whether it be underused ideas or just doing really stupid ideas.
Rise of Nightmares came out on a peripheral no one wanted to use, and those that did use it, didn't realize it to its full potential. SEGA turned into a full-blown action game with actually fairly decent results. MadWorld and House of the Dead: Overkill came out at a time when video games were starting to get more conservative, and they both went against the grain by being ultra-violent and ultra crude, both on the "kiddie" system. Football Manager has the balls to be as successful as it is, and that's all I'm gonna say on that. Even with Halo Wars, Creative Assembly tried to do RTS on a console, something only attempted during the early years of the genre, and done so poorly it was never tried again. And somehow, in my opinion, they succeeded in making a good game out of a concept where the odds were stacked against them.
And these are all newer output, from like 2007 onward. Their older stuff was just as batshit insane, Space Channel 5 is a 60's style space opera musical featuring Michael Jackson. Who else besides SEGA would even dare to make something like that? Panzer Dragoon is about dragons breathing lasers because why the fuck not?
That's the SEGA way, doing things no one else would do, and it's something they still do today. And it's not a question of who among SEGA's stable is doing it, because they all are, in their own ways. Questioning whether game A does it as much as game B is irrelevant.