Sega Sammy Holdings Inc.
Sega Sammy
Native name
Sega Samī Hōrudingusu kabushikigaisha
Company typePublic
TYO: 6460
ISINJP3419050004 Edit this on Wikidata
IndustryMass media
FoundedOctober 1, 2004; 19 years ago (2004-10-01)
HeadquartersSumitomo Fudosan Osaki Garden Tower, ,
Area served
Key people
RevenueIncrease ¥366.594 billion (2020)[1]
Increase ¥27.643 billion (2020)
Increase ¥25.296 billion (2020)
OwnerHajime Satomi (11.97%)
Number of employees
7,535[2] (2021)

Sega Sammy Holdings Inc.[a] (also known as the Sega Sammy Group or simply as Sega Sammy) is a Japanese global holding company and conglomerate formed from the merger of Sega and Sammy Corporation in 2004. Both companies are involved in the amusement industry (Sega with arcade and home video games, Sammy with pachinko machines).[3]

Corporate history

The Sega Sammy Holdings logo used from the incorporation of the company until 2018.


Main article: Sega § History

Sega was founded on June 3, 1960, by American businessman Martin Bromley. The company started to distribute slot machines to U.S. bases in Japan. During the 1960s, Service Games was renamed to Sega Enterprises Ltd. Sega Enterprises sold their first product, the electro-mechanical game called Periscope which became a worldwide hit. In 1969, Sega Enterprises was acquired by U.S. conglomerate Gulf and Western Industries (which also owned famed movie studio Paramount Pictures around this time). In 1983, Sega launched the Sega Computer Videogame SG-1000, the first 8-bit video game platform. In 1986, the CSK Group acquired Sega Enterprises through capital participation. Sega Europe Ltd. was established in Europe, and in 1985, Sega Enterprises Inc. was established in the United States. These regional subsidiaries served as a marketing base for amusement arcade machines.[4]

During 1985, Sega released Hang-On, the world's first force feedback game. Sega Enterprises was registered stock on over-the-counter (OTC) market. In 1988, Sega listed stock on the second section of Tokyo Stock Exchange. Within this year, Sega released the Sega Mega Drive/Genesis, a 16-bit home video game platform that solidified Sega's presence in the console market. During this year, Sega also launched the R-360, the world's first amusement arcade cabinet could rotate 360 degrees in all directions. In 1991, Sega released Sonic the Hedgehog as a competitor mascot to represent Sega against Nintendo's Mario, and with 15 million copies sold, Sonic the Hedgehog spawned multiple sequels over the years and became Sega's flagship franchise.[4]

In 1992, Sega released Virtua Racing in order to utilise polygonal 3D-graphics engines, and in 1993, Sega released Virtua Fighter, the world's first polygonal 3D fighting game. In 1994, Sega launched the Sega Saturn, a 32-bit home video game platform. In 1995, Sega launched Print Club Arcades in partnership with Atlus. In 1996, Sega released Sakura Wars, a Japan exclusive sim-based Strategy RPG that became a cultural phenomenon within Japan, spawning a multi-media franchise. In 1997, Sega attempted to merge with toy manufacturer Bandai with Sega as the surviving entity (which would be named Sega Bandai following the merger), but the deal eventually fell through. In 1998, Sega launched the Sega Dreamcast. In 2000, Sega Enterprises changed their name to Sega Corporation. During this year, Sega released Phantasy Star Online, the first networked role-playing game (RPG) for home video game platforms. In 2001, Sega discontinued the Dreamcast and withdrew from the console hardware industry to become a third-party video game developer and publisher.[4]

Sammy Corporation

Main article: Sammy Corporation § History

Sammy Corporation was founded on November 1, 1975, as Sammy Industry Co., Ltd. by Japanese business magnate, Hajime Satomi. It was formed from Satomi Corporation's manufacturing and marketing divisions for amusement arcade machines. In the 1980s, Sammy marketed and sold Pachislot machines, and in the 1990s, Sammy expanded their portfolio by marketing and selling Pachinko machines. These two business ventures have been the primary pillar of Sammy Corporations revenue. During 1997, Sammy Industry Co., Ltd. changed its name to Sammy Corporation. By 2000, Sammy Corporation was listed in the Tokyo Stock Exchange's 1st section, indicating it as a "large company".[5] Outside of Pachinko and Pachislot industry, Sammy Corporation was also involved in the video game industry as a publisher for fighting games such as the Guilty Gear series (developed by Arc System Works), The Rumble Fish series (developed by Dimps) and Survival Arts.

Later years

According to the first Sega Sammy Annual Report, the merger of the two companies happened due to the companies facing difficulties. According to chairman Hajime Satomi, Sega had been in the red for nearly 10 years[6] and lacked a clear financial base. Sammy, on the other hand, feared stagnation and overreliance of its highly profitable pachislot and pachinko machine business, and wanted to diversify its business in new fields, using Sega's broader range of involvement in different entertainment fields.[7]

Together, as the Sega Sammy group, the company has grown and acquired and founded multiple companies.[8]

Until 2015, the group was structured in four areas:[9]

For the better half of the first decade of the holding's existence it has sought the arcade machine sales of Sega and the pachinko sales of Sammy, as its biggest financial incentive. A shift happened in the 2010s, leading to the "Group Structure Reform" in 2015. Casinos, resorts and digital games became the biggest financial incentives. Arcade sales and packaged games from Sega has softened, while growth in pachinko sales is not anticipated.[10]

On December 22, 2010, Sega Sammy Holdings acquired the remaining outstanding shares of TMS Entertainment, thus making TMS Entertainment a wholly owned subsidiary of Sega Sammy Holdings.[11] In April 2017, Marza Animation Planet, Sega's CGI animation studio, was restructured into TMS Entertainment.[12]

On November 4, 2020, it was announced that Sega Sammy would sell 85.1% of Sega Entertainment, its arcade operating business, to Genda Inc., an amusement equipment rental business, due to the effects of the COVID-19 pandemic on its arcade and amusement facilities businesses. Sega will still be involved in the arcade machine manufacturing business.[13][14]

On January 29, 2021, Sega Sammy announced that it would restructure and split its corporate functions for their businesses which occurred at the beginning of the 2022 fiscal year.[15] That same year, it was announced that Sega Sammy would be a kit sponsor for J2 League club Tokyo Verdy, and their women's team, Nippon TV Tokyo Verdy Beleza, and also sponsored a Tokyo Classic match on September 26, 2021, between Verdy and crosstown rival FC Machida Zelvia.[16]

Sega Sammy Holdings announced in April that they have made a €706 million ($776 million USD) offer to acquire Rovio Entertainment.[17] Rovio rejected an earlier acquisition bid from Israeli mobile company Playtika for $800 million.[18] The deal closed on 17 August 2023, making the latter company a wholly owned subsidiary of Sega.[19]

In November 2023, Sega Sammy Creation announced that it would acquire sports betting company, GAN Limited, for the price of $1.97 per share pending regulatory approval.[20]

In January 2024, Sega Sammy announced that it would transfer the Amusement Machine business of Sega to Sega Toys, while also changing the name of Sega Toys to Sega Fave Corporation, which is scheduled to take effect during April of 2024.[21] In order for the company to focus more on its core businesses, the company's board has elected that it would sell Phoenix Segaia Resort to Fortress Investment Group on May 10 that same year pending regulatory approval.[22]

Business structure

Sega Sammy's business consists of three segments, which covers entertainment contents (including video games, animation and toys), pachinko & pachislot and casino & resort.

Entertainment contents business

The entertainment contents business provides a diverse range of entertainment from digital content to toys. These are the companies and subsidiaries affiliated with the Sega Sammy Group's entertainment contents business.[23]

Pachislot and Pachinko machine business

These are the companies and subsidiaries affiliated with Sega Sammy Group's pachislot and pachinko machine business.[24]

Gaming business

These are companies charged with operating the Sega Sammy Group's resorts and casinos, including the development and sale of casino machines.[25]

Other Group Companies

Related companies

Current affiliates

Former affiliates and/or subsidiaries

See also


  1. ^ Japanese: セガサミーホールディングス株式会社, Hepburn: Sega Samī Hōrudingusu kabushiki gaisha


  1. ^ "FLASH REPORT CONSOLIDATED FINANCIAL STATEMENTS [Japanese GAAP] Year Ended March 31, 2020" (PDF). Archived from the original (PDF) on July 20, 2020. Retrieved June 22, 2020.
  2. ^ INTEGRATED Report 2021 (PDF). Sega Sammy Holdings. January 11, 2022. Retrieved October 4, 2022.
  3. ^ "Sega Sammy Holdings Background - After Integration". Sega Sammy Holdings. Retrieved February 9, 2014.
  4. ^ a b c "History of SEGA SAMMY Group/SEGA before Business Integration". Sega Sammy Holdings Inc. Archived from the original on December 20, 2016. Retrieved December 11, 2016.
  5. ^ "History of SEGA SAMMY Group/Sammy before Business Integration". Sega Sammy Holdings Inc. Archived from the original on July 23, 2018. Retrieved December 11, 2016.
  6. ^ Hirohiko Niizumi (June 1, 2004). "Sammy reveals new logo, changes at Sega". GameSpot. Retrieved November 16, 2016.
  7. ^ "Annual Report 2005" (PDF). Sega Sammy Holdings Inc. September 5, 2005. Archived from the original (PDF) on March 4, 2016. Retrieved November 16, 2016.
  8. ^ "Sega Sammy Group - the FACTS" (PDF). Sega Sammy Co., Ltd. 2014.
  9. ^ "Earnings information". Sega Sammy Holdings. Archived from the original on June 1, 2016. Retrieved November 16, 2016.
  10. ^ "2014 Winter Sega Sammy Report" (PDF). Sega Sammy Holdings Inc. November 27, 2004. Retrieved November 16, 2016.
  11. ^ "Notice Concerning Exchange of Shares to Convert Sammy NetWorks Co., Ltd., SEGA TOYS CO., LTD. and TMS ENTERTAINMENT, LTD. into Wholly Owned Subsidiaries of SEGA SAMMY HOLDINGS INC" (PDF). Sega Sammy Holdings. August 27, 2010. Archived (PDF) from the original on October 12, 2013. Retrieved January 9, 2017.
  12. ^ "ABOUT". Marza Animation Planet. Archived from the original on December 22, 2017. Retrieved December 20, 2017.
  13. ^ "セガサミーホールディングス<6460>、アミューズメント施設運営子会社のセガエンタテイ - M&A Online - M&Aをもっと身近に。".
  14. ^ Valentine, Rebekah (November 4, 2020). "Sega Sammy sells arcade business Sega Entertainment to Genda Inc". Retrieved November 4, 2020.
  15. ^ "Notice regarding the Organizational Restructure of Our Group (company split and absorption-type merger)" (PDF). Sega Sammy Holdings. January 29, 2021. Retrieved May 27, 2024.
  16. ^ "Tokyo Verdy "SEGA SAMMY Group presents Tokyo Classic-From Tokyo to the World-" will be held at FC Machida Zelvia on 9/26 (Sun) - Japan NEWS". October 3, 2021. Archived from the original on October 3, 2021. Retrieved May 25, 2022.
  17. ^ Reid, Jenni (April 17, 2023). "Sega to acquire Angry Birds maker Rovio for $776 million". CNBC. Retrieved April 17, 2023.
  18. ^ Yang, George (April 15, 2023). "Sega is Reportedly Close to Acquiring Angry Birds Developer Rovio for $1 Billion". IGN. Retrieved April 16, 2023.
  19. ^ Scullion, Chris (August 18, 2023). "Sega has completed its acquisition of Rovio". Video Games Chronicle. Retrieved August 18, 2023.
  20. ^ "GAN Announces Definitive Agreement to be Acquired by SEGA SAMMY CREATION". Yahoo Finance. November 8, 2023. Retrieved November 8, 2023.
  21. ^ "Notice regarding the Organizational Restructure in the Entertainment Contents Business (Absorption-type Demerger between consolidated subsidiaries and change of trade name of subsidiary)|News Release|SEGA SAMMY HOLDINGS". Notice regarding the Organizational Restructure in the Entertainment Contents Business (Absorption-type Demerger between consolidated subsidiaries and change of trade name of subsidiary)|News Release|SEGA SAMMY HOLDINGS. Retrieved January 9, 2024.
  22. ^ Kageyama, Yuri (May 10, 2024). "Japanese game maker Sega Sammy sells resort to US fund". Associated Press.
  23. ^ "Entertainment Contents Business|Business Summary|SEGA SAMMY HOLDINGS". Sega Sammy Holdings Inc. December 1, 1994. Retrieved December 11, 2016.
  24. ^ "Pachislot and Pachinko Machines|Business Summary|SEGA SAMMY HOLDINGS". December 1, 1994. Retrieved December 11, 2016.
  25. ^
  26. ^ 4-traders (August 10, 1960). "Sanrio Company, Ltd. company : Shareholders, managers and business summary | Tokyo: 8136". 4-Traders. Retrieved August 13, 2015.((cite web)): CS1 maint: numeric names: authors list (link)