Table Of Contentamusements
company profile
SEGA AMUSEMENTS HISTORY
THE HISTORY OF SEGA
SEGA’s early history has many strands that have woven themselves into the fabric of the global corporation that we now recognise. It can be
traced back to an American company ‘Standard Games’ that was formed in 1940 to provide coin operated amusements to military bases in
Hawaii. In 1952, when the United States outlawed slot machines, the Japanese market was seen as an opportunity. Machines were purchased
from the government, and imported into Japan; the name of the company was changed to ‘Service Games’.
1965 saw the merger with another company and from the combination of the names SErvice GAmes and Rosen Enterprises, Sega
Enterprises was formed. In 1966 the first Sega amusement machine “Periscope” was manufactured to worldwide success.
The 1970’s saw the reinvention of the arcade industry and at the end of the decade the arrival of video. This sector, both for the arcade
industry and the home consumer market, was to become where Sega was most renowned and globally dominant. The last year of the
decade was when Hayao Nakayama’s company was absorbed into Sega and he became President and a long standing and important
figurehead steering the company for many years thereafter.
1940 // Standard Games founded Started business as Service Games // 1951
SEGA AMUSEMENTS HISTORY
During the mid-1980’s Sega became a totally Japanese based company with wholly owned subsidiaries of Sega
Europe and Sega Enterprises USA being formed. The first home console “SG-1000” was launched in 1983, followed
in 1988 by “The Mega Drive” starting a whole new era for the company.
The most significant event of the 1990’s was the birth on June 23rd 1991 of its now world famous mascot Sonic the Hedgehog, but it was also
a decade that launched “Joypolis” its Tokyo based indoor amusement entertainment centre that was the flagship of their domestic arcade
operation; these events were paralleled in the home market and saw the legendary consumer consoles of Sega Saturn and Dreamcast
launched.
Under new ownership in 2004 and with a new Chairman at the helm, Hajime Satomi, Sega Sammy Holdings Inc. was the latest incarnation
of the global brand - SEGA is one of the most active, creative, and productive developers the industry has ever known, it has shaped
generations and entered the lives of millions of people around the world and continues to do that to this day…
1964 // Started manufacturing amusement games Periscope released // 1966
SEGA AMUSEMENTS OUR BUSINESS
our mission....
amusements for all
and
entertainment for all
1983 // SG-1000 launched Hang On released // 1985
SEGA AMUSEMENTS OUR BUSINESS
WHAT WE DO
Sega’s interconnecting synergy
of all its individual business
areas is built around its core
value of Research & Development
and Innovation.
1985 // Sega Master System launched UFO Catcher released // 1985
SEGA AMUSEMENTS OUR BUSINESS
PART OF A GLOBAL CORPORATION
Sega Sammy Holdings Inc. employ
6,000 staff of which 2,600 work for Sega.
Sega Sammy Holdings Inc. is formed of 28 divisions in Japan and 25 more around the world.
Amusement sales represent typically 30% of all Sega group revenues, with the consumer division
accounting for 37%. The balance is a mixture of amusement operations, mobile business, use of
Sega’s branded IP and new emerging business areas. Sega Amusements account for 66% of all
non-domestic amusement sales.
Sega Amusements is a wholly owned subsidiary of Sega Sammy Holding Inc. of Japan
with offices in London, Cardiff and Chicago and is dedicated to the production,
development, supply and distribution of amusement product and merchandise, the
provision of Turnkey entertainment solutions and most importantly customer support
services.
Sega Amusements
1986 // Outrun released Sega Megadrive launched // 1988
SEGA AMUSEMENTS OUR BUSINESS
ORGANISATIONAL STRUCTURE
1989 // Super Monaco GP released Sega Game Gear launched // 1990
SEGA AMUSEMENTS OUR ACTIVITY
SALES TEAM
Amusement Machines // Merchandise // Spares // Consumables
We have sales teams based in Europe and America that are dedicated to the core areas of Amusement Machine Sales, Merchandise,
Spares and Consumables. These teams are built up from industry professionals with a tremendous amount of experience
with a mixed background of sales, operations, marketing, product development and production. They travel their territories
to penetrate the market with sales, develop new business opportunities and partners and discover new product and trends.
T R A D E Sega Amusements and their
partners exhibit and visit over 50
trade shows every year – from the
SHOWS
very small in emerging markets to
the largest international events.
1991 // R360 released Sonic the Hedgehog released // 1991
SEGA AMUSEMENTS OUR ACTIVITY
PRESS
Strong established links are held with all
major industry press and media titles. As
market leader Sega is regularly called on
for it opinion and market view. This allows
unprecedented access to the media
when needed to promote products and
news.
ONLINE
segaarcade.com is one of the most
heavily used websites in the industry,
giving an unrivalled level of information
on the entire Sega Amusement product
range and services. Such is its power as
a portal it is used by both those in our
territory and those outside as a definitive
reference tool.
1993 // Daytona USA released Virtua Fighter released // 1993
SEGA AMUSEMENTS DIVISIONS
AMUSEMENTS Sega Amusements is the market leader for the manufacture and distribution of coin operated
amusement equipment for all ages. The three main sources for product are....
SEGA JAPAN LOCALLY DEVELOPED PARTNER PRODUCTS
The Sega Japanese R&D teams are European based team set up to create more With its strong sales network and global reach
legendary in their field and have created localised and territory specific product and Sega has become the distributor for some
some of the best known titles the world to be able to react quickly to market trends of the world’s leading and most recognised
has seen from the very first physical and legislation. Working closely with the UK amusement suppliers. ICE, Pan Amusements,
experience video game “Hang On” to production facility the team has produced Triotech and Andamiro are amongst those
Daytona USA , Sega Rally and House world renowned titles including Grid, Ford who have partnered with Sega. Additionally
of the Dead. Racing and Bejeweled. working with smaller developers Sega has
built a reputation for finding the companies of
the future.
The combination of these three sources benefits Sega by having the complete product line up for any operation or leisure based
entertainment centre, and allows customers to come to Sega as a “one stop shop” for all requirements.
1994 // Sega Saturn launched House of the Dead released // 1996
Description:1940 // Standard Games founded traced back to an American company 'Standard Games' that was formed in 1940 to Hang On released // 1985.
