Sega Sammy Holdings Inc. is a global entertainment conglomerate formed in 2004 through the merger of Sega Corporation and Sammy Corporation. Headquartered in Tokyo, Japan, the company operates as a diversified provider of interactive entertainment, amusement equipment and gaming machines. Its business model spans content creation, hardware development and the operation of amusement venues, targeting both consumer and commercial markets worldwide.
Under the Sega brand, the company develops and publishes video games across consoles, PCs and mobile platforms, leveraging long-running franchises such as “Sonic the Hedgehog,” “Yakuza” and “Total War.” Beyond software publishing, Sega designs and manufactures arcade machines and operates amusement centers—most notably the Joypolis indoor theme parks in Japan and China—offering a blend of virtual reality attractions, interactive rides and family-friendly entertainment.
The Sammy segment specializes in the design, production and sale of pachinko and pachislot machines, which remain a core revenue driver within Japan’s gaming industry. Sammy invests heavily in research and development, seeking to integrate digital connectivity, innovative display technologies and player analytics into its machines. This segment also provides maintenance, parts distribution and logistical support for amusement hall operators across domestic and select overseas markets.
With operations spanning Asia, Europe and North America, Sega Sammy serves a broad spectrum of customers—from casual gamers and family audiences to specialty amusement operators. The company is led by President and Chief Executive Officer Yasuo Miyakawa, who oversees strategic initiatives in digital transformation, global expansion and the convergence of physical and virtual entertainment. Sega Sammy continues to pursue growth through new content franchises, technology partnerships and the enhancement of its global distribution network.
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