Sega Sammy Holdings

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Sega Sammy Holdings Inc.
Native name
Kabushikigaisha Sega Samī Hōrudingusu
Kabushiki gaisha
Traded asTYO: 6460
IndustryMass media
FoundedOctober 1, 2004; 14 years ago (2004-10-01)
HeadquartersSumitomo Fudosan Osaki Garden Tower,
Nishi-Shinagawa, Shinagawa-ku, Tokyo
Key people
RevenueDecrease ¥323,664 million (2018)[1]
Decrease ¥17,720 million (2018)
Decrease ¥8,930 million (2018)
Number of employees
6,500 (FY 2018)

Sega Sammy Holdings Inc. (株式会社セガサミーホールディングス, Kabushiki Gaisha Sega Samī Hōrudingusu, TYO: 6460) is a Japanese consolidated holding company & conglomerate formed from the merger of Sega and Sammy in 2004. Both companies are involved in the amusement industry (Sega with arcade and video games, Sammy with pachinko machines).[2][3]

Corporate history[edit]

The Sega Sammy logo used during the incorporation of the company.


Sega was established in Japan in 1951 under the name Service Games when Richard Stewart and Ray LeMaire went to Tokyo under Martin Bromley's request to gain a new distributor for the company; the company started to distribute coin-operated 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 & Western Industries Inc. 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; the Virtua Fighter series resulted in various world records including "First Polygon Based Fighting Game", "First 3D Fighting Game", and "First Fighting Game for a 32-bit Console". 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 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[edit]

Sammy Corporation was founded in 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.


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 divesify 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] the former Sega Sammy logo was a design based on the letter “S,” the initial letter of both companies’ names. The synergy generated by the integration of the two companies are represented by a combination of blue and green, which are the companies’ corporate colors. Furthermore, in the logo, a curved line that suggests the horizon linking the words Sega and Sammy symbolizes the companies’ collaboration, and the Sega Sammy Group's determination to develop globally.[9]

Until 2015, the group was structured in four areas.[10]

  • The "Consumer Business", which contained video games, toys and animation.
  • The "Amusement Machine Business" which contained Sega's arcade business.
  • The "Amusement Center Business" which contained Sega's amusement centers and theme parks.
  • The "Pachislot and Pachinko Business" is the Sammy Corporation and is the main pillar of the group's revenue.

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 are now the biggest financial incentives. Arcade sales and packaged games from Sega has softened, while growth in pachinko sales is not anticipated.[11]

Today, the group is structured around the entertainment, resort and pachinko/pachislot industries. With the exception of Sega's theme park business (Sega Live Creation), the consumer, amusement machine and amusement center businesses are in the entertainment sector of the group, led by Sega.[12]

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.[13] In April 2017, Marza Animation Planet, Sega's re-branded CG production division was restructured into TMS Entertainment.[14]



2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Pachislot and Pachinko Machines

millions of yen

280,109 265,631 211,539 145,582 161,691 160,376 212,060 212,189 142,281 181,834 149,122
Amusement Machine Sales

millions of yen

72,416 71,512 75,454 71,061 61,926 45,117 47,237 49,929 39,134 38,604 45,480
Amusement Center Operations

millions of yen

77,847 106,245 103,850 91,226 71,310 54,788 45,695 44,608 42,707 43,216 41,432
Consumer Business

millions of yen

74,266 106,245 119,593 141,790 131,361 121,575 88,896 85,688 83,874 99,841 111,757

millions of yen

25,007 19,497 17,800 9,315 2,904 2,821 2,843 3,087 13,409 14,513 13,677

Operation income[15]

2005 2006









Pachislot and Pachinko Machines

millions of yen

103,930 99,847 71,102 8,443 14,528 29,502 64,284 71,040 23,534 45,292 25,796
Amusement Machine Sales

millions of yen

7,423 12,176 11,682 7,152 6,890 7,094 7,317 7,415 1,902 -1,264 -2,356
Amusement Center Operations

millions of yen

5,472 9,244 132 -9,807 -7,520 -1,338 342 355 1,194 60 -946
Consumer Business

millions of yen

-8,809 9,244 1,748 -5,989 -941 6,332 1,969 -15,182 -732 2,089 4033

millions of yen

-541 -1,712 -1,345 -74 353 336 -10 234 -484 -1,200 -2908


Pachislot and Pachinko machine business[edit]

These are the companies and subsidiaries affiliated with Sega Sammy Group's pachislot and pachinko machine business.[16]

Entertainment contents business[edit]

The entertainment contents business provides a diverse range of entertainment from digital content to toys; these are the companies and subsidiaries affiliated with Sega Sammy Group's entertainment contents business.[17]

Resort business[edit]

  • Resorts
    • Sega Sammy BUSAN INC.
    • Sega Sammy Golf Entertainment Inc.


  • Call Center Outsourcing, Human Resources, Temporary Staffing, and other Business holdings
    • Japan Multimedia Services Corporation
    • HONEST Co.,LTD.
    • InfiniTalk Co.,Ltd.
    • patina Co., Ltd.
  • Development of Stage and Performance programs
    • D×L CREATION Co., Ltd.

Related companies[edit]

Current affiliates[edit]

Former affiliates[edit]

See also[edit]


  1. ^ "Consolidated Financial Statements" (PDF). Retrieved March 31, 2018.
  2. ^ "Overview of the SEGA SAMMY Group". Sega Sammy Holdings. 2016. Retrieved February 14, 2017.
  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 Group|SEGA SAMMY HOLDINGS". Retrieved December 11, 2016.
  5. ^ "History of SEGA SAMMY Group/Sammy before Business Integration|SEGA SAMMY Group|SEGA SAMMY HOLDINGS". 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. Retrieved November 16, 2016.
  8. ^ "Sega Sammy Group - the FACTS" (PDF). Sega Sammy Co., Ltd. 2014. Cite uses deprecated parameter |deadurl= (help)
  9. ^ "Sega Corporation Annual Report 2004". Sega Sammy Holdings. March 31, 2004. Retrieved January 10, 2017.
  10. ^ "Earnings information". Sega Sammy Holdings. Retrieved November 16, 2016.
  11. ^ "2014 Winter Sega Sammy Report" (PDF). Sega Sammy Holdings Inc. November 27, 2004. Retrieved November 16, 2016.
  12. ^ "FY Ended March 2015 Full Year Results Presentation" (PDF). Sega Sammy Holdings Inc. May 12, 2015. Retrieved November 16, 2016.
  13. ^ "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. Cite uses deprecated parameter |dead-url= (help)
  14. ^ "ABOUT". Marza Animation Planet. Archived from the original on December 22, 2017. Retrieved December 20, 2017. Cite uses deprecated parameter |dead-url= (help)
  15. ^ a b "Balance sheets information|Financial Information|Investor Relations|SEGA SAMMY HOLDINGS". Retrieved February 4, 2015.
  16. ^ "Pachislot and Pachinko Machines|Business Summary|SEGA SAMMY HOLDINGS". December 1, 1994. Retrieved December 11, 2016.
  17. ^ "Entertainment Contents Business|Business Summary|SEGA SAMMY HOLDINGS". December 1, 1994. Retrieved December 11, 2016.
  18. ^ 4-traders (August 10, 1960). "Sanrio Company, Ltd. company : Shareholders, managers and business summary | Tokyo: 8136". 4-Traders. Retrieved August 13, 2015.

External links[edit]