company profile

amusements

SEGA AMUSEMENTS

1940 // Standard Games founded Started business as Service Games // 1951

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.

THE HISTORY OF SEGA

HISTORY

SEGA AMUSEMENTS

1964 // Started manufacturing amusement games Periscope released // 1966

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…

HISTORY

SEGA AMUSEMENTS

1983 // SG-1000 launched Hang On released // 1985

amusements for all

entertainment for all

our mission....

and

OUR BUSINESS

SEGA AMUSEMENTS

1985 // Sega Master System launched UFO Catcher released // 1985

OUR BUSINESS

Sega’s interconnecting synergy of all its individual business areas is built around its core value of Research & Development and Innovation.

WHAT WE DO

SEGA AMUSEMENTS

1986 // Outrun released Sega Megadrive launched // 1988

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.

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 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.

OUR BUSINESS

Sega Amusements

PART OF A GLOBAL CORPORATION

ORGANISATIONAL STRUCTURE

SEGA AMUSEMENTS OUR BUSINESS

1989 // Super Monaco GP released Sega Game Gear launched // 1990

SEGA AMUSEMENTS

1991 // R360 released Sonic the Hedgehog released // 1991

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 bui l t up f rom industry professionals wi th a t remendous amount of exper ience wi th a mixed background of sales, operat ions, market ing, product development and product ion. They t ravel thei r ter r i tor ies to penetrate the market wi th sales, develop new business oppor tuni t ies and par tners and discover new product and t rends.

Sega Amusemen ts and t he i r pa r t ne rs exh ib i t and v i s i t ove r 50 t rade shows eve ry yea r – f r om t he ve ry sma l l i n emerg ing marke t s t o t he la rges t i n t e rna t i ona l even t s .

SALES TEAM

TRADESHOWS

Amusement Machines / / Merchandise / / Spares / / Consumables

OUR ACTIVITY

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.

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.

PRESS

ONLINE

SEGA AMUSEMENTS

1993 // Daytona USA released Virtua Fighter released // 1993

OUR ACTIVITY

AMUSEMENTS

SEGA AMUSEMENTS

1994 // Sega Saturn launched House of the Dead released // 1996

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....

The Sega Japanese R&D teams are legendary in their field and have created some of the best known tit les the world has seen from the very first physical experience video game “Hang On” to Daytona USA , Sega Rally and House of the Dead.

European based team set up to create more localised and territory specific product and to be able to react quickly to market trends and legislation. Working closely with the UK production facility the team has produced world renowned titles including Grid, Ford Racing and Bejeweled.

With its strong sales network and global reach Sega has become the distributor for some of the world’s leading and most recognised amusement suppliers. ICE, Pan Amusements, Triotech and Andamiro are amongst those who have partnered with Sega. Additionally 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.

SEGA JAPAN PARTNER PRODUCTSLOCALLY DEVELOPED

DIVISIONS

SEGA AMUSEMENTS

1996 // Open Joypolis in Tokyo Opened Sega World in London // 1997

MERCHANDISEThe success story began in 2009 when “Hello Kitty” was first successfully tendered for, and ever since has enjoyed tremendous sales through the experienced distributor network developed through the UK, EMEA and CIS.

In-house designed Victoria Cupcakes soon followed and became a smash hit across Europe the following year. In 2011 there were 10 new product lines launched and elevated Sega Prize in to a trend setter in merchandise world.

But it’s not just plush that takes the glory, with the Tokio range of electronic goods now established in the amusement channel Sega Prize is a major player in the amusement and retail sectors.

With the ability to design internally from concept to creation, meet licensors demand for quality and accuracy, bespoke designs for clients, manufacture and finally distribute with trusted established partners across the EMEA region Sega Prize offer their customers a diversity of product that appeals to all demographics

Sega Prize is the dedicated division of Sega Amusements that develops and manufactures both licenced and in-house design merchandise.

DIVISIONS

SEGA AMUSEMENTS

1998 // Dreamcast launched Sega Sammy Holdings Inc. formed // 2004

AMUSEMENT CENTRES & OPERATIONSA core part of Sega has always been its amusement operations. With the strength of the Sega brand and Sonic IP behind them they have always been massively attractive to the family market – from the local arcades in towns across Japan to the branded flagship family

entertainment centres in major world cities.

// Sega Stadium // Sega Arena // Sega Active Zone @ Bowlplex

// Abeno // Love & Berry Stores// XD Theatre @ Bluewater

DIVISIONS

SEGA AMUSEMENTS

2006 // Ford Racing released Open Sega Republic in Dubai // 2008

Not only are these great brand ambassadors they help Sega educate the market how to operate more professionally and generate greater profits.

// Okayama // Sega Republic // Club Sega

// Tokyo Joypolis // Brooklyn Bowl// Bee Bar

DIVISIONS

SEGA AMUSEMENTS

2010 // Open XD Theatre at Bluewater Sonic Sports range created // 2010

TURNKEY SOLUTIONSWith its experience from around the world Sega is in the perfect position to work with clients and investors to take ideas and dreams into fully operational businesses. We offer…

// A conceptual design for any themed Amusement Entertainment project

// Design philosophy, project plan, mood boards and AutoCAD plans

// Supply of amusement games, attractions and rides for all ages, genders and cultures.

// Management systems, operational policies and manuals, human resource plans and launch strategy.

// On-going support to maximise future profit and growth

DIVISIONS

SEGA AMUSEMENTS

2011 // Opened Sega Active Zone Bejeweled released // 2012

SUPPORTThe supply of product to customers is only the start of Sega’s relationship with them – Sega Total Solutions is the division dedicated to looking after the customer from there on.

// Technical Support – fully trained experts in Sega and our partners products pride themselves in offering the best technical help possible at the end of a phone.

// Repairs – the in-house repair centre can deal with the Sega product range quickly and economically to minimise downtime for operators. Sega pride themselves on always using dedicated manufacturer parts.

// Spares– supporting the entire Sega range from the very early days to present day.

// Consumables – Redemption tickets, player cards, photo booth paper & ink and every possible other extra needed to run an amusement operation is supported.

DIVISIONS

The combination of these four support areas equate to total confidence for the customer.

SEGA AMUSEMENTS CONTACTS

Sega Amusements // 42 Barwell Business ParkLeatherhead Road // Chessington // Surrey

KY9 2NY // United Kingdom

T +44 (0)208 391 8090 // F +44 (0)208 391 8099sales@segaarcade.com

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