Sega Amusements Europe Ltd. develops and distributes coin operated amusement games, novelty games, kid’s products, simulators and attractions for Europe; USA and the Middle East. Sega products are played by millions of people all over the globe every day and its history reflects the constant change in consumer appetites. Sega Amusements Europe Ltd. is committed to develop its business in new and undiscovered areas whilst providing the best customer service and technical support.

1. amusements
company profile

2. SEGA AMUSEMENTS
THE HISTORY OF SEGA
HISTORY
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

3. SEGA AMUSEMENTS
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.
HISTORY
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

4. SEGA AMUSEMENTS
our mission....
amusements for all
and
entertainment for all
OUR BUSINESS
1983 // SG-1000 launched Hang On released // 1985

5. 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

6. SEGA AMUSEMENTS
PART OF A GLOBAL CORPORATION
Sega Sammy Holdings Inc. employ
6,000 staff of which 2,600 work for Sega.
OUR BUSINESS
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

7. SEGA AMUSEMENTS OUR BUSINESS
ORGANISATIONAL STRUCTURE
1989 // Super Monaco GP released Sega Game Gear launched // 1990

8. SEGA AMUSEMENTS
SALES TEAM
OUR ACTIVITY
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.
Sega Amusements and their
partners exhibit and v i s i t over 50
trade shows every year – from the
very small in emerging markets to
the largest international events.
TRADE
SHOWS
1991 // R360 released Sonic the Hedgehog released // 1991

9. SEGA AMUSEMENTS
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.
OUR ACTIVITY
1993 // Daytona USA released Virtua Fighter released // 1993

10. SEGA AMUSEMENTS
AMUSEMENTS
DIVISIONS
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
legendary in their field and have created
some of the best known titles 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.
1994 // Sega Saturn launched House of the Dead released // 1996

11. SEGA AMUSEMENTS
DIVISIONS
MERCHANDISE
The 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.
Sega Prize is the dedicated division of Sega Amusements that develops and manufactures
both licenced and in-house design merchandise.
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
1996 // Open Joypolis in Tokyo Opened Sega World in London // 1997

12. SEGA AMUSEMENTS
DIVISIONS
AMUSEMENT CENTRES & OPERATIONS
A 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
// XD Theatre @ Bluewater // Abeno // Love & Berry Stores
1998 // Dreamcast launched Sega Sammy Holdings Inc. formed // 2004

13. SEGA AMUSEMENTS
// Okayama // Sega Republic // Club Sega
// Bee Bar // Tokyo Joypolis // Brooklyn Bowl
DIVISIONS
Not only are these great brand ambassadors they help Sega educate the market how to
operate more professionally and generate greater profits.
2006 // Ford Racing released Open Sega Republic in Dubai // 2008

14. SEGA AMUSEMENTS
TURNKEY SOLUTIONS
With 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
2010 // Open XD Theatre at Bluewater Sonic Sports range created // 2010

15. SEGA AMUSEMENTS
SUPPORT
The 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.
2011 // Opened Sega Active Zone Bejeweled released // 2012

16. SEGA AMUSEMENTS CONTACTS
get in touch
Sega Amusements // 42 Barwell Business Park
Leatherhead Road // Chessington // Surrey
KY9 2NY // United Kingdom
T +44 (0)208 391 8090 // F +44 (0)208 391 8099
sales@segaarcade.com
and find us online
www.segaarcade.com
and find “segaamusements” on