Business Results by Business Segment

Pachislot and Pachinko Machine Business

Pachislot and Pachinko Machine Business 2009 2010 2011 2012 2012
Net sales ¥ 161,691 ¥ 160,376 ¥ 212,060 ∗1  ¥ 212,189 $ 2,583,585
Operating income 14,528 29,502 64,284 ∗1  71,040 864,973
Operating margin (%) 9.0 18.4 30.3 33.5  
R&D expenses 14,289 13,019 13,485 14,393 175,253
Capital expenditures 4,516 3,297 5,725 12,726 154,953
Pachislot machine unit sales (units) 123,286 162,932 302,270 300,866  
Pachinko machine unit sales (units) 391,831 360,171 343,188 332,288  

Amusement Machine Sales Business

Amusement Machine Sales Business 2009 2010 2011 2012 2012
Net sales ¥ 61,926 ¥ 45,117 ¥ 47,237 ∗2  ¥ 49,929 $ 607,928
Operating income 6,890 7,094 7,317 ∗2  7,415 90,284
Operating margin (%) 11.1 15.7 15.5 14.9  
R&D expenses,
content production expenses		 11,450 7,841 9,195 9,374 114,146

Amusement Center Operations

Amusement Center Operations 2009 2010 2011 2012 2012
Net sales ¥ 71,310 ¥ 54,788 ¥ 45,695 ∗3  ¥44,608 $ 543,143
Operating income (loss) (7,520) (1,338) 342 ∗3  355 4,333
Operating margin (%) - - 0.7 0.8  
Capital expenditures 14,893 7,796 7,701 8,328 101,410
Depreciation and amortization 15,908 8,212 6,126 6,184 75,297
Number of domestic amusement
centers (centers)		 322 260 249 241  
SEGA's existing domestic amusement
center sales year on year (%)		 92.4 91.7 99.3 100.5  

Consumer Business

Consumer Business 2009 2010 2011 2012 2012
Net sales ¥ 131,361 ¥ 121,575 ¥ 88,896 ∗4  ¥ 85,688 $ 1,043,321
Operating income (loss) (941) 6,332 1,969 ∗4  (15,182) (184,864)
Operating margin (%) - 5.2 2.2 -  
R&D expenses,
content production expenses		 32,875 19,644 18,150 29,316 356,946
Home video game software
unit sales (thousands)		 29,470 26,750 18,710 17,240  

1 Yen amounts have been translated into U.S. dollars solely for the convenience of readers at the rate of ¥82.13 to U.S.$1,
   the prevailing exchange rate at March 31, 2012.

Pachislot and Pachinko Machine Business —Causes of Business Results Changes
Amusement Machine Sales Business —Causes of Business Results Changes
Amusement Center Operations —Cause of Business Results Changes
Consumer Business —Causes of Business Results Changes
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