Driven by our shared values of Creativity is Genesis × Always Proactive, Always Pioneering, we will create new captivating experiences while expanding our business domain and transcending genres and national borders by powerfully implementing a value creation cycle consisting of our four strengths. We will maximize the impact that entertainment can have on society, and while striving to curb the negative impact, we will continue to provide both social and economic value and pursue the maximization of corporate value.

Centered on its shared Value (Mindset and DNA) for value creation, Creativity is Genesis × Always Proactive, Always Pioneering, SEGA SAMMY Group has defined its strengths as “Versatile Game Changers (human capital),” “Unique business portfolio / financial base,” “Multichannel / Transmedia,” and “Brand / IP” and organized them into a value maximization cycle.

Versatile Game Changers (human capital) are the driving force behind the creation of captivating experiences. Captivating experiences created by those Game Changers are then delivered and expanded through a unique business portfolio and financial base, as well as multichannel and transmedia initiatives, which in turn enhance brand strength and the value of IP. In this way, SEGA SAMMY Group has established a cycle in which its strengths mutually reinforce one another.

The Group has created highly innovative entertainment by leveraging its IPs and other management resources in a wide range of business areas. The driving force behind this is versatile human capital with unique ideas. Through the penetration of the Mission Pyramid into each organization and individual, we are actively promoting the creation of systems and investment in human capital so that our multi-talented human capital can maximize their abilities in their respective fields while also aligning their directions toward the creation of captivating experiences.

The Group’s business portfolio, which spans an extremely broad range of entertainment areas, is the foundation for the Group’s sustained growth in corporate value. The ability of the Pachislot & Pachinko Machines Business to generate stable cash is an advantage that other specialized game manufacturers do not have, and enables active investment in further growth of the Entertainment Contents Business as well as in new areas such as Gaming Business. A diversified business portfolio with widely differing areas reduces the risk of earnings fluctuations due to changes in the environment. Diverse user touchpoints such as games, goods, animation, pachislot & pachinko machines, and manga will expand the potential for maximizing IP value through multifaceted development.

By leveraging our brand/IP, versatile human capital, and unique business portfolio/financial base, we are broadly expanding revenue opportunities through IPs to multiple platforms and multiple channels such as movies, videos, and merchandise. We have achieved solid successes with our Transmedia strategy in the Entertainment Contents Business, including the Hollywood adaptation of the Sonic IP, and will further expand business through multifaceted development of our abundant IP assets to various channels and age groups in more diverse regions, including pachislot & pachinko machines and gaming.

The SEGA brand is highly recognized in overseas markets thanks to a string of hits, including the SEGA GENESIS (known as the Mega Drive outside North America) home video game console, which once dominated the global market. Such brand power and a rich set of globally recognized IPs, including Sonic, Persona and Like a Dragon, are strengths that bring us a series of business opportunities with major platform providers and other business partners. In addition, the trust Sammy has earned from outside IP holders and Pachinko halls through the continued success and high utilization rates of the pachislot & pachinko machines with outside IPs, including the Hokuto No Ken series, have led to the acquisition of new IPs and stable machine sales, providing a foundation for stable earnings.

Through the business activities of its three core businesses—the Entertainment Contents Business, the Pachislot & Pachinko Machines Business, and the Gaming Business—SEGA SAMMY Group delivers its contents and services as entertainment suited to the times.

Through the business activities of its three core businesses, the Group will continue to expand its business domains and geographic reach, positioning the targets set forth in its medium-term plan through the fiscal year ending March 2027 as an interim goal.

The Group will enhance its corporate value by creating social value alongside economic value through this process.

By further strengthening SEGA SAMMY’s strengths through the value created in this way, the Group continues to drive the cycle of its value creation process. Through this value creation process, SEGA SAMMY Group aims to realize its Mission/Purpose: Captivate the World -Making Life More Colorful.