About SEGA SAMMY
HOP！ STEP！
SEGA SAMMY！
On this page, take a step into SEGA SAMMY and discover who we are.
From the power of entertainment to the scope of our Group businesses,
the role of SEGA SAMMY Holdings, our commitment to sustainability,
and even the offices where our work takes place—
we present each aspect one step at a time.
The Power of Entertainment
Our first step is to explore the essence of entertainment and highlight the initiatives of the SEGA SAMMY Group.
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What is Entertainment?
The entertainment business we engage in is a “peace industry,” as it requires the world to be at peace for us to be needed.
In daily life, people first need food, clothing, shelter, and safety.
However, once these needs are met, people naturally seek joy, excitement, and comfort, in other words, entertainment.
When facing difficulties or hitting major obstacles, entertainment provides inspiring experiences that energize us for tomorrow, and it also possesses an unfathomable capacity to guide society and the future in a positive direction.
While it is true that entertainment is not essential to people’s survival, experiencing moving moments through entertainment allows us to live richer, more fulfilling lives.
And when those moving moments are shared with others, “empathy” is born, and the power of those moments is multiplied many times over.
At the SEGA SAMMY Group, we aim to create a society overflowing with such empathy through the products and services we develop, adding “color” and vibrancy to people’s lives around the world.
This is why, even though entertainment is sometimes referred to as a nonessential industry, we continue to hold a meaningful place in society.
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The Potential of Entertainment
Entertainment is one of the world’s few “emotion-driven industries,” founded on the ability to move hearts and minds. Its possibilities are vast. In recent years, the evolution of digital technology has rapidly blurred market boundaries, transforming entertainment into a massive global industry worth over ¥135 trillion (Source: Ministry of Economy, Trade and Industry, Entertainment & Creative Industries Strategy, June 2025). Characters and games from Japan are also expanding their IP overseas, gaining popularity as a shared global culture. The SEGA brand enjoys strong global recognition, and by leveraging its IP, SEGA SAMMY has successfully expanded into films, games, and other entertainment ventures.
The market is evolving at a faster pace every year, with games, anime, movies, music, sports, and live streaming blending together to create entirely new experiences. From content sales to events, advertising, merchandising, and subscriptions, numerous revenue models offer opportunities to expand the global fan base. Within this environment, the SEGA SAMMY Group is maximizing value by leveraging its “Brand/IP,” “Diverse Human Resources,” and “Unique Business Portfolio/Financial Foundation” to deploy its IP across multiple channels.
SEGA SAMMY GROUP
Business Areas
This step highlights our three core business units and the role of SEGA SAMMY Holdings as the SEGA SAMMY Group’s headquarters.
SEGA SAMMY Holdings provides leadership and governance across all group companies, managing corporate functions and overall operations. By maximizing the strengths of each company and fostering group-wide synergies, we drive sustainable growth in entertainment-focused businesses while contributing meaningful value to society.
Pachislot and Pachinko Machines Business
Entertainment Contents Business
Gaming Business
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ENTERTAINMENT
Entertainment Contents Business
A creative team delivering excitement to the world
Led by the SEGA Group with SEGA Corporation at its core, whose DNA is “Creativity is Genesis,” this business unit brings diverse forms of entertainment to the world, including consumer games, smartphone apps, anime, and toys. Popular titles such as Sonic, Yakuza, Puyo Puyo, and Persona exemplify how we drive transmedia expansion, extending beyond games into film, music, and merchandise. By fusing digital and real-world experiences, we expand touchpoints between fans and IP. Harnessing creativity and technology in tune with the times, this business spreads smiles across the globe.
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PACHINKO SLOTS
Pachislot and Pachinko Machines Business
Creating surprise and excitement through entertainment engineering
Led by Sammy Corporation, which continues to take on challenges guided by the value of “Always Proactive, Always Pioneering,” this business unit develops, manufactures, and sells pachinko and pachilot machines. With the motto “Sammy… the wellspring of new ideas as an innovator in the industry,” we strive to drive the evolution of play through proprietary technology and design, with a focus on expanding our market share within the industry. Leveraging decades of expertise and creativity, we deliver excitement and surprise to people through gameplay. We also focus on developing new businesses, such as poker and night-time entertainment, continuing to offer a wide range of entertainment beyond pachislot and pachinko machines.
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GAMING
Gaming Business
Bringing extraordinary experiences to the world
Our initiatives include operating Korea’s integrated resort, Paradise City, and developing and marketing casino equipment for international markets to deliver “extraordinary and moving experiences to the world.” Paradise City combines hotels, art, shopping, and entertainment facilities into a single destination, offering guests memorable experiences they can truly enjoy. In the global slot machine market, we leverage Japanese creativity and technological expertise to deliver new value. Looking ahead, we are entering the rapidly expanding North American online gaming sector, with the intention of establishing it as the unit’s third core business pillar.
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SEGA SAMMY HOLDINGS
The Role of SEGA SAMMY HOLDINGS
The command center for creating “moving experiences” that shape the Group’s future
As the headquarters for the entire SEGA SAMMY Group, we serve as a command center, formulating and driving management strategies. We also provide a range of corporate services to Group companies, including human resource development, public relations, legal affairs, finance, IT, and risk management. By supporting each business company with the challenges they face, we lead value creation across the entire Group. At the same time, we achieve sustainable growth while creating a safe and secure work environment for our employees. Additionally, we drive monetization of the sports business and promote social contribution activities, thereby contributing to the enhancement of brand value. In an era of rapid change, we serve as a vital presence for building the foundation needed to deliver moving experiences to people around the world.
Sustainability Initiatives
In this step, we introduce the five materialities (key issues) that the SEGA SAMMY Group is addressing to continue sustainable growth.
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People (LGBTQ+)
We respect individuality and foster a workplace where everyone can work authentically. Our efforts to advance LGBTQ+ understanding have earned us the “PRIDE Index” Gold award for six consecutive years. By cultivating a diverse environment that transcends nationality and gender, we develop talent ready to succeed globally.
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Addiction
We take our responsibility as an entertainment company seriously by prioritizing a balance between enjoyment and well-being. Through collaborations with universities and other partners, we advance research and initiatives to better understand and prevent addiction. Our goal is to ensure that entertainment remains a safe, positive, and enjoyable experience for all.
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Environment
For the future of the planet, we aim to achieve carbon neutrality (zero CO₂ emissions) by 2050. Our head office operates on 100% green electricity. As a company built on play, we value responsibility toward both nature and society.
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Products and Services
With safety and reliability at the core of our offerings, we strive to deliver experiences that anyone can immerse themselves in. Through innovation and creativity, we consistently deliver excitement that exceeds expectations. Our products and services move people’s hearts while remaining safe, spreading smiles of joy across communities.
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Governance
We practice integrity and transparency in management, maintaining the trust of society. With rigorous compliance and risk management, we are building a strong organization that supports bold initiatives. Our governance systems provide the foundation for a secure and supportive workplace where employees can work with peace of mind.
Office TourOFFICE TOUR
Our final step takes you inside the Osaki Head Office.
Here, we provide a workplace designed for comfort and creativity,
enabling our “Game Changer” employees to thrive and stay inspired as they pursue new challenges.