Roundtable
Discussion
03
Learning About Our Corporate Culture
Through a Roundtable Discussion – Global Employees Edition

Member

Human Resources Development Division
Robert Khoo
Originally from the United Kingdom
Joined in 2023

Corporate Planning Division
Fei Chen
Originally from China
Joined in 2012

Risk Governance Division
Andre Castro
Originally from Brazil
Joined in 2022
Talk
01
Reasons for joining the company
What Brought You to Japan & SEGA SAMMY?

Andre
I moved to Japan 10 years ago after marrying a Japanese woman I met in Australia. At first, I couldn’t speak Japanese, so I worked part-time at a Brazilian restaurant while learning the language. Later, I leveraged my legal qualifications to join a clean energy company's legal department. Later, in 2022, I transitioned to SEGA SAMMY.
I was drawn to SEGA SAMMY because I’ve loved SEGA games since childhood, and I was fascinated by the wide range of business areas such as Gaming and Pachislot and Pachinko Machines. I wanted to leverage my legal expertise and contribute to the company from a compliance perspective.

Robert
I’ve been in Japan for about 20 years. While attending university in the UK, I came across a job posting for an English teacher position in Japan. I was eager to explore overseas opportunities after graduation, I decided to take the leap—even though my knowledge of Japan was limited to “Mt. Fuji” and “sushi.”
After five years teaching, I pursued a master’s degree in the Kansai area to broaden my career prospects. After graduating, I started working at a Japanese manufacturer, where I spent over 12 years specializing in learning and development (L&D) and talent cultivation. I chose SEGA SAMMY for its culture of challenging the status quo and rich diversity in people and business, as well as its people-centric initiatives, which aligned with my values and career goals. Another big factor was that I felt I could utilize my previous experience in this company. During my interview, the hiring manager encouraged me to bring my expertise and insights to the table. That inspired me to take the leap and join this incredible company.

Fei
I have lived overseas since elementary school due to my father's work. Japan is the country I have lived in for the longest time during my student life, including my adolescence. I majored in political economy at university and worked at a major advertising agency after graduation, managing global brands and overseeing international promotions.
Gradually, I began to feel a strong desire to take roles in in-house projects rather than working for clients, and it was at this time that I came into contact with SEGA SAMMY. At that time, several years had passed since the merger of SEGA and Sammy, and it was a particularly challenging time for the Group. While at the company, I pursued an MBA in the UK through a sabbatical leave program, enhancing my knowledge of management. I have since been involved in diverse projects, including launching a new mobile game subsidiary and leading integrated resort developments in South Korea, such as PARADISE CITY today.

Talk
02
Job Responsibilities and Rewards
What Does Your Job Involve, and What Do You Find Rewarding?

Fei
In 2022, upon returning to Japan from South Korea, I came across an internal portal job posting for business development. With my manager’s support, I applied and transferred to my current role in the Corporate Planning Division. Our mission is to “lead the Group’s transformation” by driving initiatives that enable SEGA SAMMY to continue creating captivating experiences. My work focuses on partnerships, investment evaluations, and M&A, all aimed at fostering Group growth.
Recently, I’ve been working on initiatives to create new intellectual properties (IP) beyond game content and pachislot and pachinko machines, such as launching vertical-scrolling comics as a first output to be expanded across various media. I take pride in supporting such groundbreaking ventures, including a large-scale joint venture project with a multi-billion-yen investment—SEGA SAMMY’s completely new business launch.

Robert
Given the Group’s focus on international markets, particularly in the Gaming and Entertainment Contents Businesses, global talent recruitment and development have become key themes. As a member of the HR Development Division at headquarters, I help manage the integration of training programs across the Group, overseas rollout of employee training, and the introduction of new programs. We put importance not only on language proficiency but also on cross-cultural understanding.
We are particularly focused on nurturing “multicultural personnel,” defined as employees meeting one or more of our four proprietary criteria, such as strong English skills or international experience. By fostering language skills and cross-cultural training to improve multicultural personnel ratios, we aim to enhance communication with overseas affiliates and create a diverse workplace where global talent can thrive.

Andre
In the Risk Governance Division, I handle compliance operations and oversee the acquisition and maintenance of gaming licenses for SEGA SAMMY CREATION USA INC., the U.S. subsidiary of SEGA SAMMY CREATION INC. These licenses are critical for legally offering our gaming products and services worldwide.
Nevada’s gaming licenses are famously strict, requiring a strong compliance framework. I work closely with U.S. staff and occasionally communicate directly with regulatory authorities. It’s a privilege to contribute to SEGA SAMMY’s success in this highly regulated industry.
Talk
03
What Makes the Company Attractive
What is the attraction of actually working in SEGA SAMMY Group?


Robert
I’ve been a fan of SEGA SAMMY’s content since childhood. My first-ever video game console was SEGA’s Master System II, followed by the GENESIS, both of which provided countless hours of fun. Now, as an employee, I get to relive that sense of excitement while contributing to the company.
Our CEO, Mr. Haruki Satomi, has a very approachable personality. He often shares personal anecdotes like about his family and dog during new employee events or in his monthly online messages. This warmth resonates throughout the company culture. At SEGA SAMMY Group, we enjoy a casual dress code and a workplace that respects individuality. It’s an environment where people can genuinely be themselves. SEGA SAMMY isn’t just about pursuing profits; it’s about creating a workplace where everyone feels at home.

Fei
One of SEGA SAMMY’s biggest attractions is its connection to cutting-edge trends and technologies in the entertainment industry. Every day feels like a new discovery as I get to witness how the company stays ahead of the curve.
I also believe in the value of emotional experiences that go beyond material satisfaction. SEGA SAMMY’s mission and purpose to " Constantly Creating, Forever Captivating -Making Life More Colorful- " aligns perfectly with this belief. Through its games, toys, and pachislot and pachinko machines, the company delivers joy to a global audience, transcending age, profession, and nationality.
In the workplace, I appreciate how naturally global employees are integrated into the company culture. From proactive English language learning initiatives to strong support systems for understanding diverse cultural and business practices, SEGA SAMMY fosters an inclusive environment. New hires from outside the company can also thrive thanks to a culture that values external perspectives.

Andre
SEGA SAMMY is a company that encourages creativity and flexibility. Unlike more traditional Japanese corporations, it provides an environment for innovation and new challenges. The company’s broad, globally-scaled operations ensure that every day brings fresh opportunities to grow and learn.
Teamwork is a significant part of daily operations. In meetings and brainstorming sessions, everyone is encouraged to share their ideas openly, creating a positive and collaborative atmosphere. The mantra of “actively embrace challenges” defines the culture here.

Talk
04
How We Spend Our Time Off
How Do You Spend Your Time Off?

Andre
I cherish family time, especially with my child. I’ve always loved connecting with nature, and every morning before work, I swim in the sea near Kamakura. These routine refreshes both of my mind and body. I also enjoy traveling and make it a point to visit foreign countries whenever I take paid leave, exploring different cultures and finding inspiration.

Robert
I also prioritize family time, often spending weekends outdoors with my children, cycling to parks where we set up a tent for the day. Staying active is essential to me, so I work out daily at the gym. It’s a routine that keeps me mentally refreshed and physically fit, enhancing both my work performance and overall well-being. My future goal is to live a healthy, vibrant life well beyond 100 years!

Fei
Like Andre, I’m passionate about travel. I’ve visited dozens of countries but have recently been focusing on domestic travel due to exchange rate fluctuations. My current favorites include hiking in Niigata, Nagano, or Aomori, and exploring islands during summer vacations. SEGA SAMMY’s unique “Captivating Experience Leave” program allows me to take up to three extra paid leave days annually for the purpose of developing my own “captivating experiences”, whether it’s attending my child’s graduation, studying for a qualification, or simply enjoying a favorite movie.

Talk
05
Visions for the Future
What’s Your Vision for the Future, and What Message Do You Have for Prospective Colleagues?

Robert
In my current role in talent development, I aim to further innovate the Group’s L&D initiatives by introducing personalized training opportunities, such as e-learning platforms. Beyond SEGA SAMMY, I hope to leverage my expertise in human development and wellness to one day start my own business.
The SEGA SAMMY mission and purpose of " Constantly Creating, Forever Captivating -Making Life More Colorful-" truly reflects our dynamic and colorful workplace. If you want to enjoy a fulfilling career and vibrant daily life, I highly encourage you to join us.

Andre
SEGA SAMMY offers a wide variety of roles and opportunities. Even if you don’t land your dream position right away, this company provides countless chances to explore your interests and discover your true calling. Don’t be afraid to challenge yourself—SEGA SAMMY is a place where you can thrive.

Fei
I’m committed to contributing to projects that inspire people. At SEGA SAMMY, failure is viewed as one stepping to growth, and employees are encouraged to take on new challenges. If you’re ready to create inspirational experiences for others, we’d love to have you on our team!
Thank you very much for your time today.