CSR Top Message

Enriching society through entertainment

The SEGA SAMMY Group’s mission is “Continuing to create moving experiences” and “Making life more colorful.” Our more than fifty entities share the common aspiration to enrich society by providing exciting experiences through entertainment, our core business. High-quality entertainment is essential for a mature society, and our creation of entertainment is the meaning for our existence and not merely because we enjoy it.
At present, the entertainment industry is in transition. The steady advance of an information-based society has led to diverse forms of entertainment and intensified competition across industries. These changes are moving forward at an unprecedentedly rapid pace. To provide the increased value that society needs in such an environment, the SEGA SAMMY Group must continue to be a “Game Changer” that overcomes the fear of change and continuously implements reform. With these aims, we have further advanced our core businesses, Pachislot and Pachinko Machines, Entertainment Content, and Resorts, while identifying growth fields in each business and implementing the structural reform of the Group to generate synergies.

Human resources as a wellspring for creating value

All divisions of the Entertainment Content business produced profit in fiscal 2017, and this indicates that our structural reform has started to achieve solid results. The Pachislot and Pachinko business is facing the challenges of a shrinking market and a strict regulatory environment. Consequently, we have initiated industrywide efforts to survive, such as reviewing our development processes and building ties with other companies in the industry. In the Resort business, we opened PARADISE CITY in Incheon as a joint project with the South Korean Paradise Group, which is the country’s first integrated resort (IR) project, on April 20, 2017. We believe that the IR business is crucial for pursuing opportunities.
As a multi-dimensional entertainment company, the SEGA SAMMY Group has delivered a variety of entertainment value. The source for this value is the rich creativity and spirit of challenge demonstrated by our human resources. The workstyle reform that the Group has focused on recently is based on positioning our human resources as our most important management asset in support of the Group’s continuous progress while also maximizing their value. In fiscal 2019, we intend to consolidate the offices of the Group companies into a single location, and we expect this will accelerate communication among Group employees and serve as a driver for creating greater value. Furthermore, while solidifying our foundation for sound corporate management through systems for corporate governance and compliance, we are vigorously devoted to establishing a free, creative corporate culture that befits an entertainment company.

CSR with a focus on sound management and creation of new value

Entertainment has the power to move people, and this power is limitless. At integrated resorts, we have presented games and Pachislot and Pachinko machines as well as content that remains popular beyond any particular time period and an integrated resort offering guests the extraordinary experiences.
In areas stricken by natural disasters, we have set up activities to help people regain a sense of joy and enthusiasm for life. Only a multidimensional entertainment company can create this type of value, and we believe that it is our social responsibility to continuously generate such value.
We have signed on to the United Nations Global Compact and declared our commitment to the responsibilities and roles for realizing a sustainable global society. This represents our determination to always be a company that provides high-quality entertainment across the globe. We aspire to continue to be a corporate group in which every employees is proud of their work and confident that they are contributing to the sustainable development of society by continuously providing moving experiences to people worldwide.

Building the Mission Pyramid to define the future we seek to create

I assumed the roles of president and COO of SEGA SAMMY HOLDINGS on April 1, 2017. In taking on this vital responsibility for managing the entire Group, I renewed my commitment to creating a company that employees can speak about with pride to their family and friends. The SEGA SAMMY Group adopted its mission of “Continuing to create moving experiences” and “Making life more colorful” as the meaning behind its existence. In May 2017, we announced the Road to 2020, which set the goals for fiscal 2020, thereby renewing our commitment with specific objectives as a leader in the multi-dimensional entertainment industry.
In fiscal 2019, the SEGA SAMMY Group intends to consolidate the business sites of Group companies, which have been in various locations in the Tokyo metropolitan area, to combine its capabilities with the aim of achieving further growth. These companies, including SEGA Holdings Co., Ltd. and Sammy Corporation, have developed the Mission Pyramid* as a guideline for their operations, and we are now working on adopting this across the entire Group. The Mission Pyramid is a framework that defines our Mission (the meaning of our existence), Vision (how we want to be), and Goal (target) as well as the detailed strategies, organizations, and tactics required to achieve them. It helps every employee to fully understand the focus of our business and work together to achieve that.
I feel that my top priority as COO is to envision the future of the Group that we should pursue and that will unite the passion of all employees under the banner of “Continuing to create moving experiences.

Promoting workstyle reform that supports the development of employee creativity

Creativity is essential for conducting business in the entertainment industry. Gaining high-quality input in leisure time outside of work is conducive to creating new ideas and the fostering of creativity. The initial step in our workstyle reform is to make employees aware of the need to review the principles underlying effective workstyles and improve the ways they work. Our role as management is to focus on developing a system for valuing employees who work efficiently.
We have initiated the reform by establishing a cross-Group organization, the Workstyle Consultation Department. It is responsible for supporting employees while developing onsite improvement measures with employees and accumulating expertise. We will create workplaces in which diverse people with different ideas can work comfortably. Moreover, we will realize efficient and flexible workstyles that enable both individuals and the company to continue to grow with the philosophy of “work hard, have great fun, learn well and enjoy both work and private lives.”
Around the time of our office relocation, we will establish training and self-development programs for employees toward creating an environment for developing talented people and further advancing the Group’s structural reform.

Providing Moving Experiences that exceed expectations

In fiscal 2017, we achieved increases in net sales and income for the entire SEGA SAMMY Group, including the Entertainment Content Business moving into the black in all business segments and regions, as a result of our efforts to reform our business structure across the Group. I am certain that these achievements prove that the “moving experiences” we have created and delivered have been well received by fans and society. People enjoy them when their excitement exceeds their expectations. The value of our Group is in continuously creating those moving experiences.
We will unite the Group’s capabilities under the new Mission Pyramid and establish an environment where all of us can reach our best performance and continue to create moving experiences that exceed the expectations of fans.

Policy on Promotion of Sega Sammy Group’s CSR & SDGs Activities

The Sega Sammy Group promotes CSR (Corporate Social Responsibility) and SDGs (Sustainable Development Goals) activities and aims to “continue to be a corporate group that is trusted, needed and respected by society.”

Making Contributions to Society through Entertainment

The Sega Sammy Group has defined its group mission as follows: “Continuing to create moving experiences – Making life more colorful -” and brightening up society by providing “moving experiences” through entertainment, namely, high quality entertainment is essential for a mature society, and creating such entertainment is our pleasure and also serves as our reason for being. By continuously providing “moving experiences” to people around the world, we aim to continue our position as a corporate group where each and every employee takes pride in his/her work and comes to realize that they contribute to the sustainable development of society.
The growth of the Sega Sammy Group is achieved through the development of society and the relationships with our stakeholders. As such, it goes without saying that we must fulfill our CSR as a member of society. The first step in this regard is to accept the fact that CSR is not a special practice, but is instead based on our daily practice of our group’s mission as defined above.
We support sustainable social development by way of observing applicable laws, regulations and social norms, generating stable and appropriate profits, paying taxes and distributing dividends. However, we feel that this is not sufficient and that we should implement CSR activities in a manner which proactively meets social expectations as a good “corporate citizen” in the aim of realizing a sustainable society, based on the expectations of handling social issues such as global environmental issues and human rights issues from a global perspective, especially based on the content of the SDGs which serve as the goals for a sustainable global society and environment.

Important Themes to be Addressed in relation to SDGs

The Sega Sammy Group recognizes that SDGs are goals to be achieved within a limited period of time in order to sustain human society, and specifically designates the following three (3) matters as important themes for the achievement of our SDGs:

  • (i)Measures against a super-aging society with fewer children: (mainly related to SDG themes 3, 4 and 8)

  • (ii)Measures against addiction problems: (mainly related to SDG theme 12)

  • (iii)Enhancement of job satisfaction and diversity, and elimination of unfairness: (mainly related to SDG themes 1, 5, 8 and 10)

In order to aid in resolving the various social issues which accompany the advancement of a super-aging society with fewer children, we make various attempts to: (i) enhance children’s education, etc. (i.e., learning with joy); and (ii) enhance elderly people’s physical and mental health (i.e., maintenance and improvement of hobbies, interests, networking and abilities), with the additional aim of eventually expanding our business activities and enhancing our corporate value.
As a measure against “gaming disorders” which cause serious disorder to the health of individuals who are absorbed in playing games, we conduct educational and awareness programs aimed at preventing addiction when launching pachinko and pachislot machines on the market.
We also constantly review the workstyles of our employees to create an environment in which various types of individuals can play active roles, as well as to foster a corporate culture in which creative ideas are being generated. In addition, we promote a friendly and welcoming workplace where employee diversity (including LGBT individuals) is valued.

Efforts for CSR Activities

1. Contributions through Business Activities

We make contributions to society through entertainment by creating moving experiences and making life more colorful. In addition, while promoting the resolution of social issues related to the important themes that we have specifically designated among the SDGs, we endeavor to expand and improve the value of our business activities.
Furthermore, we pursue security, safety and satisfaction in providing our products and services, while at the same time increasing our understandings of and attempting to mitigate any negative social impacts that may arise through our business activities, such as addiction.

2. Social Contributions

As a good “corporate citizen,” not only on a group-wise basis but also by each individual group company and office, we make contributions to society, including through the promotion of arts, culture and sports, while proactively engaging in dialogue with residents of local communities. In addition, through these activities, we aim to align in the same direction in order to promote the growth of each individual employee and become stronger as a group.

3. Environmental Protection Measures

We promote the reduction of waste generated from hardware sales by encouraging recycling and reusing the same, and thereby contribute to reducing the environmental load. Aside from the foregoing, we also endeavor to achieve further reduction of the environmental load through conserving energy at our offices and service-providing facilities and creating energy-saving products.

4. Corporate Governance

Ensuring thorough corporate governance, including compliance and risk management, is vital. We align our future direction to reach our goals through our mission pyramid and combine the power of the employees forming our group, while at the same time fostering an awareness of compliance among employees and strengthening our legal compliance and internal control systems, and thereby secure sound corporate management, increase transparency and improve efficiency.
Furthermore, we constantly review the workstyles of our employees to create an environment in which various types of individuals can play active roles, as well as to foster a corporate culture in which creative ideas are being generated. At the same time, we make sure to thoroughly respect human rights and prohibit discrimination, as well as to thoroughly protect disadvantaged people.

5. Economic Responsibility

We expand our business with a global perspective and aim to achieve continuous growth and maximize corporate value. Further, we make appropriate distributions of profits and pay all relevant taxes, improve transparency of our management through timely and accurate information disclosure, and thereby meet the expectations of our shareholders and society.

Not only to achieve the growth of the group, but also to contribute to revitalization of the nation-wide economy and to sustainable global growth, we proactively challenge ourselves to enter into new fields and continue to demonstrate strong growth. Moreover, while being keenly aware of our responsibilities, including our duties to contribute to a sustainable human society, we aim to become and continue to be a corporate group that is trusted, needed and respected by society through the implementation of CSR and SDGs activities in a manner consistent with our corporate philosophy.


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