HISTORY 1960-2020 | SEGA (2024)

Established Nihon Goraku Bussan Co., Ltd., SEGA'spredecessor

In April 1951, founders Richard D. Stewart and Raymond J.Lemaire began importing, selling, renting, and maintaining commercial amusem*nt equipment. Afterthat, they expanded their business to machine manufacture and overseas exports. “Service Games JapanCo., Ltd.” was established in 1957. The project was targetted at US military facilities as well asdomestic facilities. In June 1960, “Nihon Goraku Bussan Co., Ltd.” (sales department) and “NihonKikai Seizo Co., Ltd.” (manufacturing department) were established. Nihon Goraku Bussan Co., Ltd.went on to become SEGA CORPORATION today.

“SEGA 1000”, Japan's first domestically produced jukebox

The jukebox introduced to the Japanese market by founder RichardD. Stewart in 1952 quickly expanded to become a valuable source of music and a secondary source ofstore revenue. At a time when imports faced heavy restrictions, Nihon Kikai Seizo researchedoverseas products and successfully developed a jukebox domestically. The product was named “SEGA1000” which was abbreviated from “Service Games”.

Company name changed to Sega Enterprises, Ltd.

Rosen Enterprises, Ltd., which had been operating amusem*ntarcades, was merged and renamed Sega Enterprises, Ltd. The name “SEGA” is taken from the first twoletters of ‘Service’ and ‘Games’.

Began operation of world-famous arcade game “Periscope”

This game uses a submarine periscope to track battleships sailingacross the sea, which the player destroys using torpedoes. With the manufacture and sale of thesemonitor free electromechanical game machines, SEGA was able to make an enormous splash in theindustry! What’s more, although rumor has it that there is no cabinet of this arcade game left inJapan, the game itself has made its way to PlayStation 2 as a minigame in “Dynamite Cop”.

Opened directly managed amusem*nt center “Apollo Vegas”(currently “SEGA WORLD Apollo”)

From 1965, directly operated amusem*nt centers were developedmainly in Tokyo and Osaka, with 31 stores as of 1970. SEGA's first casino style center “ApolloVegas” (currently “SEGA WORLD Apollo”) opened in 1972. This was the first time medal game machineswere installed, which brought an atmosphere of excitement reminiscent of Las Vegas. The business ofstore management continued to expand across Japan.

Consumer game console “SG-1000” released

SEGA's first consumer game console. SG stood for SEGA GAME. Thelist price was ¥15,000. It was released in Europe and Australia among other countries, and sold160,000 units in its first year.

Began operation of crane game “UFO Catcher”

The first game in the UFO Catcher® series. It was a huge hit, andlater became the generic name for similar crane-based games. Game centers became more brightly litmaking them more attractive and accessible to female customers and children. “UFO CATCHER9”, thelatest in the series, features an LCD touch panel and a 360° view of the prizes. The technologycontinues to evolve.

Began operation of world's first motion controlled gamecabinet, “Hang-on”

This motorcycle racing game holds the venerable position of beingSEGA's first motion-controlled game cabinet. The player straddles a large red bike, and steers bytilting it left and right. The irregular nature of the cabinet and controls made a strong impact onplayers of the time. “Super Hang-on” was released in 1984 and ported to numerous consumer gameconsoles with a choice of 4 courses representing different levels of difficulty.

Consumer game console “SEGA Mark III” released

SEGA's third generation consumer game console was significantlyenhanced by arcade technology. It maintained compatability with earlier consoles while introducingnew enhanced graphical capabilities. Optional peripherals such as 3D glasses and an FM sound modulewere also released. The list price was ¥15,000.

Consumer game console “MEGA DRIVE” released

The consumer game console that made the SEGA name famous aroundthe world. Other software makers were eager to release their own titles on the platform, and therewas no shortage of optional peripherals. List price was ¥21,000. It was released in North Americaunder the name “GENESIS” the following year in 1989, and in Europe in 1990. With the release of“Sonic The Hedgehog” in 1991, its popularity exploded and the game console sold more than 15 millionunits in North America and 8 million in Europe.

Portable consumer game console “Game Gear” released

Japan's first domestically produced portable game machine,boasting a 3.2 inch backlit color LCD display. With the optional TV tuner unit, it doubled up as aportable TV. List price was ¥19,800.

“R360” released, the world's first commercial game machineto rotate 360 degrees in all directions

A sensory game capable of rotating 360°. Effective safetyfeatures ensured the player would not find themselves upside down. Although the cost per play wasfive times the typical price of its time, it proved to be an enormous hit.

“Sonic The Hedgehog”
series debut

“Sonic The Hedgehog”, the first of the Sonic series was releasedfor the first time in North America on GENESIS. (July 26th, Japanese time) The exhilarating highspeed action and easy to grasp Ring system made it a huge hit with beginners and experts alike,selling over 4 million copies. Even now, new titles continue to be released, with the seriestotalling over 920 million copies/downloads.

Action puzzle game “Puyo Puyo” series debut

In 1991, “Puyo Puyo” was first released on MSX2 and Famicom DiskSystem platforms. The battle characteristics of this action puzzle game, the first of its kind,later made it a household name.

Full polygon commercial game machine “Virtua Racing”released

SEGA's first ever polygon racing game! The concept of polygongraphics was still fresh at the time despite becoming a staple in subsequent years, and the instanthighlight monitor which encapsulated the feel of a genuine F1 track had a huge impact on players.

TMS Entertainment Co., Ltd., (at the time operating asKyokuichi Co. Ltd.,) became part of the Sega group

Kyokuichi Co., Ltd. (currently operating as TMS Entertainment.,Co. Ltd.) formed a business alliance with Sega Enterprises, Ltd. Numerous new anime titles and newworks of nationally recognized franchises “LUPIN THE 3rd”, “Anpanman” and “Detective Conan” werereleased.

Opened High-Tech Land Sega Shintoku (now Sega AkihabaraBuilding No. 1)

The first SEGA store opened in Akihabara. In addition to theformer Akihabara GiGo, the former Club SEGA Akihabara New Building, and the former SEGA Akihabara,the SEGA Akihabara No. 5 store opened in July 2019, and five more stores, No. 1 to No. 5 are now inoperation.

Electronic educational toy “Kids Computer Pico” released

A high performance educational toy for children that let youdraw pictures on a TV screen via TV link. Operation were performed via touch pen, and the softwareresembled a picture book in style.

Arcade 3DCG fighting game “Virtua Fighter” series debut

The world's first 3DCG fighting game “Virtua Fighter” wasreleased. In 1993, 2D fighting games were the norm, and many players were drawn in by the immersivefeel of the game world that was not available in previous titles. The following year, the sequel“Virtua Fighter 2” which featured smoother video expression went into operation to popular acclaim.The series continued until “Virtua Fighter 5 Final Showdown”.

Consumer game console “SEGA Saturn” released

SEGA's most popular console in Japan. The sixth consumer gameconsole was named after the sixth planet in the solar system. It was able to handle conventional 2Dgames as well as the new generation of 3D games. List price was ¥44,800. Available games ranged fromports of popular arcade classics and brand new titles such as “Sakura Wars.” More than 100 softwarecompanies entered the market producing over 1,000 compatible titles.

SEGA/Atlus “Print Club” debut

The original printed sticker machine “Print Club” was released.Friends would often take pictures together and exchange stickers, and machines were frequented byyoung women with sticker albums. The machines were a huge success! The nickname “Purikura” becamesynonymous with printed sticker machines and as a genre became established as an amusem*nt facilitystaple. Since inception, various models from other companies have appeared. The technology continuesto evolve, and now includes skin whitening functions and smartphone connectivity.

Opened indoor amusem*nt park “TOKYO JOYPOLIS” in the Rinkaif*ckutoshin area

A vast indoor amusem*nt park in Odaiba. Right from the outset itincluded large scale attractions, VR (virtual reality) attractions, and limited editions of SEGAarcade games. It has attracted visits from many celebrities both from Japan and abroad.

Consumer console game “Sakura Wars” series debut

This SEGA Saturn title is a dramatic adventure game set in afictionalized version of the “Taisho era”. It boasted record sales among original Saturn titles ofits time. It was later adapted into a TV animation, stage production, novels, comics and other mediamixes. Of particular note was its pioneering of the “Kayo Show”, a 2.5 dimensional stage that hasbecome a regular fixture in the current generation of games.

Consumer game console “Dreamcast” released

SEGA's final consumer game console, and the first console tofeature built in online communication capabilities. Advertisem*nts at the time featuring the actualmanaging director of SEGA at that time were well received and fast became a hot topic! Genrebreaking games included “Shenmue” which featured 3D open world exploration, and “Seaman” whichallowed you to interact with humanoid fish creatures. “PHANTASY STAR ONLINE” allowed simultaneousonline cooperative play for up to four players.

Began operation of horse racing medal game “StarHorse”

The gold standard of horse racing medal games that focusses onboth the betting and ownership aspects of gameplay. Fans of horse racing were impressed by thegame's depiction of reality, such as the compelling race videos, live commentary by veteranannouncer Kiyoshi Sugimoto, and the calm “satellite” space. In 2017, smartphone game“StarHorsePocket” was released. Despite 20 years having passed since its original release, itremains very popular and has since been succeeded by “StarHorse4”.

First full-scale network RPG consumer console game “PhantasyStar Online” released

A network RPG released on Dreamcast. It can be said that thiswinner of the 5th Japan Game Awards laid the foundation for future online game services in Japan.Since then, numerous upgraded versions have been released on a variety of different platforms.

Began operation of arcade soccer card game “WORLD CLUBChampion Football SERIE A 2001-2002”

A pioneering title that combined conventional gameplay withtrading cards to form a new arcade genre. With the cooperation of Panini, an internationallyrenowned in-game soccer club was formed.

Industry's first arcade card game targeted at children,“MUSHIKING: The King of Beetles” debut

A trading card game for kids that incorporates elements of therock-paper-scissors game. In 2008 it was certified by Guinness World Records as holding the recordfor “Most official tournaments held on one arcade game series.” In response to its immensepopularity, it was later developed into consumer games, comics, animations, movies and othercross-media forms. In total it has shipped more than 498 million cards. (As of November 2007)

Girls' arcade card game machine “LOVE AND BERRY Dress up andDance!” debut

A trading card game where you can enjoy fashion and music.Proving immensely popular with young girls, two new services were introduced: “LB Style Square,”which allowed the purchase of in-game clothes, and “LB Cosmica,” which specialised in kidscosmetics.

Network-enabled trading card game “Sangokushi Taisen” seriesdebut

The world of “Records of the Three Kingdoms” is represented as atrading card game. The simple and intuitive operation is enabled by the flat reader type housing.Many famous illustrators and popular manga artists also participated in the design of the warlordcards! The profound nature of the much loved game's character was adapted into “Sengoku Taisen” in2010, and as of 2016 part of the “Sangokushi Taisen” and “Taisen” series.

PC title “Total War” series creators Creative Assembly joinsSEGA Group

A development studio based in Horsham, UK. One of their bestknown works is the “Total War” series, a real-time strategy game for PC. The series has exceeded27.6 million sales worldwide.

Home planetarium “HomeStar”
released

The world's first optical projection home planetarium, jointlydeveloped by planetarium creator Takayuki Ohira.

Consumer console game “Ryu ga Gotoku“ (“YAKUZA”) series debut

Created under the concept of “adult entertainment.” Set in a vastentertainment district, inspiration was drawn from a range of human dramas such as love, humanityand betrayal. It expressed a realistic contemporary take on Japan that could not be touched upon byconventional games. It received high praise not only in Japan but also from overseas, and manyspin-off titles have since been released turning it into an ever growing series. This has become asignature brand with solid global marketability.

Consumer game “Football Manager” series creators SportsInteractive joins SEGA Group

A development studio based in London, UK. One of their bestknown works is the “Football Manager” series, which has a proven track record and established brandas a management simulation game for soccer clubs.

“SUPER DARTS” based on the concept of “spectator darts” heldfor the first time

Born of the concept of “spectator darts”, this has since evolvedinto a global tournament in which only top players from around the world can participate. Withspectator tickets typically selling out in just a few minutes, this annual event has proven to be abig hit in the darts industry.

Onine darts machine “DARTSLIVE2” debut

At the time of conception, it was the first online darts machineto have a full-color LED. The addition of communication battles and customizable elements for gamescreens made it a leader in the darts market. By 2013 more than 10,000 units had been installed in19 countries around the world.

Commercial game machine “Border Break” series debut

A high speed 10-on-10 robot team battle. Players can employ avariety of tactics using 4 types of weapons. Real events such as one-off contests at storesnationwide and official tournaments were also actively developed.

Online content service “Phantasy Star Online 2” launched

Starting with the PC version, Japan's largest online RPG has beenported to PS Vita and PS4, and in April, 2018, “PSO2 Cloud” service started for Nintendo Switch™. Byits seventh anniversary, it had accumulated more than 5.5 million players. Official informationprograms and real events were actively distributed. A theatrical production was performed in 2014,and an animated show released in 2016 and 2019, expanding the fan base yet further.

Toy targeted at younger girls “Jewel Pod Diamond” released

In 2008, a product was released based on a magic item thatappeared in the animated show “Jewel Pet”, a character developed in collaboration with SanrioCorporation. The immensely popular full-color “Jewel Pod Diamond” featured a camera andcommunication functions.

PC title “Company of Heroes” series creators RelicEntertainment, Inc. joins SEGA Group

A development studio based in Vancouver, Canada. Offers a widevariety of games with cinema quality graphics and high strategic qualities. One of their best knownworks is the “Warhammer 40k Dawn of War” series, which sold more than 7 million copies worldwide.

In-house developed four-wheel vehicle driving simulator“SLDS-3G” released

A driving simulator capable of reproducing dangerous drivingsituations utilizing three HD monitors and HDR rendering. This has proven to be a very effectiveeducational tool at driving schools. In April 2017, a two-wheel vehicle driving simulator wasrevealed.

World's first supercharged nature experience museum “OrbiYokohama” opened

Opened as a museum where you can experience at a sensory levelthe wilder side of nature without leaving the city. In addition to experiences with visuals and thelatest technologies, the park was rennovated in April 2018 as an indoor park where you can come intodirect contact with real animals.

Anime series “Yowamushi Pedal” went on the air.

“Yowamushi Pedal”, a manga series written and illustrated byWataru Watanabe, was made into an anime. The first season (2013) to the fourth season “YowamushiPedal Glory Line” (2018) were broadcast and established it as the quintessential bicycle road raceanime.

Atlus Co., Ltd. joins SEGA Group

Atlus, the creators of popular games such as “Persona”, “ShinMegami Tensei”, and “Etrian Odyssey” joins the SEGA Group. The following year, in April 2014, thecompany re-established to set out as Atlus Co., Ltd.

Smartphone title “SEGA Heroes” series creators DemiurgeStudios, Inc. joins SEGA Group

A development studio based in Cambridge, USA, established in2002. It boasts advanced stable development capabilities and abundant managerial know-how.Currently, it is focussed on the development and operation of “Marvel Puzzle Quest” and “SEGAHEROES”.

Reorganized SEGA SAMMY Group and established new SEGA Group

Due to the structural reform of the SEGA SAMMY Group, eachbusiness of SEGA Co., Ltd. was spun off and SEGA Holdings Co., Ltd., SEGA Games Co., Ltd. and SEGAInteractive Co., Ltd. were established. In addition, the animation, video, and toy business wereincorporated into SEGA Group and reborn as a group that plays entertainment content.

PC title “Endless” series creators Amplitude Studios SASjoins SEGA Group

A development studio based in Paris, France. The “Endless”series gained immense popularity due to its strategic nature and elegant graphics, and went on tosell more than 2.4 million copies in total. Their current new strategy title “HUMANKIND” is beingmet with wide expectation by European and American fans.

Consumer game “Persona 5” released (cumulative total salesexceeding 3.2 million units, series total 11.1 million units as of 2019)

“Persona 5”, the latest instalment in the critically acclaimedseries released. The award-winning game achieved 3.2 million units in sales globally in 2019,becoming the most successful game in Atlus history. “Persona” has sold a series total of 11.1million units globally since its initial release of Revelations: Persona in 1996.

PC title “Total War Saga: Troy” series creators Sega BlackSea EOOD joins SEGA Group

A development studio based in Sofia, Bulgaria. After joining theSEGA Group, it focused on developing Creative Assembly's “Total War” series DLC and is currentlydeveloping “Total War Saga: TROY”.

New corporate identity announced based on the concept of“Amazing SEGA”

The world's first corporate identity that tracked the movementsof the human eye, extracted and compressed the “moment of surprise” and converted it into sound. Thenew identity is the representation of the challenge to the world “more surprises than ever before”.

SEGA TOYS won highest award in each category at the “JapanToy Awards”

At the Tokyo Toy Show, two products related to the characterAnpanman won the highest awards in the educational toy category and the communal toy category. Inrecent years, many products in the “girls” toys and others category have also received grand prizes(formerly the highest award).

“SEGA Taiyaki Ikebukuro” opened

A new business store opened in Ikebukuro with the cooperation ofTaiyaki counter “Yokohama Kurikoan”. Under the motto “Taiyaki that can only be made by SEGA”, wecontinue to make unique products such as “SEGA Logo Yaki” and “Puyo Puyo Yaki”.

SEGA SAMMY Group headquarters consolidated in Osaki

The headquarters functions of the 20 SEGA SAMMY Group companiesthat were dispersed around the Tokyo metropolitan area consolidated in Osaki. Around 6,500 staff arenow in one building. The new office concept is that of “The Journey of the SEGA SAMMY Group.” SEGASAMMY's new journey has begun!

Multi-electronic money service for amusem*nts jointlydeveloped with Konami Amusem*nt Co., Ltd.

SEGA Interactive and Konami Digital Entertainment jointlydeveloped a multi-electronic money service for amusem*nt facilities. This was implemented into 70SEGA stores by summer 2018. A variety of electronic money methods as well as “PASELI” can be usedfor transaction via a single device and system.

“Detective Conan: The Fist of Blue Sapphire” was a smash hitand grossed over ¥9.3 billion in box office sales.

Gosho Aoyama’s “Detective Conan” celebrated its 20th anniversaryin 2016. After the theatrical release of “Detective Conan: The Time-Bombed Skyscraper” in April1997, a new movie has been released every year. Starting with the record-breaking success of“Detective Conan: Private Eye in the Distant Sea” in 2013, the movie series continued to break boxoffice records for the next seven titles. The series continues to show no signs of slowing down withthe most recent “Detective Conan: The Fist of Blue Sapphire” recording over ¥9.3 billion at the boxoffice. “Detective Conan: The Scarlet Bullet” will be released soon

PC title “TWO POINT HOSPITAL” series creators Two PointStudios Ltd. joins SEGA Group

A development studio based in Farnham, UK, established in 2016.Its strength lies in the development of simulation games with a unique world view and remarkableplayability. “Two Point Hospital”, which has received wide acclaim, is currently undergoingmultiplatform development.

Records of the Three Kingdoms strategy game “Total War: THREEKINGDOMS” exceeded 1 million sales in first week

“Total War” is a real-time strategy game for PC that has soldmore than 27.6 million copies worldwide. You can experience the world of interstate wars and tribalstruggles based on historical fact. The latest title, “Total War: THREE KINGDOMS,” themed around theRecords of the Three Kingdoms, gained strong support among players in Asia, and especially in China.It achieved 1 million downloads in the first week after distribution.

PC consumer game title “Puyo Puyo Champions / Puyo PuyoeSports” officially adopted as a cultural program event at “Ikiiki Ibaraki Yume Kokutai”

“Puyo Puyo Champions / Puyo Puyo eSports” has been selected asthe competition title of the 74th National Athletic Meet “Ikiiki Ibaraki Yume Kokutai”, as part ofthe cultural program “National Prefectural Competition eSports Championship 2019 IBARAKI”.Qualifiers were held in each region of the country, and the finals were held on October 5th and 6th

Consumer title “New Sakura Wars” released

The launch of “New Sakura Wars” was announced at “Sega Fes2018”. Tite Kubo would be responsible for the main character design. It is a completely new workrevived 14 years after “Sakura Wars: So Long, My Love”.

Hollywood movie “Sonic the Hedgehog” released

“Sonic the Hedgehog”, the title which garnered worldwide renownwas adapted into a live-action movie, a co-production with US-based Paramount Pictures. MarzaAnimation Planet participated in planning / production and creation of CG animated elements.