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is a Japanese multinational video game developer and publisher headquartered in Shinagawa, Tokyo. Its international branches, Sega of America and Sega Europe, are respectively headquartered in Irvine, California, and London. Sega's arcade division existed as Sega Interactive Co., Ltd. from 2015 to 2020 before it merged with Sega Games to create Sega Corporation with Sega Games as the surviving entity.

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Sega is a subsidiary of Sega Group Corporation, which is, in turn, a part of Sega Sammy Holdings. From 1983 until 2002, Sega also developed video game consoles. Sega was founded by American businessmen Martin Bromley and Richard Stewart as Nihon Goraku Bussan on June 3, 1960; shortly after, the company acquired the assets of its predecessor, Service Games of Japan.

Five years later, the company became known as Sega Enterprises, Ltd., after acquiring Rosen Enterprises, an importer of coin-operated games. Sega developed its first coin-operated game, Periscope, in the late 1960s. Sega was sold to Gulf and Western Industries in 1969.

Following a downturn in the arcade business in the early 1980s, Sega began to develop video game consoles, starting with the SG-1000 and Master System but struggled against competitors such as the Nintendo Entertainment System. In 1984, Sega executives David Rosen and Hayao Nakayama led a management buyout of the company with backing from CSK Corporation. Sega released its next console, the Sega Genesis (known as the Mega Drive outside North America), in 1988. The Genesis struggled against the competition in Japan, but found success overseas after the release of Sonic the Hedgehog in 1991 and briefly outsold its main competitor, the Super Nintendo Entertainment System, in the U. Later in the decade, Sega suffered several commercial failures such as the 32X, Saturn, and Dreamcast consoles. In 2002, Sega stopped manufacturing consoles to become a third-party developer and publisher and was acquired by Sammy Corporation in 2004. was established in 2015, Sega Corporation, being renamed Sega Games Co., Ltd.

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In the years since the acquisition, Sega has been more profitable. and its arcade, entertainment, and toy divisions separated into other companies. Sega Games and Sega Interactive were merged in 2020 and renamed Sega Corporation. Sega has produced several multi-million-selling game franchises, including Sonic the Hedgehog, Total War, and Yakuza, and is one of the world's most prolific arcade game producers.

It also operates amusement arcades and produces other entertainment products, including Sega Toys. Sega has been recognized for its time supporting its own video game consoles, its creativity, and its innovations.   In more recent years, it has been criticized for its business decisions and the quality of its creative output.  

In 1940, American businessmen Martin Bromley, Irving Bromberg, and James Humpert formed Standard Games in Honolulu, Hawaii. Their aim was to provide coin-operated amusement machines, including slot machines, to military bases as the increase in personnel with the onset of World War II would create demand for entertainment.

After the war, the founders sold Standard Games in 1945, and in 1946 established Service Games, named for the military focus. A year later, all five men established Service Games Panama to control the entities of Service Games worldwide. After the United States government outlawed slot machines in its territories in 1952, Bromley sent employees Richard Stewart and Ray Le Maire to Tokyo to establish Service Games of Japan to provide coin-operated slot machines to U. The company expanded over the next seven years to include distribution in South Korea, the Philippines, and South Vietnam. The two new companies purchased all of Service Games of Japan's assets.

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Kikai Seizō, doing business as Sega, Inc., focused on manufacturing slot machines. Goraku Bussan, doing business under Stewart as Utamatic, Inc., served as a distributor and operator of coin-operated machines, particularly jukeboxes. Rosen was installed as the CEO and managing director, while Stewart was named president and Le Maire was the director of planning. Shortly afterward, Sega stopped leasing to military bases and moved its focus from slot machines to coin-operated amusement machines. Because Sega imported second-hand machines, which required frequent maintenance, it began constructing replacement guns and flippers for its imported games. According to former Sega director Akira Nagai, this led to the company developing its own games. The first electromechanical game Sega manufactured was the submarine simulator Periscope, released worldwide in the late 1960s.

It featured light and sound effects considered innovative, and was successful in Japan. It was exported to malls and department stores in Europe and the United States, and helped standardize the 25-cent-per-play cost for arcade games in the U. Sega was surprised by the success, and for the next two years, the company produced and exported between eight and ten games per year.