Sega Sammy Creation
Sega Sammy Creation Inc. is a Tokyo-headquartered subsidiary of Sega Sammy Holdings that designs, manufactures, and sells casino slot cabinets and electronic table games to commercial casino operators and integrated resorts across Asia (Macau, Philippines, Vietnam, South Korea) and North America (USA).
- Company typePrivate
- Founded2013
- HeadquartersNishi-shinagawa, Japan
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Sega Sammy Creation does
Sega Sammy Creation Inc. is a Tokyo-headquartered, wholly-owned subsidiary of Sega Sammy Holdings Inc. that develops, manufactures, and sells casino gaming machines for the global regulated gaming market. Established in June 2013, the company combines Sega's entertainment and consumer gaming technology DNA with Sammy Holdings' pachinko/pachislot manufacturing expertise to produce a portfolio of slot cabinets (the Genesis series: Atmos, Crest, Crest 43J, Nova, Star, and Slant) and electronic table games (the Maximum Fortune series: Baccarat, Sic Bo, and Roulette, plus a multi-game Maximum Fortune Collection). Differentiated hardware features include patent-pending innovations such as a Game Skip / Quick Results Display, neon-tube LED cabinet lighting, an industry-first vibrating play button, and a 55-inch 4K curved display on the flagship Genesis Atmos cabinet.
The company generates revenue through two primary streams: sale of proprietary gaming cabinets as capital equipment to casino operators, and licensing of proprietary game software content — including titles leveraging SEGA intellectual property such as Virtua Fighter, House of the Dead, NiGHTS, Persona 5, and Resident Evil. A secondary revenue stream is customer support, parts replacement, and technical maintenance for installed bases. Go-to-market is direct enterprise B2B sales through a Tokyo sales organization and a wholly-owned US subsidiary (SEGA SAMMY CREATION USA INC., established October 2016 in Las Vegas), supplemented by recurring presence at major gaming trade shows including G2E, G2E Asia, MGS, NIGA, and IGA. Manufacturing and sales licenses are held in Macau (2014), Philippines (2014), and Nevada (2017), with active commercial deployments across Asian integrated resorts (Galaxy Macau, MGM Macau, MGM COTAI, Venetian Macao, Okada Manila) and US casino floors (over 1,000 Genesis Crest units across Nevada, California, Oklahoma, and Florida). The company employs 51-100 people and won the 2025 EKG Slot Awards 'Top Performing New Core Cabinet' for Genesis Atmos — the first Japanese company to receive that recognition. In May 2025, the parent extended the business into digital/iGaming through the acquisition of GAN.
Sega Sammy Creation firmographics
Firmographics- Name
- Sega Sammy Creation
- Legal name
- SEGA SAMMY CREATION INC.
- Website
- https://segasammycreation.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Sega Sammy Creation Inc. is a Tokyo-headquartered subsidiary of Sega Sammy Holdings that designs, manufactures, and sells casino slot cabinets and electronic table games to commercial casino operators and integrated resorts across Asia (Macau, Philippines, Vietnam, South Korea) and North America (USA).
- Ownership category
- akta.pro rank
Sega Sammy Creation industry classification
Industry- Product category
- Casino Gaming Equipment
- NAICS
- Casinos (except Casino Hotels) (71321), Gambling Industries (7132)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Computer Terminals (3575)
- akta.pro primary industry
- Slot & VLT Cabinets, Components & Conversion Kits (MPAEANAD)
- akta.pro secondary industry
- Casino Table Equipment & Layouts (Tables, Racks, Shufflers, Layout Felts) (MPAEANAA)
Keywords
Where Sega Sammy Creation is headquartered
LocationHeadquarters
- HQ city
- Nishi-shinagawa
- HQ country
- Japan
- HQ region
- Asia
Offices2 records
Markets served
Sega Sammy Creation business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- Gaming Machine Hardware Sales: Sale of proprietary gaming cabinets (Genesis Atmos, Genesis Crest, Genesis Crest 43J, Genesis Nova, Genesis Star, Genesis Slant) to casino operators. Physical hardware sold as capital equipment.
- Gaming Content/Software Licensing: Proprietary game software titles sold with cabinets or separately. Includes slot games (Railroad Riches, Extreme Wild, Mighty Diamonds, Winning Cash, Fa Fa Jin Lun, etc.) and electronic table games (Baccarat Maximum Fortune, Sic Bo Maximum Fortune, Roulette Maximum Fortune, Maximum Fortune Collection).
- Customer Support and Maintenance Services: Customer support services for defect handling, parts replacement, and technical assistance for installed gaming machines. Form available for reporting defects, requesting parts.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Sega Sammy Creation product offering
Product offeringCore offering
Sega Sammy Creation develops, manufactures, and sells casino gaming machine products, including a portfolio of Genesis series slot cabinets (Atmos, Crest, Crest 43J, Nova, Star, Slant) and Maximum Fortune series electronic table games (Baccarat, Sic Bo, Roulette, and a multi-game collection). Products incorporate proprietary game content, including SEGA-branded IP titles, and are sold B2B to licensed casino operators and integrated resorts in Asia and North America.
Product overview
Sega Sammy Creation manufactures casino gaming machines including a portfolio of gaming cabinets (Genesis series: Atmos, Crest, Crest 43J, Nova, Slant, Star) and electronic table games (Maximum Fortune series: Baccarat, Roulette, Sicbo, plus Maximum Fortune Collection multi-game system). The company produces video slot games featuring SEGA IP (Virtua Fighter, House of the Dead, NiGHTS, Persona 5) and original titles. Their products are sold in Asia (Macau, Philippines, Vietnam, South Korea) and North America (USA) markets, with gaming equipment manufacturing licenses in Macau (2014), Philippines (2014), and Nevada (2017).
Differentiator
Problem solved
Functional benefit
Brands
- Genesis: Slot machine cabinet product line including Genesis Atmos, Genesis Crest, Genesis Slant, Genesis Star, Genesis Nova models.
- Maximum Fortune
- Genesis Atmos
Products and services
- Genesis Atmos Slot machine cabinet featuring the largest in-class 55-inch 4K curved display, dynamic sound system, individually controlled dual LED lighting lines, optional 27-inch LED topper, and a minimal 800mm x 700mm footprint designed for easy maintenance. Sold to casino operators for deployment on casino floors.
- Genesis Crest Portrait-type slot cabinet with a 49-inch 4K touchscreen monitor designed for ergonomic player positioning and premium gaming experience. Sold to casino operators in the USA and licensed markets.
- Genesis Crest 43J Compact portrait-type slot cabinet with a 43-inch J-curved 4K touchscreen, wireless phone charger, and separate stacker door for serviceability. Sold to casino operators, primarily in Asian markets.
- Genesis Nova Compact slot cabinet with a 43-inch C-curved monitor, SOEN premium sound system, detachable topper for flexible floor placement, extra-wide LED lighting, and a slim 560mm depth (compared to the 650-700mm industry standard). Sold to casino operators.
- Genesis Slant Slant-type slot cabinet with a 32-inch upper and 21.5-inch main touchscreen monitor, durable aluminum face panel, and custom box speakers for immersive sound. Sold to casino operators.
- Genesis Star Upright slot machine cabinet featuring patent-pending neon-style LED lighting, industry-first vibrating spin button with full-color LED, asymmetric control panel for ergonomic play, and easy maintenance slide-hinge design. Sold to casino operators.
- Maximum Fortune Collection Standalone multi-electronic table game (ETG) combining Baccarat, Roulette, and Sic Bo in one cabinet with game-switching capability. Supports Commission/Non-Commission Baccarat and Single/Double/Triple Zero Roulette rule variations. Sold to casino operators and integrated resorts.
- Baccarat Maximum Fortune Standalone electronic baccarat game featuring a patent-pending game skip function (Quick Results Display), realistic card squeeze simulation, Lucky 6 side bet, and SAS 6.02 Casino Management System compatibility. Sold to casino operators.
- Sicbo Maximum Fortune Standalone electronic Sic Bo game with an odds-up feature and a 'reveal dice' function allowing players to reveal dice results progressively by pressing the action button. Sold to casino operators.
- Roulette Maximum Fortune Standalone electronic roulette game with four history display modes on a 32-inch upper monitor, supporting both standard and racetrack betting layouts. Sold to casino operators.
- Sicbo Bonus Jackpot Large-scale electronic Sic Bo game featuring an original jackpot bonus, floating dice animation, and dragon-themed display. Supports up to 100 players simultaneously at terminal units. Sold to casino operators.
- Exciting Baccarat Video baccarat game featuring the progressive jackpot side bet 'EXCITING REWARD', user-adaptive squeeze detection algorithms, and dynamic payout features. Sold to casino operators and integrated resorts.
Companies that use Sega Sammy Creation
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles1 record
Sega Sammy Creation technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
Sega Sammy Creation partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- BMM (Betting Gaming & Leisure)coreRegulatory certification partner. BMM certified Sega Sammy Creation's SICBO BONUS JACKPOT machine against Macau regulations and GLI standards in 2014, enabling global market entry.
- GLI (Gaming Laboratories International)coreGaming equipment testing and certification organization. GLI standards are adopted globally and serve as basis for government gaming regulations. Sega Sammy Creation products certified to GLI standards.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Sega Sammy Creation competitors and assessment
Company assessmentDirect peers
- IGT (International Game Technology): Global leader in casino gaming machines, slot content, and lottery systems. Directly comparable to Sega Sammy Creation in slot cabinet hardware, game content, and electronic table games, with much larger scale.
- Aristocrat Leisure Limited: Australian gaming machine manufacturer with leading slot cabinet portfolio (MarsX, Arc, Neptune). Directly competes in US and Asian slot machine markets with comparable premium cabinet strategy.
- Light & Wonder: Major gaming machine manufacturer (formerly Scientific Games) producing slot cabinets and table products across land-based and digital channels. Directly comparable in slot machine manufacturing and casino content.
- Konami Gaming: Japanese-origin competitor with strong US slot cabinet presence (DimENSION, KX 43). Closely comparable as a Japan-based slot machine manufacturer competing in Asian and North American markets.
- AGS (PlayAGS): US-focused slot machine and table products manufacturer with comparable premium cabinet strategy (Spectra UR43, Orion). Direct competitor in North American casino floor placements.
- Everi Holdings: Casino gaming equipment manufacturer offering slot cabinets and electronic table games. Direct competitor in casino floor hardware with similar B2B operator sales model.
- Interblock: Specialist manufacturer of electronic table games (ETGs) for casinos globally. Closely comparable to Sega Sammy Creation's Maximum Fortune ETG product line in Baccarat, Roulette, and Sic Bo.
- Ainsworth Game Technology: Australian slot machine manufacturer with US and Asian market presence. Comparable as a mid-scale slot cabinet competitor targeting similar operator customers.
- Universal Entertainment Corporation: Japanese gaming machine manufacturer with casino slot ambitions and existing pachinko/pachislot heritage. Closely comparable as a Japan-headquartered slot manufacturer expanding into Asian casino markets.
Broad incumbents
- Merkur Gaming: European gaming machine manufacturer with growing international presence. Comparable slot cabinet offering but primarily serves European and Latin American markets with limited US/Asia overlap.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Sega Sammy Creation social profiles
Digital presenceSega Sammy Creation compliance and trust
Trust signalCompliance4 records
Sega Sammy Creation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sega Sammy Creation leadership team
Management profileNumber of profiles
Profiles1 record
Sega Sammy Creation subsidiaries and ownership
Company hierarchySubsidiaries2 records
Sega Sammy Creation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sega Sammy Creation M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sega Sammy Creation
What does Sega Sammy Creation do?
Sega Sammy Creation develops, manufactures, and sells casino gaming machine products, including a portfolio of Genesis series slot cabinets (Atmos, Crest, Crest 43J, Nova, Star, Slant) and Maximum Fortune series electronic table games (Baccarat, Sic Bo, Roulette, and a multi-game collection). Products incorporate proprietary game content, including SEGA-branded IP titles, and are sold B2B to licensed casino operators and integrated resorts in Asia and North America.
Is Sega Sammy Creation a public or private company?
Sega Sammy Creation is a private company. It is classified as corporate owned and is currently operating.
When was Sega Sammy Creation founded?
Sega Sammy Creation was founded in 2013. It employs 51 to 100 people.
Where is Sega Sammy Creation based?
Sega Sammy Creation is headquartered in Nishi-shinagawa, Japan, in the Asia region.
How does Sega Sammy Creation make money?
Three revenue lines are on record. Gaming Machine Hardware Sales are the primary driver. The others are gaming Content/Software Licensing and customer Support and Maintenance Services.
Who are Sega Sammy Creation's main competitors?
Direct peers on record are IGT (International Game Technology), Aristocrat Leisure Limited, Light & Wonder, Konami Gaming, AGS (PlayAGS), Everi Holdings, Interblock, Ainsworth Game Technology and Universal Entertainment Corporation. Merkur Gaming is listed as a broad incumbent.
Does Sega Sammy Creation have an API?
No public API is recorded for Sega Sammy Creation.
What industry is Sega Sammy Creation in?
Sega Sammy Creation's product category is Casino Gaming Equipment. Its primary akta.pro industry code is MPAEANAD, Slot & VLT Cabinets, Components & Conversion Kits, with a secondary code of MPAEANAA, Casino Table Equipment & Layouts (Tables, Racks, Shufflers, Layout Felts). Its NAICS code is 71321 and its SIC code is 3944.