Sega Sammy Creation

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.

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

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

• Casino gaming machines
• Slot machine cabinets
• Electronic table games
• Gaming machine manufacturing
• Casino equipment

Headquarters

HQ city

Nishi-shinagawa

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. 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.
2. 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).
3. 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

Core 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.

Named customers7 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Two partnerships are on record, tiered core.

• BMM (Betting Gaming & Leisure)coreOthersRegulatory 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)coreOthersGaming 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

Direct 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

• Facebookfacebook.com/segasammycreation
• LinkedInlinkedin.com/company/segasammycreation

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sega Sammy Creation