Phoenix

Sega Sammy Holdings Integrated Report 2025

Sega Sammy Holdings’ 2025 Integrated Report details a transformative strategic shift aimed at establishing a more balanced and resilient business portfolio.

• Sega Sammy is restructuring into a three-pillar business model comprising Entertainment Contents, Pachislot & Pachinko, and a new Gaming Business to reduce reliance on volatile domestic markets.
• The Entertainment Contents segment generated ¥321.5 billion of the Group's ¥428.9 billion total FY2025 net sales, driven by a transmedia strategy utilizing IPs like Sonic, Persona, and Like a Dragon.
• The company is aggressively entering the North American iGaming and B2B casino markets through over ¥130 billion in acquisitions, including Rovio, GAN, and Stakelogic.