List Of Sega Software Development Studios
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This is a list of development studios owned by
Sega is a Japanese video game company and subsidiary of Sega Sammy Holdings headquartered in Tokyo. It produces several List of best-selling video game franchises, multi-million-selling game franchises for arcade game, arcades and video game cons ...
, a Japanese
video game developer A video game developer is a software developer specializing in video game development – the process and related disciplines of creating video games. A game developer can range from one person who undertakes all tasks to a large business with em ...
and
publisher Publishing is the activities of making information, literature, music, software, and other content, physical or digital, available to the public for sale or free of charge. Traditionally, the term publishing refers to the creation and distribu ...
based in Tokyo, Japan. Sega itself is a development studio of
Sega Sammy Holdings (also known as the Sega Sammy Group or simply as Sega Sammy) is a Japanese global holding company and Conglomerate (company), conglomerate formed from the Mergers and acquisitions, merger of Sega and Sammy Corporation in 2004. Both companies ...
, a company formed in 2004 after it merged with Sammy. Accompanied with the list is their history of game development. Also included are the companies that Sega has acquired over the years. For a full list of games developed and published by Sega, see
List of Sega video games The following is a list of video games developed and published by Sega. Included are all games published on their own platforms as well as platforms made by other manufacturers and PC. It does not include games made by third parties on Sega's pl ...
, List of Sega mobile games and
List of Sega arcade games The following is a list of arcade games developed and published by Sega, many on their arcade system boards. In addition to making its own games, Sega has licensed out its arcade systems to third party publishers. This list comprises all of the ga ...
.


1960–1990

During the early 1960s, Sega had around 40 developers. One of the developers was Hisashi Suzuki, who previously was in charge of autodesign at Tokyu Kogyu Kurogane, he changed jobs to Sega in 1964, which then was called Nihon Goraku Bussan. As the company grew, Suzuki recalls about eight departments dedicated to development, which were arcades, arcade cabinets and consumer products. Sega rarely outsourced their games, much like
Namco was a Japanese multinational video game and entertainment company founded in 1955. It operated video arcades and amusement parks globally, and produced video games, films, toys, and arcade cabinets. Namco was one of the most influential c ...
and
Taito is a Japanese company that specializes in video games, Toy, toys, arcade cabinets, and game centers, based in Shinjuku, Tokyo. The company was founded by Michael Kogan in 1953 as the importing vodka, Vending machine, vending machines, and Juk ...
, as it was hard to find other companies that could do design, manufacturing, marketing and maintenance all at once. Another early developer was Hideki Sato, who joined 1971. Sato has recalled that when he joined Sega, they were making pinball tables and electro-mechanical games, however still mainly sold jukeboxes. He became part of a development team that mainly had around 20 people. Sato was initially assigned to the part that made pinball tables, which were imported from America, but had modifications done to them so they would be more fun. Sega at that time was owned by a foreign company and led by David Rosen. Rosen brought ''
Pong ''Pong'' is a 1972 sports video game developed and published by Atari for arcades. It is one of the earliest arcade video games; it was created by Allan Alcorn as a training exercise assigned to him by Atari co-founder Nolan Bushnell, but B ...
'' from
Atari Atari () is a brand name that has been owned by several entities since its inception in 1972. It is currently owned by French holding company Atari SA (formerly Infogrames) and its focus is on "video games, consumer hardware, licensing and bl ...
to the Japanese offices, which impressed Sato. The developers quickly researched how games with TV's were made, and thus Sega quickly brought its first video game to market with ''Pong Tron'' in 1973.
Hayao Nakayama is a Japanese businessman and was the former President and CEO of Sega Enterprises, Ltd from 1983 to 1999. Early life and career Nakayama was born into a family of doctors, and was expected to pursue medicine as a career. However, Nakayama ...
, who later became president, joined Sega after the purchase of game distribution company Esco Trading. According to Sato, Nakayama was more than just a manager, he had helpful input into games like ''Monaco GP'' as well, as he firmly understood the business of games and that the development division is the most important part of a company. Sega learned a lot about programming and software after purchasing
Gremlin Industries Gremlin Industries was an American arcade game manufacturer active from 1970 to 1983, based in San Diego, California. It was acquired by Sega in 1978, and afterwards was known as Gremlin/Sega or Sega/Gremlin. Among Sega/Gremlin's most notable ...
in 1978, which was located in
San Diego San Diego ( , ) is a city on the Pacific coast of Southern California, adjacent to the Mexico–United States border. With a population of over 1.4 million, it is the List of United States cities by population, eighth-most populous city in t ...
. It was because of this purchase that Sega began using
printed circuit board A printed circuit board (PCB), also called printed wiring board (PWB), is a Lamination, laminated sandwich structure of electrical conduction, conductive and Insulator (electricity), insulating layers, each with a pattern of traces, planes ...
s for games. Sega's first arcade board was the System 1, which debuted with Star Jacker. It was developed by Sato and was their first standardized arcade board; before then, each game had individually customized hardware. Home computers became an interest of Nakayama, as the
MSX MSX is a standardized home computer architecture, announced by ASCII Corporation on June 16, 1983. It was initially conceived by Microsoft as a product for the Eastern sector, and jointly marketed by Kazuhiko Nishi, the director at ASCII Corpo ...
was becoming popular. Consequently, a small team of three people were involved in creating the SC-3000. The game capabilities of it were turned into the SG-1000, the first home console of Sega, which was made after Sega learned about Nintendo's plans to release the
Famicom The Nintendo Entertainment System (NES) is an 8-bit home video game console developed and marketed by Nintendo. It was first released in Japan on 15 July 1983 as the and was later released as the redesigned NES in several test markets in the ...
. At the same time the System 2 arcade hardware was developed, this time by hardware engineer Hiroshi Yagi. Yagi had first worked at Sega during the 1970s on early solid state-based pinball, but briefly left to work at
Honda commonly known as just Honda, is a Japanese multinational corporation, multinational Conglomerate (company), conglomerate automotive manufacturer headquartered in Minato, Tokyo, Japan. Founded in October 1946 by Soichiro Honda, Honda has bee ...
, before returning with the full approval of Sato. The new console Sega Mark III, called Sega Master System overseas, was made with the purpose that System 1 and 2 arcade games could easily be ported. It was thought that spreading home hardware while also developing more powerful arcade hardware would make players go to an actual arcade, and that this would create a virtuous cycle. System 2 was also able to display multiple screens, a capability which was used in a horse racing
medal game are a type of arcade game commonly found in amusement arcades and casinos, especially in Japan. In order to play a medal game, a customer must first exchange their cash into medals (metal coins, much like an arcade token). The rate of medals ...
called ''Super Derby.'' This was useful for the development of the Sega Game Gear, which released in 1990. Since 1985, the
Motorola 68000 The Motorola 68000 (sometimes shortened to Motorola 68k or m68k and usually pronounced "sixty-eight-thousand") is a 16/32-bit complex instruction set computer (CISC) microprocessor, introduced in 1979 by Motorola Semiconductor Products Sector ...
was used in arcades, and it was modified to suit home consoles, which resulted in the
Mega Drive The Sega Genesis, known as the outside North America, is a 16-bit Fourth generation of video game consoles, fourth generation home video game console developed and sold by Sega. It was Sega's third console and the successor to the Master Sys ...
in 1988, called Sega Genesis in North America when it released a year later. According to Sato this was when Sega began sharing the know-how between arcade and home hardware. Sega also increased the amount of female customers in arcades with the UFO Catcher, an improved type of crane game that existed before, and acquiring the ''
Tetris ''Tetris'' () is a puzzle video game created in 1985 by Alexey Pajitnov, a Soviet software engineer. In ''Tetris'', falling tetromino shapes must be neatly sorted into a pile; once a horizontal line of the game board is filled in, it disa ...
'' license for arcades. In terms of software developers, Yoji Ishii joined 1978, and was involved in sound engineering on various titles like '' Monaco GP'' and ''
Zaxxon is a scrolling shooter game developed and released by Sega as an arcade video game. It had a limited release in December 1981, followed by a wide release in January 1982. In the game, the player pilots a ship through heavily defended space fortr ...
,'' before being involved in the planning section working on early arcade titles like ''
Up'n Down ''Up'n Down'' is an arcade video game developed by Sega and released in 1983. It was ported to the Atari 2600, ColecoVision, Atari 8-bit computers, and Commodore 64. In ''Up'n Down'', the player drives a car forward and backward along a branchin ...
'', ''Sindbad Mystery'', ''
Flicky is a platform game developed by Sega and released as an arcade video game in May 1984. It was licensed to Bally Midway for distribution in the United States. In ''Flicky'', the player controls the eponymous blue bird and must gather all the sma ...
,'' '' Teddy Boy Blues'' and ''
Fantasy Zone is a 1986 horizontally scrolling shooter video game developed and published by Sega for Arcade video game, arcades. It is the first game in the ''Fantasy Zone'' series. It was later ported to a wide variety of consoles, including the Master S ...
''. He also worked with
Yu Suzuki is a Japanese game designer, producer, programmer, and engineer, who headed Sega's AM2 team for 18 years. Considered one of the first auteurs of video games, he has been responsible for a number of Sega's arcade hits, including three-dimensi ...
on his titles later on, and then moved on to management duties. Yu Suzuki joined in 1983, and after a year of doing chores and developing ''Champion Boxing'', he was developing big sensory cabinet games like ''Hang-On, Space Harrier, OutRun'' and ''After Burner''. Each took about six months. According to Hisashi Suzuki, it was the environment of being able to do everything in-house that made these kind of cabinets possible.
Yuji Naka , credited in some games as YU2, is a Japanese video game designer and programmer. He is the co-creator of the ''Sonic the Hedgehog'' series and was the president of Sonic Team at Sega until his departure in 2006. Naka joined Sega in 1984 and w ...
joined the company alongside Hiroshi Kawaguchi, and was part of the team that developed software for the SC-3000, the PC Division, which according to Naka had about fifteen developers. Only some games were outsourced to Compile, all the software was done in-house. Software developers were only around 50 people at most, 20 or 30 for hardware-related matters. The pace of software development was to develop one game every one to two months, Yuji Naka recalls bragging with Yu Suzuki who worked more overtime, and it was usual to work at weekends too, as they were essentially living at the company. Mark Cerny, the only foreigner in development, recalls the company was very much a sweatshop, saying "It's one programmer, one artist, three months. That's a game. The Tokyo group made about 40 games, from which about only two could be played and enjoyed". Hideki Sato said much of the same, saying that the company was lagging behind the arcade experience of the company. Naka already had a reputation as a great programmer early on. He desired to make games that were not possible on Nintendo hardware, or to port arcade games from more powerful hardware. Examples of this include the 3D Dungeons of ''
Phantasy Star is a series of console role-playing video games and other supplementary media created by Sega. The series debuted in 1987 on the Master System with '' Phantasy Star'', and continues into the present with ''Phantasy Star Online 2'' and other ex ...
,'' the Mark III version of '' Hokuto no Ken'' (overseas known as '' Black Belt'') or ports of the arcade games ''
Space Harrier is a third-person arcade rail shooter game developed by Sega and released in 1985. It was originally conceived as a realistic military-themed game played in the third-person perspective and featuring a player-controlled fighter jet, but techni ...
'', ''
Super Thunder Blade ''Super Thunder Blade'' is a 1988 Rail shooter, rail shooter game developed and published by Sega for the Sega Genesis. It sees players controlling a helicopter as they gun down military vehicles in various different environments. The gameplay f ...
'' and the Capcom game ''
Ghouls 'n Ghosts ''Ghouls 'n Ghosts'', known as in Japan, is a 1988 platform video game developed and published by Capcom for arcades. It is the sequel to '' Ghosts 'n Goblins'' and the second game in the '' Ghosts 'n Goblins'' series. It was a commercial suc ...
''. However it was the development plan of making "a game to beat Mario" that caught the attention of a superior of Naka, which started the development of ''
Sonic the Hedgehog is a video game series and media franchise created by the Japanese developers Yuji Naka, Naoto Ohshima, and Hirokazu Yasuhara for Sega. The franchise follows Sonic the Hedgehog (character), Sonic, an anthropomorphic blue hedgehog who battle ...
''. The Genesis generally marked a turning point were more original software for consoles began development such as ''
Alex Kidd in the Enchanted Castle is a side-scrolling platform game developed and published by Sega for the Genesis. It is the only 16-bit platform game starring Alex Kidd, and the fifth game in the ''Alex Kidd'' series of video games. ''Alex Kidd in the Enchanted Castle'' follo ...
'', '' The Revenge of Shinobi'', ''
Phantasy Star II is a science fantasy role-playing video game developed and published by Sega for the Sega Genesis. It was released in Japan in 1989 and North America and Europe in 1990. It was later ported to a variety of different platforms. An updated remake ...
'' and '' Sword of Vermillion''.


Early development


1983–1990


1991–1999

Yu Suzuki was the first to branch out, with his own studio called Studio 128. After that, many more departments followed, all of which had their roots in R&D1. Hisao Oguchi recalls up to six departments; according to him the environment was extremely competitive. Hisashi Suzuki often asked "what's new?" and had a desire of the development teams to be "first in the world" when looking at their game pitches. Hayao Nakayama had harsh opinions on the developers that didn't make money in the arcades, and thus supported developers like Yu Suzuki, who created many hits. Nakayama gave an order to develop a title better than ''
Street Fighter II is a 1991 fighting game developed and published by Capcom for arcade game, arcades. It is the second installment in the ''Street Fighter'' series and the sequel to 1987's ''Street Fighter (video game), Street Fighter''. Designed by Yoshiki O ...
'' by
Capcom is a Japanese video game company. It has created a number of critically acclaimed and List of best-selling video game franchises, multi-million-selling game franchises, with its most commercially successful being ''Resident Evil'', ''Monster ...
''.'' Namco had also paced ahead in the arcade industry with '' Winning Run.'' To catch up, Suzuki purchased SGI IRIS workstations from
Silicon Valley Silicon Valley is a region in Northern California that is a global center for high technology and innovation. Located in the southern part of the San Francisco Bay Area, it corresponds roughly to the geographical area of the Santa Clara Valley ...
to develop ''
Virtua Racing ''Virtua Racing'' or ''V.R.'' for short, is a Formula One racing video game developed by Sega AM2 and released for arcade game, arcades in 1992. ''Virtua Racing'' was initially a proof-of-concept application for exercising a new 3D graphics plat ...
,'' which in turn led to ''
Virtua Fighter is a series of fighting games created by Sega AM2 and designer Yu Suzuki. The original ''Virtua Fighter (video game), Virtua Fighter'' was released in December 1993 and has received four main sequels and several spin-offs. The highly influential ...
,'' and both satisfied Nakayama's expectations. In collaboration with GE, the
Sega Model 2 Sega is a video game developer, publisher, and hardware development company headquartered in Tokyo, Japan, with multiple offices around the world. The company's involvement in the arcade game industry began as a Japan-based distributor of coin- ...
and
Sega Model 3 Sega is a video game developer, publisher, and hardware development company headquartered in Tokyo, Japan, with multiple offices around the world. The company's involvement in the arcade game industry began as a Japan-based distributor of coin- ...
arcade hardware was made possible, and produced further games with very advanced graphics such as '' Daytona USA'', building on newer AM2 hire
Toshihiro Nagoshi is a Japanese video game producer, director and designer. He was the chief creative officer for Sega until 2021 when he became creative director. He went on to be the general director of Ryu Ga Gotoku Studio, and later became a member of t ...
's previous experience directing ''Virtua Racing''. Multiplayer action and sports titles were also made possible with '' Virtua Striker,'' '' Virtua Cop'' and '' SpikeOut''. On the opposite trend, Hisao Oguchi of AM3, which broke away from AM1 following AM2's success, was aiming to make games for couples, as well as aiming for a "cool" rather than
otaku is a Japanese word that describes people with consuming interests, such as anime, manga, video games, computers or other highly enthusiastic hobbies. Its contemporary use originated with a 1983 essay by Akio Nakamori in '' Manga Burikko''. ...
-like feel. AM3 developer
Mie Kumagai is a Japanese video game producer. She began working at Sega in 1993 as an amusement park attraction planner and transferred to the arcade game, arcade division of its Sega AM3, AM3 studio two years later. When this studio's boss, Hisao Oguchi, w ...
, who later garnered attention later on as a female manager of a development department, shared this sentiment, believing "the future of arcades cannot be boys only". '' Rail Chase,
Jurassic Park ''Jurassic Park'', later referred to as ''Jurassic World'', is an American science fiction media franchise created by Michael Crichton, centered on a disastrous attempt to create a theme park of De-extinction#Cloning, cloned dinosaurs. It bega ...
, Jambo! Safari, Top Skater'' and a variety of sports games such as '' Virtua Tennis'', were part of this direction. However, most of the income at arcades in Japan still came from core players rather than casuals, with AM3 scoring one of its biggest hits in the form of '' Virtual On: Cyber Troopers''. AM3 also succeeded by establishing Tetsuya Mizuguchi and Kenji Sasaki in game development at Sega on the acclaimed '' Sega Rally Championship''; they had both previously made ride films for Sega's large AS-1 motion simulator, and broke off into their very own unit, AM Annex, following the popularity of Rally (a benefit similarly given to Nagoshi for ''SpikeOut''). After their success with ''UFO Catcher'' prize games and ''Tetris'', Sega's next hit in the arcade market with women ultimately came in the ''Print Club'' photo booths, co-developed by the arcade cabinet team AM4 with
Atlus is a Japanese video game developer, video game publisher, publisher, Arcade game, arcade manufacturer and distribution company based in Tokyo. A subsidiary of Sega, the company is known for the ''Megami Tensei'', ''Persona (series), Persona'' ...
. This established ''purikura'' in Japan. Sega's arcade hardware development side additionally grew, with teams splitting off from the existing AM4 department in a similar way to AM2 and AM3. These included AM5, whose personnel at first originated a line of kiddie rides with monitors, but went on to instead make large scale attractions for Sega's attempts at the theme park business with
Joypolis is a chain of indoor amusement parks created by Sega and run by CA Sega Joypolis. Beginning on July 20, 1994 with the original location sited in Yokohama, Japan, Joypolis centers have since opened in several cities in Japan and later China. Th ...
,
SegaWorld London SegaWorld London was an indoor theme park located inside the London Trocadero in London, England. The venue opened in September 1996 and operated as a joint-venture between Chorion (company), Chorion, then-owners of the Trocadero, and Sega. At 1 ...
and
Sega World Sydney Sega World Sydney was an indoor high-tech amusement park that operated for almost four years, in Sydney. The theme park was built as the flagship tenant of the Darling Walk complex in Darling Harbour, and was designed and themed by gaming compan ...
, led by Nakayama in another effort to compete with Namco, as well as
Disney The Walt Disney Company, commonly referred to as simply Disney, is an American multinational mass media and entertainment industry, entertainment conglomerate (company), conglomerate headquartered at the Walt Disney Studios (Burbank), Walt Di ...
. Building off of the motion base of the AS-1 simulator, their attractions included the VR-1, an early example of
Virtual Reality Virtual reality (VR) is a Simulation, simulated experience that employs 3D near-eye displays and pose tracking to give the user an immersive feel of a virtual world. Applications of virtual reality include entertainment (particularly video gam ...
made with support from AM4, 3, and
Virtuality Virtual reality (VR) is a simulated experience that employs 3D near-eye displays and pose tracking to give the user an immersive feel of a virtual world. Applications of virtual reality include entertainment (particularly video games), edu ...
. Masao Yoshimoto, who joined in 1987, and developed the R360 among many other arcade cabinets, recalled this period as the golden age of Sega, when both advanced graphics and big motion sensitive simulators such as the ones for '' Manx TT Superbike'' and '' WaveRunner'' were made possible. Putting to use what Naka learned by porting ''Ghouls 'n Ghosts'' to the Genesis, he went on to develop ''
Sonic the Hedgehog is a video game series and media franchise created by the Japanese developers Yuji Naka, Naoto Ohshima, and Hirokazu Yasuhara for Sega. The franchise follows Sonic the Hedgehog (character), Sonic, an anthropomorphic blue hedgehog who battle ...
'', along with artist
Naoto Ohshima (born February 26, 1964) is a Japanese video game designer and artist, best known for designing Sonic the Hedgehog and Dr. Eggman from Sega's ''Sonic the Hedgehog'' franchise. Although Yuji Naka made a tech demo around which ''Sonic'' gameplay ...
and designer
Hirokazu Yasuhara , also credited as Carol Yas, is a Japanese video game designer. He is best known for designing the gameplay and stages of the initial ''Sonic the Hedgehog'' video games for Sega Genesis in the 1990s, based on technical demos and engines programme ...
. Sonic had a much bigger development period than other Sega games at the time, with Mark Cerny recalling it having ten months development time, and three core developers instead of two. Naka himself worked on it for one year and a half, and did not work on any other games in the meantime, in contrast to the frequent releases he had before. Sega of America marketing strategies made Sonic the Hedgehog a success for Sega, causing them to have 61% market share in North America with their Genesis consoles. Naka quit Sega due to him feeling that he did not get enough appreciation for his work on Sonic, but then was invited by Mark Cerny to join his development group, the Sega Technical Institute, and he along with ten other developers went to Sega of America and developed the sequels ''
Sonic 2 is a 1992 platform game developed by Sega Technical Institute (STI) for the Sega Genesis. Players control Sonic as he attempts to stop Doctor Robotnik from stealing the Chaos Emeralds to power his space station, the Death Egg. Like the fi ...
'', '' Sonic 3'' and ''
Sonic & Knuckles is a 1994 platform game developed by Sega Technical Institute and published by Sega for the Sega Genesis. Players control Sonic the Hedgehog or Knuckles the Echidna in their quests to save Angel Island; Sonic tries to stop Doctor Robotnik fro ...
''. In addition to STI, Sega Interactive, Sega Midwest Studio and Sega Multimedia Studio were other studios that Sega of America established at this time, though their game development never progressed to the same capacity as Japan. As part of a concerted effort by Hayao Nakayama to supply the Mega Drive with more quality software funded by Sega, Japanese game development also expanded externally with second party studios such as SIMS, which was previously Sanritsu,
Treasure Treasure (from from Greek ''thēsauros'', "treasure store") is a concentration of wealth — often originating from ancient history — that is considered lost and/or forgotten until rediscovered. Some jurisdictions legally define what constit ...
, which consisted of ex-
Konami , commonly known as Konami, , is a Japanese multinational entertainment company and video game developer and video game publisher, publisher headquartered in Chūō, Tokyo, Chūō, Tokyo. The company also produces and distributes trading card ...
developers and debuted with the highly praised '' Gunstar Heroes'', and Sonic Software Planning!, which often worked with
Climax Entertainment was a Japanese video game development company. It was a small company, with just 20 staff in 1996. Climax got its start during the 16-bit era, primarily developing games for the Sega Genesis console. During the 32-bit era, some members of the t ...
. Other worldwide successes developed by the inhouse Japanese development group were '' Streets of Rage II'' and '' Phantasy Star IV'' which were appreciated in all parts of the world. The Mega CD was developed to get ahead in Japan, as the PC Engine was more popular and also had a CD drive. According to hardware developer Masami Ishikawa, Sega was able to increase performance and storage capacity, and thus became able to release better RPGs on it. The most famous title for the Mega CD was '' Sonic CD,'' developed in Japan without the involvement of Yuji Naka, although ideas were exchanged. CD was mainly developed by Naoto Ohshima, alongside staff gathered from all over Sega, many of them young. RPGs remained the most popular on consoles in Japan, and
Game Arts is a Japanese video game developer and publisher based in Chiyoda, Tokyo. Originally established in 1985 as a computer software company, it expanded into producing for a number of game console and handheld systems. Its President and CEO in 200 ...
' works were an important asset for Sega; however, those games as well as Sega's own ''Shining'' and ''Phantasy Star'' series were unable to truly compete with ''
Dragon Quest previously published as ''Dragon Warrior'' in North America until 2005, is a series of role-playing video games created by Japanese game designer Yuji Horii (Armor Project), character designer Akira Toriyama (Bird Studio), and composer Koi ...
,
Final Fantasy is a Japanese fantasy Anthology series, anthology media franchise created by Hironobu Sakaguchi which is owned, developed, and published by Square Enix (formerly Square (video game company), Square). The franchise centers on a series of fanta ...
'' and '' Ys I&II.'' This later led to their use of ''Virtua Fighter'' to create an RPG, since it was Sega's most popular IP in Japan, with the project eventually becoming ''
Shenmue is an action-adventure game series created, produced and directed by Yu Suzuki. '' Shenmue'' (1999) and ''Shenmue II'' (2001) were developed by Sega AM2 and published by Sega for the Dreamcast. ''Shenmue II'' was released in 2002 in Western m ...
''. Being behind on console in Japan motivated Sega to put resources into the Sega Saturn. The development team of the Saturn was the same that developed the System 32 arcade board. Sato regrets that he did not go with the Model 1 arcade hardware as a base, as he was too concerned of leaving all the developers behind that were focused on sprites rather than 3D, which were still the majority of developers outside of AM2. At one time Sega were supporting five different console hardwares, with the first and second CS departments focusing on Sega Saturn, the third and fourth on the Mega Drive as well as 32X and Mega CD. A fifth development department existed for Game Gear development and a sixth department existed for RPG's. Another department of about 40 people dedicated to porting games to PC was also established, as
Windows 95 Windows 95 is a consumer-oriented operating system developed by Microsoft and the first of its Windows 9x family of operating systems, released to manufacturing on July 14, 1995, and generally to retail on August 24, 1995. Windows 95 merged ...
became widespread in Japan. Including overseas staff and arcade developers, over 1000 developers were engaged in development at Sega. Sega Saturn projects were much larger in comparison to other teams at the time, scaling up from the five or ten people involved in Master System or Genesis games. An early large project was '' Panzer Dragoon,'' for which 30 people were involved. Yoji Ishii was transferred from arcade to console development by Nakayama in 1993, and many others from the arcades followed, making it up to several hundred developers involved in Sega Saturn software development. AM2 created a development environment for the Saturn, called the Sega Graphic Library, due to the console being difficult to make games for out of the box. Early on, the 3D capabilities were not shown off well with a lacking port of '' Daytona USA'' as well as '' Clockwork Knight'', which was mainly 2D. By 1995, the Saturn could compete very well with
PlayStation is a video gaming brand owned and produced by Sony Interactive Entertainment (SIE), a division of Japanese conglomerate Sony. Its flagship products consists of a series of home video game consoles produced under the brand; it also consists ...
in Japan with ports of ''Virtua Fighter 2, Virtua Cop'' and ''Sega Rally Championship''. Particularly ''Virtua Fighter 2'' became the first million-seller for Sega in Japan. RPG's like ''
Sakura Wars is a Japanese steampunk media franchise created by Oji Hiroi and owned by Sega. It is focused around a series of cross-genre video games. The first game in the series was released in 1996, with five sequels and numerous spin-off titles bein ...
, Magic Knight Rayearth'' and '' Dragon Force,'' anime license games such as ''
Neon Genesis Evangelion , also known as ''Evangelion'' or ''Eva'', is a Japanese mecha anime television series produced by Gainax and Tatsunoko Production, and directed by Hideaki Anno. It was broadcast on TV Tokyo and its affiliates from October 1995 to March 1 ...
'' and sports games also did very well in Japan. Yuji Naka returned to Japan and wanted to develop 3D games, after being sent videotapes of the games that Yu Suzuki was developing. Naka had no desire to develop for the Sega 32X, which was mainly spearheaded by Sega of America. Game producer Takayuki Kawagoe called the line-up for the 32X quite weak, as games like '' Knuckles Chaotix'' were previously just 16-bit titles, but praised the original titles such as '' Metal Head''. Naka, along with Naoto Ohshima developed ''
NiGHTS Into Dreams is a 1996 action game developed by Sonic Team and published by Sega for the Sega Saturn. The story follows the teenagers Elliot Edwards and Claris Sinclair, who enter Nightopia, a Dream world (plot device), dream world where all dreams take pl ...
'' and ''
Burning Rangers is a 1998 action game developed by Sonic Team and published by Sega for the Sega Saturn. Players control one of an elite group of firefighters, the Burning Rangers, who extinguish fires and rescue civilians in burning buildings in a futuristi ...
'', with the latter not having as much involvement from Naka. Much like how Sonic was made to succeed in America, NiGHTS was made to succeed in Europe, although that was the desire by the development team, rather than marketing. According to manager Hisashi Suzuki, the turning point was the release of ''
Final Fantasy VII is a 1997 role-playing video game developed by Square for the PlayStation. The seventh main installment in the ''Final Fantasy'' series, it was released in Japan by Square and internationally by Sony Computer Entertainment, becoming the first ...
.'' It and the influence of Dragon Quest was far too great for Sega to overcome. It did not only influence the fortune of Sega in console development, but also the relevancy of arcades was put into question as well, with ''
Fighters Megamix is a 1996 fighting video game developed by Sega AM2, a crossover between Sega's 3D arcade fighting games ''Virtua Fighter 2'' and '' Fighting Vipers'', with unlockable characters from several other AM2 games such as '' Virtua Cop 2'' and '' D ...
'' only being made for Saturn against a tight Christmas 1996 deadline to capitalize on a delay in its development. To combat ''Final Fantasy VII'', Team Andromeda, the team behind ''Panzer Dragoon'' was instructed to develop an RPG, which was '' Panzer Dragoon Saga''. At the time, Sega was involved with
Vivendi Vivendi SE (stylized in all lowercase) is a French investment company headquartered in Paris. It currently wholly-owns Gameloft as well as a number of investments in several companies, primarily involved in content, entertainment, media, and t ...
and Universal on
GameWorks GameWorks is a gaming-based entertainment center with a single location . It was owned by then-owner ExWorks Capital, each venue featured a wide array of video game arcades, in addition to full-service bars and restaurants. It was originally cre ...
, and thus had a connection to
Steven Spielberg Steven Allan Spielberg ( ; born December 18, 1946) is an American filmmaker. A major figure of the New Hollywood era and pioneer of the modern blockbuster, Spielberg is widely regarded as one of the greatest film directors of all time and is ...
, who visited the Sega offices and saw the prototype of ''
Shenmue is an action-adventure game series created, produced and directed by Yu Suzuki. '' Shenmue'' (1999) and ''Shenmue II'' (2001) were developed by Sega AM2 and published by Sega for the Dreamcast. ''Shenmue II'' was released in 2002 in Western m ...
,'' which was something that he was very impressed with. This caused Sega management to further support it. However, according to Hisashi Suzuki this meant Yu Suzuki leaving the arcade business to develop console projects, and no one was able to tame Yu Suzuki, which meant that the project went out of control. Shenmue went over budget and was rumored to have cost Sega over $50 million.
Isao Okawa (May 19, 1926 – March 16, 2001) was a Japanese businessman and the former chairman of Sega. History Okawa was born in Osaka, Japan. As a young adult, he studied at Waseda University in Tokyo. After graduating from Waseda, he formed Com ...
, the chairman of CSK, which was the parent company of Sega, said "let's try one more time", in regard to Sega hardware. ''
Sonic Adventure is a 1998 platform game developed by Sonic Team and published by Sega for the Dreamcast. It was the first main ''Sonic the Hedgehog'' game to feature 3D gameplay. It follows Sonic the Hedgehog (character), Sonic the Hedgehog, Miles "Tails" Pr ...
,
Virtua Fighter 3 is a 1996 fighting video game developed and published by Sega, the sequel to 1994's ''Virtua Fighter 2'' as part of the ''Virtua Fighter'' series. Released originally in arcades, ''Virtua Fighter 3'' was the first arcade game to run on the Se ...
,'' an early version of '' Skies of Arcadia'' and ''
Shenmue is an action-adventure game series created, produced and directed by Yu Suzuki. '' Shenmue'' (1999) and ''Shenmue II'' (2001) were developed by Sega AM2 and published by Sega for the Dreamcast. ''Shenmue II'' was released in 2002 in Western m ...
'' moved from Saturn to the new Dreamcast and in-house development for Sega Saturn completely halted in 1998. The NAOMI arcade hardware was developed to make porting titles to the Dreamcast without loss of quality. Therefore, home and arcade hardware became equal. Isao Okawa personally instructed Yuji Naka, to create an online game for the new Dreamcast. Naka released ''Chu Chu Rocket'' as a test for the online capabilities for the Dreamcast. The turnover of staff was the largest at Sega since 1986, as staff began to establish new companies such as
Artoon Artoon Co., Ltd. (株式会社アートゥーン Kabushiki-Gaisha Ātūn) was a Japanese video game developer established in 1999. It became a subsidiary of AQ Interactive in May 2004 and became a wholly owned subsidiary in June 2005. The team w ...
.
Visual Concepts Visual Concepts Entertainment is an American video game developer based in Novato, California. Founded in May 1988, the company is best known for developing Sports video game, sports games in the ''2K'' franchise, most recently ''NBA 2K'' and ' ...
was acquired by Sega of America to develop sports titles, while No Cliche was established by Sega Europe.


1991–1995


1996–1999


2000–2004

Sega's software development teams were split off into separate companies in April 21 of 2000. Each were headed by their own president with their own philosophies, and they were responsible for their own finances. A year later, Sega officially announced their withdrawal from the console hardware market on January 31, 2001, to develop games for other hardware. All the different companies established supported different consoles after ending support for the Dreamcast, with the Xbox being supported by WOW Entertainment, Hitmaker and Smilebit, the Gamecube being supported by Sonic Team and Amusement Vision and the PlayStation 2 being supported by Overworks, AM2, United Game Artists and Smilebit. Tetsuya Mizuguchi, head of United Game Artists, saw this initially as a move of Sega of being more similar to Hollywood, where distribution and development were becoming more and more separated. Toshihiro Nagoshi recalls this period as labour of love from Sega, "teaching the creatives the way of managing a business". Hisao Oguchi who lead Hitmaker, however, had a suspicion that this structure was made to ultimately separate the creators who were able to make profit and the ones who didn't, as they were many projects that didn't hit the mark, and at one point Sega was hiring hundreds of developers a year, effecting costs that were no longer manageable. Nonetheless, journalists praised the innovation of Sega's titles during this period as a "brief moment of remarkable creativity''. In the end, Yuji Naka, who lead Sonic Team, was considered to be the most successful in home software development, with Oguchi at Hitmaker being the arcade counterpart. Sonic Team produced the high selling ''Sonic'' games and '' Phantasy Star Online,'' which won several awards within the Japanese game industry''.'' Hitmaker originated the successful genre of card-based arcade games in Japan, which started with '' Derby Owners Club'''s support for game progression via IC cards, and continued with ''
World Club Champion Football ' is a Japanese football/soccer sports arcade video game and digital collectible card game released by Sega. The game is officially abbreviated as WCCF. It is the first arcade game to combine trading cards with a video game, establishing a new ...
'', which advanced the concept with a flat panel reader and library of cards for football players, giving it the added dimension of trading, among other titles like '' The Key of Avalon''. The card concept was subsequently adopted by other Sega teams for arcade games, with AM2 integrating IC card based progression into '' Virtua Fighter 4'' alongside additional early support for internet infrastructure under Hiroshi Kataoka, whilst the Mirai R&D department (headed by former Joypolis attraction developer Hiroshi Uemura) made the child-focused trading card titles '' Mushiking: The King of Beetles'' and '' Love & Berry: Dress up and Dance!.'' ''Mushiking'' and ''Love & Berry'' particularly supported Sega with very strong sales in the Japanese market. Amusement Vision, led by Toshihiro Nagoshi, was not very involved with Dreamcast games, however landed a hit with ''
Super Monkey Ball ''Super Monkey Ball'' is a series of Platformer, platform video games initially developed by Amusement Vision (now Ryu Ga Gotoku Studio) and published by Sega. The series debuted in 2001 with the arcade game ''Monkey Ball'', which was ported to ...
'' on the Nintendo Gamecube and was involved with Nintendo management when dealing with them for the development of '' F-Zero GX''. Nagoshi observed Nintendo management from the bottom all the way to the top, and was very surprised with how uniform the opinions at the company were, saying "no wonder we lost!". This activity also made him very favourable for a management position within Sega. However, Nagoshi saw himself as sort of an in-between of Oguchi and Naka, and not on the same level as them. Sega did not make any further custom hardware on its own after the Sega Hikaru arcade board, however many tenured engineers continued to work on Sega arcade technologies such as its card systems, internet infrastructure and future arcade boards such as the Xbox-based Chihiro. Many hardware developers also joined
pachinko is a mechanical game originating in Japan that is used as an arcade game, and much more frequently for gambling. Pachinko fills a niche in Gambling in Japan, Japanese gambling comparable to that of the slot machine in the West as a form of l ...
and pachislot company Sammy Corporation, who soon merged with Sega. Hideki Sato pushed for leftover Dreamcast parts being used as displays in the machines that Sammy develops, including the very successful ''
Fist of the North Star is a Japanese manga series written by Buronson and illustrated by Tetsuo Hara. It was serialized in Shueisha's manga magazine ''Weekly Shōnen Jump'' for 245 issues published from 1983 to 1988 and initially collected in 27 volumes ...
'' pachinko machines. In 2003, Oguchi became president of Sega, and multiple studios were merged into another, as several developers left Sega during the era of spinning off their development studios. These included Rikiya Nakagawa from WOW Entertainment (which took on Overworks) and Mizuguchi from United Game Artists (which merged into Sonic Team). Though responsible for the successful '' Initial D: Arcade Stage'', Sega Rally director Kenji Sasaki's studio Sega Rosso was also merged, returning to AM3 successor Hitmaker; Sasaki left Sega by 2005 to form his own independent studio Bitster, and went on to collaborate with Sega again in subsequent decades. Yu Suzuki departed AM2 to form his own studio, Digital Rex, but within Sega. The development studios merged back into Sega on July 1 of 2004. Visual Concepts was sold to Take Two Interactive in 2005.


2000–2002


2003–2004


2005–2008

In 2005 a new structure of game development was announced, after Sega became a subsidiary of
Sega Sammy Holdings (also known as the Sega Sammy Group or simply as Sega Sammy) is a Japanese global holding company and Conglomerate (company), conglomerate formed from the Mergers and acquisitions, merger of Sega and Sammy Corporation in 2004. Both companies ...
, and was under new management, with
Hajime Satomi is a Japanese businessman. Satomi is known as the founder of Sammy Corporation, which merged with the Japan-based video game and arcade game producer Sega to form the holding company Sega Sammy Holdings. He is among the 50 richest people in J ...
from Sammy Corporation at the top. The Consumer Business Group Division contained the Global Entertainment R&D and New Entertainment R&D departments, which all together were divided into six departments, each focusing on something different, such as network, sports, cinematic and character based games. Particularly the ''Yakuza / Like a Dragon'' games by the New Entertainment department already became a franchise for Sega in 2006, and they were motivated to develop it into a character brand similarly to ''Sonic the Hedgehog'', ''Mushiking'' and ''Love & Berry''. According to the now former manager Hisashi Suzuki, the ''Like a Dragon'' series was only possible due to the experience of ''Shenmue'', and it also inherited elements of the ''SpikeOut'' arcade games. Next generation console development with PlayStation 3 exclusives '' Ryū ga Gotoku Kenzan!'' by NE and ''
Valkyria Chronicles ''Valkyria Chronicles'' is a series of military-themed tactical role-playing video games created by Ryutaro Nonaka and Shuntaro Tanaka, and developed by Sega. The series began with '' Valkyria Chronicles'', which was released for the PlayStatio ...
'' by GE2, and the multi-platform ''Sonic the Hedgehog 2006'' by
Sonic Team , doing business as , is a Japanese video game developer owned by Sega. Sonic Team is best known for its ''Sonic the Hedgehog'' series and games such as '' Nights into Dreams'' and '' Phantasy Star Online''. The initial team, formed in 1990, c ...
, also became a focus. Later, developer Takashi Iizuka admitted that Sonic Team had prioritized shipping games over quality during this period, resulting into several poorly received games in the ''Sonic the Hedgehog'' series. Sega Europe president Mike Hayes said that Japanese origin IP became less popular around 2004, with Sega of America president Simon Jeffery showing a similar sentiment. Specifically there was motivation to be seen less like just like another Japanese company by Sega of America, with them being more picky what to bring over from the Japanese studios since 2005. This was a conscious decision on Japanese management. Trading card arcade games continued to be successful for Sega in Japan, with the latest example being '' Sangokushi Taisen,'' being developed by developers previously engaged in console games such as ''Sakura Wars''. Sega also showcased the Lindbergh arcade board along with ''
Virtua Fighter 5 is a fighting video game developed and published by Sega. It is the fifth installment of the ''Virtua Fighter'' series. The original version was released in July 2006 on the Sega Lindbergh arcade system board with a number of updates before h ...
'', '' Virtua Tennis 3'' and '' The House of the Dead 4'', which was the first arcade board to be based on PC architecture. The
Nintendo DS The is a foldable handheld game console produced by Nintendo, released globally across 2004 and 2005. The DS, an initialism for "Developers' System" or "Dual Screen", introduced distinctive new features to handheld games: two LCD screens worki ...
versions of kids arcade games ''Mushiking, Love & Berry'' and ''
Dinosaur King is a 2005 card-based arcade video game from Sega that uses similar gameplay mechanics to '' Mushiking''. The game was revealed in JAMMA 2005. A Nintendo DS version was also later released. In the fall of 2008, Upper Deck Company rele ...
'' were released, and particularly ''Love & Berry'' was successful as it became the first million-seller for Sega in Japan since ''Virtua Fighter 2.'' Tastes for arcade games changed on both sides of the world, with Masao Yoshimoto saying that potential new employees mentioned in interviews that the newer arcade games with flat panel card readers are their reason for joining Sega, rather than machines like the R360. Large driving game cabinets became less appealing to the Japanese youth, whilst retaining some success overseas. Western arcades became focused on casual players, while core players remained in Asia. This motivated Sega to establish a development base to develop games that better suited the Western markets, housed within sales subsidiary Sega Amusements Europe. Yuji Naka left during this period in 2006, with Yu Suzuki following in 2011, in the wake of his second post-AM2 studio, AM Plus, disbanding after producing only one title that made it to market ('' Sega Race TV'').


2009–2017

Sega management had high expectations for Nagoshi to develop a worldwide hit after creating the successful ''Yakuza'' series, which eventually became ''Binary Domain''. Similarly the developers behind IP that sold well in Japan such as the ''Phantasy Star'' series had a desire to aim for worldwide audiences, much like the developers behind the ''Sonic the Hedgehog, Super Monkey Ball'' and ''Mario & Sonic'' games. ''Binary Domain'' was a commercial failure, which made the team reflect on to keep making authentic Japanese games rather than being anything else. Games for smartphones became a huge focus, particular with the keywords free to play and cross play. Sega learned from its experience from ''Kingdom Conquest'' which it translated to ''Samurai & Dragons'' for PlayStation Vita. Particularly ''Phantasy Star Online 2'' was very much developed to be multi-platform with the addition of the PC platform and Vita, it also having versions available on iOS and Android. Arcade staff also began developing for smartphones with ''Alexandria Bloodshow'' and ''Samurai Bloodshow,'' which lead to ''Chain Chronicle'', a successful earner for Sega. AM2 also began to develop smartphone games with ''Soul Reverse Zero''. According to AM2 developer Makoto Osaki, Sega shifted its focus to internet games in the arcades rather than huge cabinets after server maintenance costs went down. Profits for arcade games were still higher than for console, mobile and PC games all the way to the fiscal year of 2014. ''Border Break'' became a huge success being supported for many years in arcades. Music games became another area of success for Sega with ''Hatsune Miku: Project Diva Arcade'' and ''Maimai,'' both of which received many updates, and subsequent titles made by the same team as the latter such as ''
Chunithm (stylized in all caps) is an arcade game, arcade rhythm game developed and published by Sega. It was first seen in select Japanese arcades in November 2014, as part of a location test and was officially released on . The game's title of ''Chuni ...
''. Long time musician
Takenobu Mitsuyoshi is a Japanese composer of video game music, singer, and video game voice actor. He has composed music for various games produced by Sega, including '' Virtua Fighter 2'' and '' Shenmue''. He first gained major recognition after the release of ' ...
has said that the arcade industry in Japan is "fundamentally not strong" right now, mentioning that music games have developed long standing popularity against those odds. Ports of arcade games were developed primarily as downloadable games for PlayStation 3 and Xbox 360 with ''Virtua Fighter 5: Final Showdown'', ''Daytona USA'' (previously Sega Racing Classic) and ''After Burner Climax,'' among others. The markets in North America and Europe were seen as very "tough", with Sega taking sight on the wider Asian market instead. In 2012 Sega announced that for the West they would focus on fewer franchises which were Sonic the Hedgehog, ''Total War, Football Manager'' and ''Aliens'', with ''Sonic'' being the only Japanese IP. Atlus became part of Sega in 2013, with the acquisition of Atlus USA being finalized in 2016. Atlus USA made it possible to localize Japanese Sega IP such as ''Yakuza'' and ''Hatsune Miku: Project DIVA'' to the western market. With the new policy of increasing localized titles again, the "bridge team" was founded in 2017, to better support communication between Sega of America and Japan.


2018–present

The
COVID-19 Coronavirus disease 2019 (COVID-19) is a contagious disease caused by the coronavirus SARS-CoV-2. In January 2020, the disease spread worldwide, resulting in the COVID-19 pandemic. The symptoms of COVID‑19 can vary but often include fever ...
pandemic caused Sega to restructure their arcade business and place some of its developers onto console and smartphone games. Sega plans to release "Super Game", a framework of game development that has the following requirements: online, IP utilization, multi-platform, multi-language, simultaneous worldwide release and AAA. According to Sega Sammy CEO Haruki Satomi, '' Lost Judgment'' and ''Phantasy Star Online 2: New Genesis'' are first steps into fulfilling this framework. Additionally, this Super Game development team will be a hybrid of developers that were previously involved in console, mobile and arcade games that eventually will add up to several hundred people.
Unreal Engine 5 Unreal Engine 5 (UE5) is the latest version of Unreal Engine developed by Epic Games. It was revealed in May 2020 and officially released in April 2022. Unreal Engine 5 includes multiple upgrades and new features, including Nanite, a system that ...
will be used, with Unreal Engine 4 already utilized other development teams. The latter was first used by the arcade divisions during the late 2010s on ''Sega World Drivers Championship'' and '' House of the Dead: Scarlet Dawn'', and then Ryu Ga Gotoku Studio with its remake of '' Like A Dragon: Ishin!.'' Sega plans to resurrect past examples of IP for these projects, with '' Virtua Fighter 5: Ultimate Showdown'' an early example. The first game of this category is scheduled to release by the fiscal year of 2026. The name Super Game was chosen to differentiate it from the
Metaverse The metaverse is a loosely defined term referring to virtual worlds in which users represented by avatars interact, usually in 3D and focused on social and economic connection. The term ''metaverse'' originated in the 1992 science fiction ...
. Of the four development divisions, the 3rd is confirmed to be developing these titles, with over 600 employees who have experience developing
GaaS Gallium arsenide (GaAs) is a III-V direct band gap semiconductor with a zinc blende crystal structure. Gallium arsenide is used in the manufacture of devices such as microwave frequency integrated circuits, monolithic microwave integrated circui ...
type titles, including ''Phantasy Star Online 2'' as well as various mobile and arcade games. Division 1 and 2 are mainly focused on developing the '' Like a Dragon'' and ''
Sonic the Hedgehog is a video game series and media franchise created by the Japanese developers Yuji Naka, Naoto Ohshima, and Hirokazu Yasuhara for Sega. The franchise follows Sonic the Hedgehog (character), Sonic, an anthropomorphic blue hedgehog who battle ...
'' games, respectively, with additional capacity for other series' releases such as ''Virtua Fighter'', ''Super Monkey Ball'', ''Puyo Puyo'', and RPGs, while Division 4 focuses on mobile. Division 2 is also overseeing the development of smaller outsourced projects utilizing Sega IP, including '' Shinobi: Art of Vengance'' by Lizardcube, which has had guidance from veteran ''Sakura Wars'' and ''Sangokushi Taisen'' developer Toru Ohara. A secondary development base called Sega Sapporo Studio was established in 2021. Nagoshi and Daisuke Sato left Ryu Ga Gotoku Studio in 2021. In a 2024 interview, Sega executive Shuji Utsumi mentioned that the dedicated arcade development division in Japan was closed, with the vast majority of its video game-focused developers merged into the remaining four divisions. Developers associated with AM2 brand titles such as ''Virtua Fighter'' generally appear to have been working at Division 1, whilst those from AM1 are under Division 2, with the ''Maimai'' and ''Initial D'' teams confirmed to be assisting the development of '' Samba de Amigo: Party Central'' and '' Sonic Racing: CrossWorlds'' whilst continuing to update their games. Others more focused on ''UFO Catcher''s, medal games, photo booths and other non-video game arcade products have remained in separate departments, moving to Sega Fave upon its 2024 formation. Sega Amusements International was sold in 2021 via a management buyout, but has retained its inhouse R&D studio in Cardiff, Wales for work with external developers, as well as the continued rights to the Sega brand and Western sales of certain remaining Japan-developed arcade games (such as ''House of the Dead: Scarlet Dawn'' and from 2025 ''Maimai DX'') through a royalty agreement.


2018 - 2020


2021 - current


Acquired/founded studios


Former studios


See also

* Lists of Sega games


Notes


Table references


References

{{DEFAULTSORT:List Of Sega Software Development Studios
Sega is a Japanese video game company and subsidiary of Sega Sammy Holdings headquartered in Tokyo. It produces several List of best-selling video game franchises, multi-million-selling game franchises for arcade game, arcades and video game cons ...