If you like to know the inside story of the game industry, you may have heard the name “Sammy Industry” somewhere. Sammy, now known as a member of “Sega Sammy Holdings,” had a very homely and unique beginning. It was born in 1975 as a division of “Satomi Co., Ltd.,” a food company managed by Haruki Satomi, the father of founder Hajime Satomi, and eventually, the brand name “Sammy” was created. This was an English-style arrangement of the surname “Satomi,” and was part of the branding for developing amusement machines for overseas markets. Its growth as a company that has left a solid footprint in the industry, despite having such family roots, can truly be called a “unique success story.”

Although Sammy is strongly associated with Pachislot and Pachinko, it actually also made a name for itself as a game development company. Especially noteworthy is that it handled the GUILTY GEAR series, familiar to fighting game fans. Many gamers are surely surprised by the fact that this series, which thrilled many gamers with its unique world view and high-difficulty combo actions, was born from Sammy's game division. Furthermore, it was actively involved in the development of the arcade board “ATOMISWAVE,” releasing numerous arcade titles utilizing this hardware, a contribution that injected a new breeze into arcades and cannot be overlooked. Even though the business has now been transferred to Sega, the “aggressive stance” of those days is still talked about today.

In 2003, Sammy made a move that became a major topic in the industry. Yes, the acquisition of “Sega.” By bringing a company that could be called a symbol of games under its umbrella, the two companies merged their management in 2004, and “Sega Sammy Holdings” was born. Sammy became a wholly-owned subsidiary of it, and thereafter would expand its business primarily through collaboration with Sega. This integration was a symbolic event that connected the two entertainment fields of games and amusement machines, and it had a great impact on the subsequent restructuring of the Japanese game industry. From game development to changes in the sales system and the operation of arcade facilities, the merger with Sega greatly expanded Sammy's business development.

After 2005, Sega took over the sales of the GUILTY GEAR series and Pachislot-related software, and Sammy itself gradually disappeared from the front stage. Sales and repair support for titles developed on the ATOMISWAVE board also ended in stages, and the arcade game business itself was transferred to Sega Interactive. However, that does not mean Sammy has completely vanished. Its continued contribution to the entertainment industry, being listed as a member of the Japan Amusement Machine Association alongside Sega, is truly that of an “unsung hero.” The network and know-how built through its past arcade management continue to breathe life into the industry's foundation even now.