Sega Games Co., Ltd. (/ˈsɛɡə/; stylized as SEGA)[a] is a Japanese multinational video game developer and publisher headquartered in Tokyo, Japan. The company, previously known as both Sega Enterprises Ltd. and Sega Corporation, is a subsidiary of Sega Holdings Co., Ltd., which itself is part of Sega Sammy Holdings. Sega's North American division, Sega of America, is headquartered in Irvine, California, while its European division, Sega of Europe, is headquartered in London.
The formation of Sega is traced back to the founding of Nihon Goraku Bussan in 1960 to take over the distribution activities of Service Games of Japan. After acquiring Rosen Enterprises in 1965, the company became known as Sega Enterprises, Ltd. Sega began developing coin-operated games with Periscope, an arcade game. In 1969, Sega was sold to Gulf and Western Industries. Following a downturn in the arcade business in the early 1980s, Sega began to develop video game consoles, starting with the SG-1000 and Master System, but struggled against competitors such as the Nintendo Entertainment System.
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