This article is about the holding company. There is a separate article on the Sega brand. Sega Sammy Holdings Inc. (????????????? Sega Sam? H?rudingusu ) is a Japanese holding company formed from a merger of Sega and Sammy. They were both very involved in the arcade business (Sega with games, Sammy with Pachinko), and Sega's main fame comes from their console systems. Background Sammy Corporation (??? Sam?) was established on November 1, 1975 and is a leading developer and retailer of pachinko and pachislot systems in Japan. In 2001, Sammy Corporation created subsidiary Sammy Entertainment, Inc. Sammy Entertainment would later change its name to Sammy Studios in 2002. Sammy Studios is responsible for developing and publishing next-generation video games. They are perhaps best known for publishing the Survival Arts series of fighting games . In 2004, they