Sega Sammy Holdings Inc (Sega Sammy) is an entertainment company primarily engaged in the development and sales of consumer and arcade game content, toys, and animation. It also operates in the pachislot and pachinko machines industry, as well as the gaming business, which includes integrated resorts and casino gaming products.

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Sega Sammy is actively engaged in research and development initiatives focused on addressing gambling addiction. The company, in collaboration with Kyoto University, is conducting a research project to identify early warning signs of dangerous gambling behavior by analyzing playing data from casinos. The findings aim to establish systems for early identification of addiction signs and promote self-control among users. Additionally, the company is involved in the development of pachislot and pachinko machines, leveraging its expertise in hardware development and market research to create innovative gaming products. The R&D activities of Sega Sammy are managed by Sega Sammy Creation Inc (SSC). SSC's role includes planning and technical expertise in arcade machine development, conducting market research, and creating products that are ahead of market trends. The unit is responsible for the development of gaming machines and has launched products like the Genesis Atmos cabinet and Railroad Riches. In FY2025, the company incurred expenses of JPY27,884 million on R&D, which as a percentage of revenue, stood at 6.5%.