COMPANY PROFILE -Sega Sammy Holdings Inc.
Business Sector :Gaming, Entertainment Industry
Operating Geography :Japan, Asia, Global
About Sega Sammy Holdings Inc. :
Sega Sammy Holding Inc. is a Japanese multinational company which is a provider of video games and entertainment services. It was established on 1st October 2004 born out of a merger between Sega and Sammy Corporation. Headquartered in Tokyo, Japan, the company focuses on Pachislot and Pachinko machines, digital games, amusement park, resorts, animation and toys. The company designs games with multi device compatibility such as mobile phones, amusement machines, consoles, and personal computers. The company has its presence in Asia, Europe and North America, and it was noted that it had approximately 8,798 full time employees by the end of the fiscal year 2020. In 2021 Sega Sammy announced that it will start selling NFTs “related to its classic IP” and has also announced a partnership with Double Jump, Tokyo, which is a local Japanese game company.
Sega Sammy Holding Inc.’s unique selling proposition lies in being the leading provider of video games and entertainment content services across the world. Sega Sammy Holding Inc.’s mission statement reads, “We want to captivate people around the globe by providing entirely novel, moving experiences. We want to inspire optimism in people and invigorate society. Together as a group, we dedicate ourselves to continuously fulfilling a valued role in society through entertainment.”
Sega Sammy Holdings Inc. Revenue :
¥366.5 billion – FY ending 31st March 2020
¥331.6 billion – FY ending 31st March 2019
Competitive Analysis of Sega Sammy Holdings Inc.
The SWOT analysis for Sega Sammy Holdings Inc. is presented below in a matrix followed by a detailed analysis
| Strengths | Weaknesses |
1. Diversified portfolio of products
2. Largest hit making company in the gaming industry of Japan
3. Recognized with the highest “Gold” rating in the PRIDE Index
| 1. Dependency on the Pachislot and Pachinko Machine Business
2. Shorter life cycle of pachislot and pachinko machines
|
| Opportunities | Threats |
1. With the advent of digitalization, rise in the demand for PC and home video games has increased
2. Implemented initiatives to enter into the Integrated Resorts (IR) Business
3. Expansion into global market
4. Adapt to new Augmented-Reality technology
5. Increase the value of Sega Sammy’s intellectual property (IP). | 1. Highly competitive Digital game software market in entertainment content business
2. Apple and Google can cause hinderance in the smooth running of Sonic Run
|
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Detailed SWOT Analysis of Sega Sammy Holdings Inc.
Strength
1. Diversified portfolio of products: The Sega Sammy Group has concocted a balanced business portfolio spanning a wide range of entertainment domains, and has developed variegated businesses while taking advantage of diverse profit opportunities and hedging risks. The product includes Pachislot and Pachinko Machines, Entertainment Contents Business and Resort Business.In the Pachislot and Pachinko Machines Business, Sega Sammy develops pachislot and pachinko machines, games for PCs and smartphones that use pachislot and pachinko content, and gaming equipment for casinos. The Group supplies products that address the issues of a diverse fan base and are working to create and market machines with innovative gameplay that will help renew the market for both pachislot and pachinko machines. In Entertainment Contents Business Sega Sammy Group is intending to develop its business by utilizing SEGA's extraordinary advancement abilities, which have assisted with dispatching creative items across various regions and are likewise attempting to maximize profits by expanding content globally, mainly in the Consumer Games area, such as games for smartphones and PCs. Finally, in the Resort Business, Sega Sammy group began with “Phoenix Seagaia Resort”, one of Japan’s premium resort complexes located along the shore of Miyazaki Prefecture; it has kept on bringing out-of-the-box experiences that move the heart through the operation and development of South Korea’s first resort, called “Paradise City”. This experience is also helping the Group acquire expertise to enter the domestic Integrated Resorts business.
2. Largest hit making company in the gaming industry of Japan: Sega Sammy Holdings Inc. has delivered numerous hits and they are not confined to a single medium, but spread across a wide range of fields such as pachislot, pachinko, consumer games, amusement machines, animation, and toys. The famous Beast King, with its “Savannah Chance,” the innovative, medal-increasing gameplay that overturned conventional concepts of pachislot, attracted a wide range of fans and turned out to be a massive runaway hit, generating sales to the tune of 140,000 units. Its subsequent series have continued to evolve, keeping customers on the edge of their seats even today.
Their initial Pachislot Hokuto No Ken Machine increased the sales to the highest peak volume ever in the pachislot market, with cumulative sales of approximately 620,000 units. Because of these successful hits they call these kind of hits their IPs (Intellectual Property), and the IP that showcases “SEGA innovation” called Ryu ga Gotoku, introduced a novel idea to the gaming scene since its origin, which has been a huge hit ever since, with a cumulative total of 14 million package sales to date. The series has garnered tremendous support due both to its innovative technique of having real actors show up in its games, just like in a movie or drama, and to its unique gameplay.
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Weakness
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Opportunity
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Threat
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The PESTLE analysis for Sega Sammy Holdings Inc. is presented below in a nutshell followed by detailed analysis
| Political | Economical |
| 1. Guidelines issued for addressing addiction in Pachinko and Pachislot Industry | 1. Fluctuating foreign exchange rate |
| Social | Technological |
1. Excessive gaming by minors leading to mental disorder
2. Aging population of Japan and lower birth rate
3. Changes in the market condition of the gaming industry
| 1. The new wave of Augmented reality and Virtual reality in the gaming industry |
| Legal | Environmental |
1. Need to ensure high standard of compliance to maintain the licenses received
2. Law and regulations related to privacy or credit of customers
| 1. Promoting Reuse across the value chain and improve profitability
2. Switching to completely recyclable packaging and implementing emission control.
|
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Detailed Pestle Analysis of Sega Sammy Holdings Inc.
Political
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Economic
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Social
1. Excessive gaming by minors leading to mental disorder:
The World Health Organization (WHO) in 2019 recognized gaming addiction as a new mental disorder. They defined it as a pattern of excessive video and online gaming that can impair an individual’s daily functioning. The “Gacha” game, which has a strong gambling element, can lead to excessive money drainage due to uber high fees. The Entertainment Contents Business has recognised this serious issue and has taken steps in the direction related to excessive game played by minors and the fees associated with it. The measures incorporate age authentication for specific titles that limits the amount of monthly fees and in-house guidelines to temper player expectations by dodging the utilization of ambiguous terms and prevent the charging of exorbitant fees. Also, four organizations related to gaming, including Computer Entertainment Supplier's Association (CESA), Mobile Content Forum (MCF), Japan Online Game Association (JOGA), and Japan esports Union (JeSU) have set up a four-member joint study group to study player behaviour induced by gaming and promote awareness of healthy gaming. Sega Sammy Group is also conducting research on gaming disorders in collaboration with external experts.
The remaining section under "Social" is available only in the 'Complete Report' on purchase.
Technological
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Legal
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Environmental
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TABLE OF CONTENTS
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Check Out Analysis of Other Relevant Companies
References used in Sega Sammy Holdings Inc. SWOT & PESTLE Analysis Report
1. Group Overview | Sega Sammy Group | Sega Sammy Holdings - https://www.segasammy.co.jp/english/pr/corp/ol/
2. Integrated Report 2020 - https://www.segasammy.co.jp/english/ir/library/pdf/printing_annual/2020/al2020_e_all.pdf
3. CSR Booklet 2020 - https://www.segasammy.co.jp/english/media/file/pr/commu/csr_report/2020csr_report_a4.pdf
4. Consolidated Financial Statement 2020 - https://www.segasammy.co.jp/english/pdf/release/202103_2q_tanshin_20202206_e.pdf
5. Operational Risks | Sega Sammy Holdings - https://www.segasammy.co.jp/english/ir/management/risk/
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Sega Sammy Holdings Inc. SWOT and PESTLE analysis has been conducted by Shriya Pandey and reviewed by senior analysts from Barakaat Consulting.
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