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SEGA Sammy Holdings 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.
Sammy Corporation (サミー) 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 Guilty Gear series of fighting games developed by Arc System Works.
In 2004, they acquired noted game company SEGA, and merged to form a new company, SEGA Sammy Holdings, Inc.