Sega: the Japanese brand will no longer be used in the arcade world

The arcade landscape is definitely saying goodbye to Sega.

Less than two years ago, Sega officially pulled out of the entertainment center market and divested itself of operating arcades in Japan, selling 85% of its subsidiary Sega Entertainment to GENDA (Global Entertainment Network for Dreams and Aspirations). If so far the symbolic brand has been maintained and managed by a young Japanese company despite the closure of several rooms visible in the Yakuza and Judgment licenses, it will be gradually replaced by GiGO (Get into the Gaming Oasis) by March next year. buying the last shares of a well-known publisher’s subsidiary, as well as changing the name of GENDA Sega Entertainment to GENDA GiGO Entertainment.

Nao Kataoka, CEO of GENDA, said, “Sega brands across the country will be changing their name to GiGO to express our gratitude for SEGA’s 56-year history and our desire to be a thirst-quenching oasis of entertainment for people. We will start with Ikebukuro, Akihabara and Shinjuku. Then it will be the turn of the whole country.” Please note that Sega Sammy does not refrain from continuing to release arcade games, even if the market is experiencing great difficulties due to the health crisis and its restrictions.