This is a post to summarize all of my findings about Sega in the 1960s.
There are four sections:
- Sega's corporate history in the 1960s
- Sega games from the 1960s and their lineages
- Investigating the Sega 1966 Price List
- Additional clipped articles about Sega and related topics that were not included in the game articles
1) Sega's corporate history in the 1960s
On my eremeka site, the research notes have been updated with a condensed version of Sega's corporate structure in the 1960s:
- セガ (Sega), or specifically Sega Enterprises, came into being in 1965 when they acquired Rosen Enterprises.
- The early history of Service Games is quite complex, please see They Create Worlds by Alexander Smith. (archive)
- 1960-05-31: One subsidiary, Service Games Japan, was replaced with two companies in Japan:
- 日本娯楽物産 (Nippon Goraku Bussan): maintained the Service Games distribution and operating business in Japan, also did business as Utamatic Inc.
- 日本機械製造 (Nippon Kikai Seizo) continued the Service Games manufacturing operation, sometimes did business as "Sega Inc", and used the brand "SEGA", a contraction of Service Games.
- 1964-06: 日本娯楽物産 (Nippon Goraku Bussan) absorbs 日本機械製造 (Nippon Kikai Seizo)
- 1965-07-01: 日本娯楽物産 (Nippon Goraku Bussan) acquires Rosen Enterprises and renames to セガ・エンタープライゼス (Sega Enterprises)
2) Sega games from the 1960s and their lineages
I have written about many of Sega's famous games from the 1960s, and traced their design lineages.
- 1965 Skill Diga - スキル・ディガ
- 1966 Ascot - アスコット
- 1966 Basketball - バスケットボール
- 1966 Periscope - ペリスコープ
- 1967 Rifleman - ライフルマン
- 1968 Motopolo - モトポロ
- 1968 Helicopter - ヘリコプター
- 1968 Periscope [single] - ペリスコープ
- 1968 Basketball - バスケットボール
Huge info dump beneath the cut as we get in to the 2 large sections....
3) Investigating the Sega 1966 Price List
Here we're going to be looking at the 1966 Sega price list. Nazox2016 wrote about this in 2017. (archive)
Much of the price list is very straightforward: it features some of the most famous jukeboxes, pinball machines, and arcade games of the 1960s. But what captures my imagination is this list of "OTHERS". Browse through and you'll probably recognize some of the names, but I guarantee you do not recognize all of them.
 |
| Sega 1966 price list |
With a bit of research and assistance from friends at Gaming Alexandria, I believe we have identified all of the companies condensed in the first column:
Sega = Sega Enterprises
AF = Automatenbau Förster
B = Bally
CC = Chicago Coin
Mid = Midway
NT = Nail Tone
IK = Irving Kaye
RE = Rosen Enterprises
RMG = Renato Montanari Giochi
SE = Southland Engineering
U = United Manufacturing
Wms = Williams
XL = Xaver Leonhart
Now let's look at all of these machines! For the more common ones, I will leave the images smaller. There are many rather obscure items on this list, and for those I will show a bit more detail and go into some of the research. A machine being on this list only means that Sega had offered it, and I do not consider it proof that any of these machines, especially the very obscure/expensive ones, were operated in Japan.
This provides an important glimpse into what the import/export world of 1966 Japan arcades was like. Let's begin!
 |
| 1965 Skill Diga - スキル・ディガ by セガ (Sega) |
 |
| 1962 Punching Bag - パンチングバッグ by 日本娯楽物産 (Nihon Goraku Bussan) & 日本機械製造 (Nihon Kikai Seizo — Sega) |
 |
| Luxus Soccer - ラクサス・サッカー [import] by Automatenbau Förster |
 |
| Ping Pong Tennis - ピンポン・テニス [import] by Automatenbau Förster |
 |
| 1965 All the Way by Bally |
 |
| 1962 Spinner by Bally |
 |
| 1965 Big League by Chicago Coin |
 |
| 1964 Criss Cross Pop-Up by Chicago Coin |
 |
| 1961 Pro Hockey by Chicago Coin |
 |
| 1965 Top-Brass Shuffle by Chicago Coin |
 |
| 1965 Par Golf by Chicago Coin |
 |
| 1965 TV Baseball by Chicago Coin |
 |
| 1965 Play Ball by Midway |
 |
| 1964 Top Hit by Midway |
 |
| 1965 Mystery Score by Midway |
 |
| 1966 Little League by Midway |
The entry "NT Hole-In-One" might give one pause, but I believe it's a reference to Nail-Tone's golf putting machine Hole-In One. I am unable to find any pictures of this machine, and Nail-Tone does not seem to have been around for too long.
 |
| 1962-03-31 Cash Box |
 |
| 1962-05-19 Cash Box |
 |
| Hole-In-One trademark |
IK stands for Irving Kaye. "IK Pool Table" does not tell us much as they had money models of coinop pool table available. Here is a selection, from a Cash Box amusement machine summary:
 |
| 1966-07-02 Cash Box amusement machines of past year |
 |
| 1964 Ringo Pool by Irving Kaye (archive) |
RE is for Rosen Enterprises, who distributed many different machines worldwide. Cinefun is more commonly known as Movie Machine.
 |
| Cinefun by Dav-Mar |
 |
| 1963-01-12 Billboard |
 |
| 1963-04-06 Rosen Enterprises advertising in Cash Box |
Golf-It was a game from 1961 by The Victor Electronics Corporation. I believe this game was licensed and sold by Rosen, even though it is only said by description.
 |
| 1961 Golf-It by The Victor Electronics Corporation |
 |
| 1961-11-27 Billboard |
Here is a mention about Rosen purchasing the rights to a golf game, from the Kent interview:
 |
| David Rosen with a Golf-It in the background |
I am still waiting to get a photograph of "Football (Soccer)". I have spoken with someone in Italy who says they have the flyer for this machine, but have not yet found it.
"Italian Crane" is most likely a reference to Gru Pesca [Crane Fishing] by L'Automatico (who RMG had built machines for,) or the Jaguar Gru [Jaguar Crane].
 |
| Gru Pesca by L'Automatico |
 |
| Jaguar Gru [Jaguar Crane] - ジャガークレーン by Sidam |
 |
| 1963 Speedway by Southland Engineering - via pinrepair |
 |
| 1965 Time Trial by Southern Engineering - via pinside |
 |
| 1964 Bank Pool by United |
 |
| 1965 Cheetah shuffle alley by Williams |
 |
| 1965 Double Play by Williams |
 |
| 1964 Grand Slam by Williams - via IPDB |
 |
| 1965 Hollywood Driving Range by Williams - via IPDB |
 |
| 1964 Mini Golf by Williams - via pinside |
 |
| 1966 Pitch & Bat by Williams |
Probably the hardest one for me to find, XL stands for Xaver Leonhart. Kegelspiel is a word for skittles games, and I think they meant Kegel-Flip. As a purely mechanical machine, like the Leo-Flip, and comparable to foosball tables, this machine certainly matches the price listed in the catalogue.
 |
| Kegel-Flip by Leonhart |
 |
| Leo-Flip by Leonhart |
4) Additional clipped articles about Sega and related topics that were not included in the game articles
This section is for all of the 1960s Sega-and-related tidbits I have snipped out of industry publications. I am posting the text from each so they can be easily translated. The articles are presented chronologically. Enjoy!
 |
| 1960-09-05 Billboard |
Sega and Utamatic Purchase Assets Of Service Games
TOKYO-The assets of Service Games (Japan), Inc., distributor of coin machines in Japan, have been purchased by two local firms, Sega Inc., and Utamatic, Inc. Service Games, itself, has been liquidated, according to Richard D. Stewart, Utamatic managing director.
Sega is a bell fruit manufacturer. It's product is the Diamond Star Machine.
Utamatic is a distributor, reргеsenting Sega, the Rock-Ola Manufacturing Corporation, the Bally Manufacturing Company, the Williams Manufacturing Company and the American Shuffleboard Company.
I have explored this next picture in a separate Arcade Exploration post. It does not mention who runs the gun corner, but Rosen did operate many and I thought it was important context.
 |
| 1961-04-15 Cash Box check the Arcade Exploration post |
Japanese Take To US Arcade Games
TOKYO, JAPAN-Arcade owners here reported increased interest in US made arcade and amusement equipment after importing the machines from various exporters of coin machine equipment in the States. The Japanese family has taken to the arcade as an all-night activity with many arriving after dinner for an extended evening of play. Many of the nation's leading amusement machine exporters have found Japan to be a growing market for equipment with strong indications of growth due to new locations opening regularly.
 |
| 1961-06-24 Cash Box |
Coin Machine Conditions In The Far East
HONG KONG
Pinballs were banned about four years ago. Since then the coin business has been in the doldrums. Jukeboxes are operated on HK 106 which is less than 46 US and locations get 50%. This does not make for a profit able business. The two leading operators in Hong Kong are Ng Lian Chin and Jesse Yee. It is rumored that Rosen Enterprises of Japan will open up a bowling alley and arcade here. The city has no large-scale amusement center of this type now.
JAPAN
Japan is a new but great potential market for all types of coin machines. The interest in vending, music, and games is great. A bowling craze seems to be in the making. The Vendo Corp. exhibited its full line of vending machines at the Tokyo International Fair this year and announced plans for manufacture in Japan of all or most models. The AMI phonograph is being made in Japan under license but not available yet.
Pachinko parlors are all over Tokyo. This game is a crude upright played with small steel balls which the player inserts into the machine. If these balls come down through the right channels the game pays out extra balls which can be exchanged for merchandise. More sophisticated games of this type or pinball type should prove equally popular, but at present they are unknown. Space for games is the big problem in Tokyo, which is now the biggest city in the world with a population of 15 million in the metropolitan area.
The leading coin machine firm in Japan is Nippon Goraku Bussan K.K. managed by Richard D. Stewart. This is a large and rapidly expanding operation covering all of Japan with a network of jukebox and game routes. The headquarters in Tokyo is in a large two-story building and houses modern well equipped administration departments and employee cafeteria. The company has an excellent training program for servicemen. They are recruited from the area in which they will work, brought to Tokyo, housed and fed in the company area for 12 months and trained on all types of coin machines. Affiliated with this company is a new modern two-story concrete and glass factory, covering a city block. In this new factory will be made the Sega slot machine, a new American type jukebox, games, rides, and whatever the Japanese or world market will require. The factory compares favorably with the best in the U.S.
Another fast-growing operation is that of David Rosen, who operates about 100 arcades in Japan, under the name of Rosen Enterprises. (He is no relative to the Dave Rosen of Philadelphia.) Rosen's arcade in Tokyo features guns of all types, all of U.S. origin. Michael Kogan is another operator who is expected to do big things in Japan. He is a leading jukebox importer but is also expanding into the arcade field. Samuel Willensky is another operator with a good sized route of jukeboxes around Tokyo. By a rather strange coincidence three of the operators mentioned Stewart, Kogan, Willensky started in the basement of the Masonic Building in Tokyo about 12 years ago and on a very small scale. Willensky still has his office there. Rosen has his office opposite the Imperial Palace and said he is hoping to get a concession from the Emperor, for a Palace location.
OKINAWA
Among the Pacific islands, Taiwan is still untouched, but Okinawa is covered with American coin machines, slots, pinballs, jukeboxes. Slots are operated in military and civilian clubs, but new regulations require the military clubs to own their own machines. There are about nine operators on Okinawa, all members of a strong Operators Association. It is remarkable to find on this small island such an outstanding example of cooperation something that operators in other countries have not been able to achieve. Among the leading operators in Okinawa are Mr. Hanyu Shimabuku of Shima Automatic Musical Instruments Inc., Mr. Iko Kudaka of I.K. Vending Machine Co., and Mr. Kojiro Takaesu of T. K. Shoji Inc.
This next article only mentions Sega in a single paragraph, which we'll highlight.
 |
| 1962-02-17 Billboard |
 |
| 1962-02-17 Billboard - excerpt about Sega |
Transcription:
Sega Fruit Units
Phonograph Equipment showed the 1962 Wurlitzer 2600, but here again the accent was very much on fruit machines with the models on 1d play catching the eye. Reports from this stand said that the biggest sellers were the Sega models. These were the three on six-penny play, the Diamond Star the Bonanza Star and the 777 Sega, and the 1d play representative, the Copper Sega. The new Mills one-penny, three-penny and six-penny machines had also been brought over especially for the exhibition by members of the Mills organization.
Apologies for the racist slang in this next headline.
 |
| 1962-06-16 Billboard |
Can Juke Boxes Ever Replace Gal Record Spinners in Nip Locations?
TOKYO - Restrictions on the importation of juke boxes to Japan will probably be eased considerably, if not lifted entirely, according to Richard D. Stewart, managing director of Uta Matic, a leading coin machine distributor here.
To date, import licenses for juke boxes are a scarce commodity, and the operating business is
still in its infancy. When these restrictions are eased, the juke box
operators will have to buck a form of competition unknown to occidental operators.
Coffee Shops
Most potential juke box locations in Tokyo are small coffee shops with from 10 to 15 tables. These locations already have recorded music, generally of a fairly high quality.
Top-grade players are installed, with several amplifiers and various speakers. These players are serviced by female employees, whose main duty it is to take requests from customers and play the records of their choice. The service is free.
Whether the Japanese will prefer juke box music to the more personal service currently in vogue remains to be seen.
Primitive Machines.
Existing juke boxes here are often either primitive machines of domestic manufacturer, or jerry-built devices with the mechanisms arriving from foreign places in mysterious ways, and coupled with local castings, speakers and amplifiers.
Recently, a 48-selection unit of local manufacture went into production, and U. S. firms have issued licenses for the manufacture of their products.
Locations are not of the type generally found in the Western world. The waiting room of the Tokyo Airport, for example, is a prime location, as is the local television tower. Many machines are placed in front of coffee shops.
The most common U. S. or European location - the tavern or cafe - is a rarity here.
Big Three
About 75 per cent of the machines on location in Japan are controlled by three operators, and another 20 per cent are location owned. The smaller operators share the remaining 5 per cent of the market, according to Stewart.
During the last year, a few coffee shops have replaced their girl-serviced record players with juke boxes. Japanese operators feel they can take their best hold in this area.
One factor which works against juke boxes in Japan is the early closing hours. All places of entertainment must shutter at 11:30 p.m.
Western Music
Musical tastes present no problem. Many Japanese are rabid jazz fans, and rock and roll is going strong here.
Used juke box records have a ready market in Japan. A new single sells for 350 yen (360 yens to the dollar) in a record shop, but used records are snapped up at 100 yen each, or 10 disks for 500 yen. Students and young, low-salaried workers are the biggest buyers.
One of the big three operators in the country has built up a profitable business in used juke box records.
U. S. Games
While the well-publicized Pachinko (a quick-action gaming device generally wall mounted) is the Japanese national coin machine, U. S. games are beginning to make inroads.
Arcades are springing up all over the country, and these establishments generally feature flippers. Some of these arcades have as many as 100 machines. Theater lobbies, also, are good game locations.
 |
| 1963-07-06 Billboard |
Transcription:
SKY-HIGH PHONO PRICES SLOW JAPANESE BUYING
TOKYO-Despite the lifting of import restrictions against juke boxes nearly nine months ago, the price tag on a U. S. juke box makes any substantial industry growth here unlikely. While the least expensive American juke box sells for $1,400, the cost of most automatic phonographs imported from the U. S. ranges in price from $1,666 to $3,194, and that's well beyond the means of most operators and location owners.
An estimated 5,000 juke boxes are in operation in Japan, mostly Rock-Ola, Rowe AMI, Seeburg and Wurlitzer. Some Jupiter and Harmony machines are in use.
Two domestic manufacturers-Tsugami Seisakusho and Nippon Goraku Bussan-make sets using imported mechanisms. But even the domestic product ranges in price from $833 to $1,400, and that's a lot of money here.
Some manufacturers are attempting to produce a 50-selection unit to sell for less than $550. If they can come up with a quality product at that price, considerable expansion is likely.
Five or six of such units will be shown at the Electronic Merchandise Show in Osaka this fall.
 |
| 1965-03-20 Cash Box |
Transcription:
A Rock-Ola Factory Tour With The Firm's Japanese Distributors
Factory Claims No. One Sales Spot In Growing Oriental Market
CHICAGO-A group of Japanese executives of the combine of Utamatic-Sega-Nippon Goraku Bassan K.K., of Tokyo, Japan, were visitors to the Rock-Ola Manufacturing Corporation Thursday, March 4, as guests of the Chicago based firm. They were escorted on an extensive guided tour of the entire factory complex by Dr. David Rockola, assistant to the president, David C. Rockola; Art Janacek, manager of the Export Department; and George Hincker, advertising and sales promotion manager.
During their visit at the huge RockOla factory they managed to chat at length with David C. Rockola, and executive vice president Edward G. Doris.
The Japanese group was headed throughout the tour by Jun Kano, sales manager of Nippon, Goraku, Bassan K.K. In the party, along with Mr. Kano, were: Y. Yamagata, H. Yagi, Y. Watanabe, and S. Ogasawara.
The esteemed visitors spent considerable time digesting every bit of information they could possibly garner in practically every production and planning department in the factory's music and vending equipment plant including engineering, the large assembly lines, and the cabinet shops. Dr. Rockola and Art Janacek explained each step during the extensive tour.
Dr. Rockola clearly stated that Rock-Ola's strength in the Far East has grown extensively over the past several years. He said that "Rock-Ola Mfg. Corp. is now #1 in Japan, which is certainly one of the most progressive, industrialized countries in the world.
"Our excellent dealings within the Utamatic-Sega-Nippon Goraku Bassan combine in Japan is a glowing example of a United States firm of stature in the Orient. And, our business relationship is growing there fantastically because of the caliber of product we produce," Rockola asserted.
The visitors from Japan concluded their tour in this country, before de- parting for a visit to the European Continent, with a guided trip through the facilities at Empire Coin Machine Exchange, Rock-Ola Mfg.'s phonograph distributor in this area. The escorted tour was conducted by Joe Robbins, vice president of Empire Coin; George Hincker, and Art Janacek, of Rock-Ola Mfg. Corp.
Dr. David Rockola further advised that plans have been set to consider- ably revamp and modernize the extensive factory facilities for the purpose of expansion of many of the departments in the huge Rock-Ola factory complex.
"Greater demands for our coin-operated music and vending machines all over the world have necessitated these vital changes in our plant facilities," Rockola stated. "Needless to say it, but it will be a very large project, and we will ultimately have one of the largest, finest plants of its kind throughout the world.
"When we complete this expansion we will, of course, enjoy maximum production and shipping to all of our world markets," concluded Rockola.
[PHOTO 1]
The guide tour through the Rock-Ola factory commenced in the Bonderizing and Finishing department. Dr. Rockola is shown at extreme left with: Y. Yamagata, Art Janacek (back- ground), Jun Kano, Y. Watanabe (background), H. Yagi, and Lee Brooks, of Cash Box.
[PHOTO 2]
Dr. Rockola illustrates how the metal (being bonderized) is fed on a conveyor system into five stages of bonderizing and protective coating.
[PHOTO 3]
The woodshop: Where cabinets are made from raw lumber on the premises.
Pictures from the following page. Photographs will be number, left to right, top to bottom.
 |
| 1965-03-20 Cash Box |
A Pictorial Report Of The Tour[PHOTO 1]
The large punch press room where there are over 100 to 300 ton presses.
[PHOTO 2]
The second floor punch press dept. (from 5 ton to 100 ton presses).
[PHOTO 3]
A huge punch press in operation.
[PHOTO 4]
The metal fabricating division. A line of 300 ton metal shearing brake presses. This is the type of press utilized to form the larger vending machine cabinets at Rock-Ola Mfg.
[PHOTO 5]
Automatic welders. Record magazine production for Rock-Ola phonographs.
[PHOTO 6]
Rock-Ola form mechanisms being shunted into the various assembly stages.
 |
| 1965-03-20 Cash Box |
[PHOTO 1]
Rock-Ola storage room showing the efficient frontal display line (board). Here all of the parts and components in the stock line are catalogued for easy order picking by employees.
[PHOTO 2]
The end of the mechanism line. Testing and inspection.
[PHOTO 3]
A line of "Caravelle" coin-operated cigarette vendors being admired by the Japanese visitors.
[PHOTO 4]
Dr. David Rockola explains the operation of the Pneu-Vend (model 3302, type 340) can vendor.
[PHOTO 5]
Shipping Dept.: Jun Kano is shown pointing to destination indicated on the crate (a Rock-Ola phonograph) which is their firm in Tokyo. All of the visitors autographed the shipment so they can see their markings on the crates when they return.
[PHOTO 6]
George Hincker explains the operation of the Rock-Ola Fresh-Brew, single cup coin-operated coffee vendor.
 |
| 1965-08-14 Cash Box |
SEGA ENTERPRISES FORMED IN TOKYO
TOKYO-A merger was announced last week between two major leisure recreational equipment industry firms, Nippon Goraku Bussan and Rosen Enterprises Ltd. The name of the company was changed on July 15th to "Sega Enterprises Ltd." the date the merger was officially registered. Richard Stewart, former president of Nippon Goraku Bussan was appointed Chairman of the Board.
David Rosen, former President of Rosen Enterprises Ltd., not to be confused with David Rosen of Philadelphia, was appointed Co-Representative Director as was Mr. Scott F. Dotterer, who was Managing Director of Nippon Goraku Bussan K.K. Both of the companies forming Sega Enterprises Ltd. have shown extremely rapid growth rate over the past several years. Their combined annual sales before the merger amounted to $8,000,000 annually with a net profit of over $1,000,000. It is expected that sales and profits will rise appreciably as a result of the better utilization of management personnel and service facilities.
Sega Enterprises will continue to expand in the fields the mergered partners pioneered in Japan-the import-export, manufacture, sale and operation of amusement machines, jukeboxes, recreational equipment, model car racing circuits, and other indoor equipment.
Operating jukeboxes and amusement machines in over 2,500 different locations, the company is probably one of the world's largest in the coin operated amusement and jukebox field. In operation and sales the company controls well over 50% of the market. Present plans call for a growth rate of 20% annually. Sega also manufactures for export several different models of coin operated machines thereby contributing to Japan's foreign exchange earnings.
The former Rosen Enterprises pioneered the operation of game centers and indoor recreational centers in Japan. Working very closely with movie companies and utilizing available space they were able to open game centers in the heart of the amusement districts of the various cities in Japan. Pioneering model car racing in Japan, Rosen Enterprises is responsible for over 50% of the existing centers now operating, officials of the firm contend.
Expansion plans are underway to expand the plant and office site which is presently 100,000 sq. ft. located at the entrance of the Tokyo Haneda Airport highway.
 |
| 1965-09-18 Cash Box |
Transcription:
Rock-Ola's Doris On Hand At Sega Merge
E. G. Doris, executive vice-president of Rock-Ola Manufacturing Corporation, recently journeyed to Tokyo, Japan to witness a merger between two major coin machine companies.
Nippon Goraku Bussan, largest Japanese distributor of jukeboxes and other amusement machines, and Rosen Enterprises, Inc., pioneer in the operation of Japan's game and industrial recreational centers, have merged to become Sega Enterprises, Ltd., headquartering in Tokyo.
Sega will continue to expand in fields of import-export, manufacture, sale and operation of amusement machines, jukeboxes and other indoor equipment, it was announced. Operating jukeboxes and amusement machines in over 2,500 different locations, the company is one of the largest in the coin operated amusement and jukebox field.
"Because Rock-Ola products account for a large part of Sega's volume, and since Japan in a short span of years has become a major user of Rock-Ola music and vending machines," Doris was "vitally interested" in the merger, and during his visit toured all of Japan with Dick Stewart, chairman of the board of Sega Enterprises.
Doris was "most impressed" with the result of the merger, as well as his Japanese tour. "In a short time, Japan has become one of the leading nations in the world in the use of Rock-Ola coin operated jukeboxes and vending machines, and it should be even more so with the formation of Sega Enterprises," Doris stated. "This company already controls fifty percent of the market and that market is producing $10,000,000 annual volume and growing steadily."
[PHOTO 1]
Huge plant of recently formed-by-merger Sega Enterprises in Tokyo, Japan, distributing Rock-Ola music and vending machine products.
[PHOTO 2]
FROM LEFT TO RIGHT: Paul Yuan, Sales Manager, Sega Enterprises, Ltd.; E. G. Doris, Executive Vice-President, Rock-Ola Manufacturing Corp.; Irving Brumberg, "Industry Pioneer"; John Kano, Operations Manager, Sega Enterprises, Ltd.; Dick Stewart, President, Sega Enterprises, Ltd.; Ray Lemair, Director of Production, Sega Enterprises, Ltd.
 |
| 1965-10-09 Billboard |
Transcription:
Japanese Coin-Op Companies Merge
TOKYO-Official merger of two coin-operated equipment firms which grossed a combined total of $8,000,000 last year was announced last week.
Engaged in the importation, manufacture, exportation and operation of games, juke boxes and such novelty products as model (slot-type) car racing circuits, the new firm will be known as Sega Enterprises, Ltd. It unites Nippon Goraku Bussan and Rosen Enterprises, Ltd. (not affiliated with David Rosen, Inc., Philadelphia, U.S.A.).
[PHOTO 1]
SCOTT F. DOTTERRER left), managing director of Nippon Goraku Bussan K.K., and David Rosen, president of Rosen Enterprises, Ltd., shake hands at merger of firms to form Sega Enterprises, Ltd. Both men will serve as co-representative directors of the new firm. Richard Stewart, former president of Nippon Goraku Bussan, is president of Sega.
[PHOTO 2]
HEADQUARTERS OF SEGA Enterprises in Tokyo. Firm operates equipment in 2,500 locations, reportedly controls 50 per cent of Japanese market. Firm employs 750 persons, plans to expand this 100,000 sq. ft. facility located by Haneda Airport highway.
 |
| 1965-10-16 Billboard |
Transcription:
ROCK-OLA EXECUTIVE VICE-PRESIDENT E. G. DORIS (third from left) visits with executives of Sega Enterprises, Ltd., the firm's Japanese distributor headquarters in Tokyo. Officials include John Kano, operations manager; Ray Lemair, director of production; Dick Stewart, president; Irving Brumberg, a coin machine industry veteran; and Paul Yuan, sales manager. Sega operates in 2,500 locations.
JAPANESE STUDENTS dance American style to music from a batch of new Rock-Ola phonographs in Tokyo. E. G. Doris estimated the Japanese juke box market at $10,000,000, following a visit to his distributor, Sega Enterprises, Ltd. recently.
 |
| 1965-10-23 Billboard |
Made in U.S.A.
[PHOTO 1]
DENTED. Executives of Sega Enterprises, Ltd., of Japan, RockOla Far East distributor, watch 300 ton press punch out part for phonograph during tour of the company's giant Chicago plant.
[PHOTO 2]
DRILLED. The phonograph part represents 90 per cent in-plant production of components needed on Rock-Ola assembly lines. The men from Sega represent the largest coin operating firm in Japan; biggest distributor in the Far East.
[PHOTO 3]
DRIED. Rock-Ola cabinetry is made in the same gigantic plant on Chicago's north side, the Sega contingent learn. Here they watch a press apply plastic Conolite to cabinet panels.
[PHOTO 4]
DOLLIED. Assembled cabinets en route to wedding with mechanisms and trim. Sega executives watch cabinets roll from woodworking shop to assembly line.
[PHOTO 5]
DONE. Fresh off the line, Rock-Ola Grand Prix II is admired by Rock-Ola advertising manager George Hincker, George Tanaka, Kazuo Yoshida, Max Murakami, Hiroshi Miyasaka and Noboru Hirohara and Art Janacek of Rock-Ola.
 |
| 1966-04-23 Billboard |
TOP EXECUTIVES of Sega Enterprises, Ltd. pause during a recent tour of the giant Rock-Ola Manufacturing Corp. plant in Chicago to examine canned drink venders just off the assembly line. Sega, Rock-Ola outlet in the Far East, is the largest coin-equipment firm in that part of the world and is also the largest operating firm in Japan. The company's central offices are in Tokyo. In the photo are Noboru Hirohara, director of Sega Enterprises; Hiroshi Miyasaka, manager of Higashi Kyushu District; George Tanaka, manager of General Affairs; Max Murakami, manager, shipping department and Kazuo Yoshida, manager of Hokkaido district.
 |
| 1966-08-06 Billboard |
Service Schools Go International
OSAKA, Japan-Sega Enterprises, largest coin machine operating firm in the Orient and distributor of Rock-Ola equipment, recently conducted a series of Rock-Ola service seminars which commenced here and was continued in Kobe, Kyoto, Tokyo, Yokohama, Saitama, Chiba, Gunma, Tochigi, Ibarji and Shizouka.
This included the Kansai District of southern Japan and the Kanto District, or north Japan.
Sega's operation spans all of Japan, incorporates 33 local district offices. The firm employs over 600 people servicing 2,400 pieces of music and game equipment. The firm's home offices are in Tokyo.
John Kano said that Sega finds it important to operate a trouble-free line of phonographs because the tariff on replacement parts is quite high in Japan.
"We've found with Rock-Ola that service costs are practically nil," he said.
[PHOTO1]
IN JAPAN the coin machine technicians attend service schools decked out in suits and ties, such as at this recent class sponsored by Sega Enterprises. A student has risen to ask a question.
 |
| 1967-04-22 cashbox |
Transcription:
Nippon Amusement Mfr's Assn. Organized In Japan; Sega's Rosen Elected; 77 Charter Members Present
TOKYO-The inaugural session of the Nippon Amusement Manufacturers Association was held last March when 77 charter members, representing the nation's major amusement machine manufacturers and distributors met at the Sega Building to agree upon a wide-ranging program for the group.
David Rosen, managing director of Sega Enterprises, was voted chairman of the association and Michael Kogan, president of Taito Trading Co., M. Nakamura, president of Nakamura Manufacturing Co., and K. Moriya, president of Nippon Recreation Equipment Co., were similarly named vice-chairmen.
Attending the meeting were high officials from the Ministry of Finance, Ministry of International Trade and Industry, Bank of Japan, and other governmental agencies.
The objective of the new association, as summarized and enunciated by Rosen at the conclusion of the initial discussion period were:
(1) To speak for and officially represent the amusement machine industry on matters of public policy and interest.
(2) To promote the welfare and expansion of the industry and actively improve the welfare and expansion of the industry and actively improve its image through an effective public relations effort.
(3) To act for the industry in supporting favorable legislation, and opposing unfair or restrictive laws or regulations.
(4) To act as a reporting agency on imports and exports.
(5) To raise industry production standards and establish quality control specifications.
(6) To act as a liaison agency for information regarding new legislation.
Unanimous approval was given to a motion calling for recognition in several positive ways of the industry's importance, and contribution to the Japanese economy.
An ambitious program was set in motion through the formation of several committees and the assignment of tasks.
Government officials in attendance pledged full cooperation in helping the Association to achieve its legitimate goals.
The group, with members from throughout Japan and Okinawa, will meet once each month. Operational funds will be obtained through assessments on the members and from other sources.
[PHOTO 1]
Sega's DAVID ROSEN
 |
| 1967-04-29 Billboard |
Transcription:
Nippon Association in First Meeting
TOKYO - The first meeting of the Nippon Amusement Manufacturers Assn., representing Japan's major amusement machine manufacturers and distributors, was held here recently.
The 77 charter members attending the meeting at the Sega Building here unanimously elected as their chairman David Rosen, managing director of Sega Enterprises. Elected vice chairmen were Michael Kogan, president, Taito Trading Co.; M. Nakamura, president Nakamura Mfg. Co., and K. Moriya, president, Nippon Recreation Equipment Co.
High officials from the Ministries of Finance, International Trade and Industry, the Bank of Japan and other top government agencies were present.
Objectives
The new association set the following objectives:
"1. To speak for and officially represent the amusement machine industry on matters of public policy and interest.
"2. To promote the welfare and expansion of the industry and actively improve the welfare and expansion of the industry and actively improve its image through an effective public relations effort.
"3. To act for the industry in supporting favorable legislation and opposing unfair or restrictive laws or regulations.
"4. To act as a reporting agency on imports and exports.
"5. To raise industry production standards and establish quality control specifications.
"6. To act as a liaison agency for information regarding new legislation.'
Committees were organized during the meeting to further these goals, Government officials present pledged full cooperation with the new association. The organization, its activities to be financed by member dues, will meet each month.
[PHOTO 1]
DAVID ROSEN, newly elected chairman of the Nippon Amusement Manufacturers Assn.
 |
| 1967-10-21 Billboard pictures labeled 1 on left, 2-4 in center column, 5 on right |
U. S. Phonos, Games, Venders Please Japanese at NAMA/JAMA
[PHOTO 1]
DAVID ROSEN, managing director of Sega Enterprises, is taking aim at an expanding world coin machine market. Sega manufactures a diversified line of equipment and distributes the Rock-Ola, Midway, Williams, Bally, Chicago Coin and other U. S. lines.
[PHOTO 2]
A VIEW OF THE SIXTH ANNUAL COIN MACHINE SHOW at Osaka, Japan, sponsored jointly by the Nippon Amusement Machine Association and the Japan Automatic Merchandising Association. Some 200 types of amusement and vending machines were on exhibit, including $50,000 worth of U. S. machines.
[PHOTO 3]
LONG LINE OF U. S. GAMES captivated the Japanese coin machine operators at Osaka. There were 190 different types of Japanese machines at the show, too.
[PHOTO 4]
SEGA MEN SEEN IN CONFERENCE during the Osaka show, from left, T. Saito, David Rosen, R. J. Lemaire, Ted Hollie and A. Takagi. Firm reported brisk sales.
[PHOTO 5]
GEISHA A-GO-GO was a high light of the Osaka show.
 |
| 1967-10-21 Cash Box |
NAMA/JAMA Exhibition Highlighted By American Machines
TOKYO "American games, phonographs, and vending machines were outstanding attractions at the NAMA/ JAMA exhibition in Osaka," according to D. Rosen, Managing Director of Sega Enterprises and Chairman of NAMA. The exhibition referred to was the 6th Coin Machine Show sponsored by the Nippon Amusement Machine Association and the Japan Automatic Merchandising Association. The huge, well decorated SEGA display included units from Rock-Ola, Williams, Bally, Midway, and Chicago Dynamic.
Eye-catching indeed were the two Japanese Go-Go dancers on an elevated platform over a Sega display of six different phonograph models. The latest U.S. made flippers and gun games also received a great deal of attention from the 7,000 persons associated with the leisure, recreation, or vending fields who visited the show between September 26th-29th.
In addition to the American equipment, more than 190 types of Japanese-made machines were displayed during the four day period.
The show was officially opened by a message from Osaka Prefecture Governor Gisen Sato, Osaka was selected for the 1967 exhibit because the city of seven million is the commercial hub of Japan.
Sega's sales division reported brisk business in both U.S. equipment and products of their own manufacture. Future joint NAMA/JAMA shows are expected to grow in importance, along with the coin machine business in Japan.
[PHOTO 1]
Two pretty GO-GO girls are shown here dancing to hit tunes played on a Rock-Ola 437 phonograph. The Japanese show attracted over 7,000 businessmen interested in the coin machine industry.
[PHOTO 2]
A pretty marksman (left) tests a Sega "Rifleman" gun game at the Osaka NAMA/JAMA show. Standing at the right is D. Rosen, Sega managing director. Sega will exhibit the "Rifleman" game at the up-coming MOA show. At the right, more than $50,000 worth of U.S. made amusement equipment is on exhibition at the annual show in Osaka.
 |
| 1967-12 VT Music and Games |
Dancers, Japanese & American Equipment Draw 7,000 To Osaka Coin-Machine Show
OSAKA, Japan - Two Japanese Go-Go dancers on an elevated platform formed one of the attractions of SEGA Enterprises display at the recent Coin Machine show here,
In addition to the girls, SEGA showed American equipment produced by Rock-Ola, Bally, Williams, Chicago Dynamic and Midway as well as its own lines. Running for four days, the 6th Coin Machine Show was sponsored by NAMA (Nippon Amusement Machine Association) and JAMA (Japan Automatic Merchandising Association). It was attended by 7,000 leisure industry businessmen interested in coin operated amusement and vending machines.
One of SEGA's own machines displayed was the "Rifleman," which was also shown at the MOA Convention in Chicago. Operators who attended that show may have missed the GoGo girls; their absence may, however, be explained by the high trans Pacific shipping rates which prevail.
[PHOTO 1 (left top)]
BIRDS IN A GILDED CAGE? Go-Go dancers attract attention above the SEGA Enterprises display at the Japanese coin machine show.
[PHOTO 2 (top right)]
BIRD'S EYE VIEW: Some of the booths at the annual Japanese show. More than 200 types of amusement and vending machines were exhibited.
[PHOTO 3 (left bottom)]
PUTTING THEIR HEADS TOGETHER: Some of SEGA's staff members hold an impromptu conference while viewing the vending exhibits. Left to right, they are T. Saito, Kansai Branch manager; D. Rosen, managing director and chairman of the Nippon Amusement Machine Manufacturers Association; R. J. Lemaire, director of planning and production; Ted Hollie, special assistant; and A. Takagi, Second Sales Department chief.
[PHOTO 4]
YEN-NY ARCADE: Japanese exhibit-goers worth of American-made equipment shown look over some of the more than $50,000 at the 6th annual NAMA/JAMA show.
[PHOTO 5]
FROM THE HIP: SEGA Enterprises managing director D. Rosen operates Midway's Space Gun Game. SEGA distributes American equipment as well as making its own.
[PHOTO 6]
DECISIONS, DECISIONS: Taking a break from her elevated performance, one of SEGA's dancers selects a tune on a Rock-Ola coin operated phonograph.
 |
| 1967-12-30 Billboard |
Sega Opens Osaka Branch
OSAKA Sega Enterprises opened its Kansai regional headquarters building here recently with a party attended by 200 guests.
The new $300,000 facility will serve the region as a combined showroom, inspection and repair shop, storage area and parts warehouse. An employee's dormitory and parking area have been placed adjacent to the main building.
Fifteen of Sega's 38 branch offices in Japan are situated closer to Osaka than Tokyo and these offices will now be able to offer customers faster and better service. (The site is near to Japan's network of expressways, Osaka airport and the Expo 70 world's fair grounds.)
Attending the ceremonies were Sega executives D. Rosen, managing director, and planning director R. J. Lemaire.
A permanent exhibit of amusement and vending machines will be on display in the showroom, including Sega's own products and those of major international firms they represent in Japan, such as RockOla, Williams, Bally, Midway, Chicago Coin, and others.
[PHOTO 1]
SEGA ENTERPRISES has opened a Southern Japan regional headquarters near the expressway at Osaka (site of Expo '70). This is the southern branch headquarters building.
[PHOTO 2]
A PARTY OPENED Sega's regional headquarters at Osaka, and among the persons present were, from left, Messrs. Ohashi & Mino of Japan's giant Toho Film Studios and David Rosen, managing director of Sega.
[PHOTO 3]
CINEJUKEBOX UNITS being loaded aboard ship in Genoa, Italy. The combination film and record machines are made at the Innocenti plant in Milan, Italy, and distributed in the U. S. by David Rosen, Inc.
 |
| 1968-04-20 Billboard |
IN A PUBLICITY DRIVE on flipper games in Japan, Sega Enterprises, Ltd., Tokyo, recently staged a beauty contest to select Miss Williams, Miss Bally and Miss Chicago Coin. Eight Sega executives chose, from left, Hiroko Sakura, Masumi Kawaguchi and Yoshiko Tanaka. Their first assignment was to model for a full color calendar, 20,000 copies of which are being distributed throughout Japan. The girls and their games are shown in full color.
 |
| 1968-05-04 Cash Box |
Rosen, Kogan, Nakamura Re-Elected To Tokyo NAMA Positions-Mfg.'s Division
TOKYO-NAMA, the Nippon Amusement Machine (Manufacturers) Association, held formal elections during their regular meeting recently at the Conference Hall of the Tokyo Chamber of Commerce Building. A 14-man board of directors was voted and executive officers were designated from among the board.
Re-elected Chairman was David Rosen, managing director of Sega Enterprises Ltd. The two vice-chairmen, Michael Kogan of Taito Trading Co., and Masaya Nakamura of Nakamura Seisakusho, were also re-elected to their posts. Representatives of the firms of Crown Denki and Takara Kagaku were appointed auditors for the forthcoming term. Nakamura and Katsumi Takami of Taito jointly presided over the elections.
George Tanaka, an executive of Sega, gave an address in which the highlights of the preceding year were recounted and the association's goals for the future stressed. It was determined that NAMA would publish its own (Japanese language) amusement business newspaper in the near future. The motion to employ a qualified editor and assistants for the new publication was approved.
Chairman Rosen, after conferring later in the day with Directors of the Association, stressed that NAMA would follow an exceptionally active and progressive course during the coming year. Increased emphasis will be given to promoting cooperation among association members, and in communicating a favorable image of the industry to the government and public.
 |
| 1968-06 VT Music and Games |
Transcription:
English Group Visits Sega
TOKYOA 10-member group of leading British coin industry executives and their wives have completed a visit to the Sega Enterprises headquarters here to highlight the first portion of their 22-day Far East tour.
The survey trip is sponsored by the Amusement Trades Association, a founder member body of the National Amusement Council of Britain.
Leading the group was ATA chairman Bert Rundle. Other team members included George Coughtery, Harold Wareing, Edward Donovan, Stanley Munday, Nathan Koss, Anthony Bonner and Ray Featherstone.
A verbal outline covering the coin machine and amusement-
recreation industries in the Far East was given by Sega president David Rosen. There was also a two-hour tour of the plant.
Rosen later welcomed the ATA group to Japan in the capacity of chairman of the Nippon Amusement Machines (Manufacturers) Association at a luncheon given in their honor by Sega.
A birthday party reception for Bert Rundle was given at the home of Rosen. Rundle, who is 80 years old, is known internationally as a pioneer of the British coin machine industry.
The ATA members later de parted for trade visits in Hong Kong and stopovers in Bangkok, Delhi and Agra. The group re turned to England May 11.
[PHOTO 1]
ATA GROUP AT SEGA: ATA members posed for a group photo during their visit to Sega. Front row (from left to right): Eiko Iwawaki (Sega); Mrs. Carrie Coughtrey; Bert Rundle; David Rosen; Irene Wareing; Yoshiko Kojima (Sega). Second row: George Coughtrey; Harold Wareing; Nathan Koss; Stanley Munday; Anthony Bonner: Edward Donovan and Ray Featherstone.
[PHOTO 2]
DINNER PARTY: ATA members prepare for a genuine Japanese meal given in their honor by Sega.
[PHOTO 3]
MOTOPOLO: Stan Munday tries his hand at the new Sega Motopolo while Mrs. Harold Wareing and George Tanaka look on.
 |
| 1968-06 VT Music and Games |
Transcription:
Sega Gets Area For Training Program
TOKYO To obtain more - classrooms for its expanding employee training program, Sega has leased and partioned 3,000 square feet on a building over- looking Tokyo Airport. Both day and evening sessions are being scheduled here, allowing instructors to give individual attention to enrollees.
 |
| 1968-06-01 Billboard |
Sega Installs Century 100 Computer
TOKYO-Sega Enterprises, Ltd., international coin machine manufacturer, will install a Century 100 computer system to facilitate the placement of machines and the utilization of Sega's record library.
Sega has been using a smaller computer for several years and will be the first commercial firm in Japan to install the new system. Supplied by the National Cash Register Co. of Japan, the EDP (electronic data processing) control system will further computerize the control of Sega's coin-operated amusement machines.
 |
| 1968-06-29 Cash Box - Rosen profile part 1 |
CashBox PROFILE ON: David Rosen Pace-Setter Of Japan's Coinbiz
This week's Cash Box Profile subject is David Rosen, managing director of Sega Enterprises Limited. Mr. Rosen has been a pace-setter in the coin-operated machine industry in Japan for over a decade, during which time the company he founded, Rosen Enterprises, became the major operator of arcades and amusement centers in Japan. He has a diversified background in general management, finance, import-export, and all aspects of the coin machine industry. During the past few years, Rosen has successfully led Sega into new, compatible fields, while utilizing the latest and best management techniques. Because of his long tenure in the Far East, and the active nature of his involvement in industry, he has many Japanese friends at the highest levels of government, banking and business.
"Sega is Japan's largest manufacturer, distributor, importer, exporter and operator of coin machines and exports to 30 countries world wide," Rosen said in reference to Sega's vast manufacturing facilities and executive offices. He went on to state that "Sega was founded in 1952 and has undergone a series of mergers in recent years. The last merger was completed in 1965 when Nippon Goraku Bussan and Rosen Enterprises united, after many years of cooperation, to form the present firm." (The Sega name had long been used as a trademark on products distributed by both firms.)
Key executives
Sega operations are administered by an experienced management team which includes Raymond J. Lemaire, director, product planning and production. Mr. Lemaire is one of the founders of Sega. He has spent 25 years in the coin machine industry and is well-known internationally for his contribution to the field. Since the inception of Sega, Lemaire has been a strong advocate of "quality first" and, as such, has made Sega engineering a model for the industry.
Another of Sega's key executives is John Kano, director, operations division. Kano has a comprehensive knowledge gained over 20 years of all aspects of the amusement/recreation business in Japan. He directs the activities of Sega's branch, arcade, and route managers, administering with a perception gained through personal involvement in every fact of these positions.
Overseas Activities
Mr. Rosen said, "we have appointed distributors in countries throughout Asia and, because of geographical proximity, deals directly with these well-rated firms. Sales promotion, liaison and technical advisory services are coordinated from Hong Kong by Sega director, Scott F. Dotterer. Sales in southeast Asia are expanding rap idly under the energetic leadership of Mr. Dotterer." He further stated, "the world wide agency (European, U.S. and other than Southeast Asian markets) for Sega products has long been held by Club Specialty Overseas, Inc., a company with an excellent reputation and long experience in the coin machine field. They maintain liaison offices throughout the world to support a very strong distributor network."
Organization and Administration
Organizationally, Sega has four main divisions Production, Operations, Sales and Military Sales. These divisions are administered through a "Line and Staff' structure. Many of the approximate 1,200 employees have been with the company since its inception. Mr. Rosen comments on various aspects of the divisions:
Production Division: Production Planning
"One of the major reasons for Sega's success and position in the industry is its exemplary handling of production management and planning. Considerable executive skill is involved in evaluating market estimates, budgetary amounts and specific company objectives in determining what is to be manufactured, how much, and for whom."
Research and Development
"R & D plays an exceptionally important role at Sega, in line with management's view that the future of the coin-operated game industry depends upon timely innovation. A 'programmed invention' approach has been adopted in order to maintain a ready-to-go reserve of fully engineered games.
"In addition to the backlog of game concepts on file, 12 new games are normally in the process of development or refinement. These games are phased into production in accordance with market demand, plant capacity, and other determining factors.
"A total of 84 technicians or engineers staff the R & D and Production Engineering departments. Testing facilities and equipment are extensive."
Prod. Engineering
"Sega's PE Department does the engineering on new products after thoroughly considering the results of materials research. An effort is made to combine the best artistic and structural design features within cost guidelines.
"The design criterion for equipment destined for overseas is to produce units with strong player appeal that are too expensive to engineer and make in limited quantity in the U.S. or Europe."
Quality Control
"All parts manufactured for use in Sega coin-operated games and payout equipment must undergo stringent quality control tests. Newly developed products and components are subjected to extensive functional examination to determine life expectancy. Production line parts are frequently checked at 3 levels to insure absolute adherence to specifications."
 |
| 1968-06-29 Cash Box - Rosen profile part 2 |
Military Sales Division
"Sega has established an extensive sales and service program designed to meet the needs of overseas U.S. military units. Representing major American coin-industry firms in addition to selling it's own wide range of products, Sega is in the enviable position of being able to supply machines, parts, and service. Sega's network of technicians is spread throughout all of the principle cities of Japan and authorized agents have been appointed for other countries where United States military personnel are stationed."
Personnel
"Among the important operational areas grouped under this organizational unit is the personnel section. Personnel policies followed by Sega are among the most enlightened in the Far East, and employees are provided with medical and life insurance, seniority raises, retirement allowances, company-sponsored outings and recreation, low-priced meals at company cafeterias and snack bars, dormitory facilities, commutation expenses, together with efficiency bonuses, incentive awards, etc. Rapid advancement of qualified staff members is assured because of the firm's accelerated growth rate."
Staff Training
"Extensive training programs have been established to facilitate in-plant promotion of qualified staff members. Instruction is given in a variety of technical and managerial subjects by experts in these fields. A number of courses have also been inaugurated to help leisure time such as flower arranging, karate, and cooking."
Competitive Position
"Sega's position is very strong in all areas where it has elected to compete. Pioneering the field has also made the name of the company synonymous, or readily identifiable, with coin operated equipment. And size- the dominating of coin machine production, distribution, and operation has undoubtedly conferred many advantages. Sega plans, in the future, to capitalize more on the asset of size by penetrating district markets systematically and in depth with a variety of new programs."
Corporate Goals
"Sega seeks to continue its present profitable positions in manufacturing, distributing and operating in order to exploit its own strengths and the advantages of its geographical position. The company intends to profit from its size by entering into the related leisure industry and coin machine fields and by innovating and selling a wider variety of products suitable for both Japanese and international markets.
"The primary goals, thus, are to improve product range, expand sales volume and enter related fields strongly supported by the dominant position the company currently enjoys. To facilitate expansion plans Sega will actively seek the cooperation of major overseas firms.
"As a part of the company's program of systematically reviewing business opportunities in the framework of potential profitability, practicability and relation to present lines, Sega staff members are currently studying the feasibility of entering the general fields of vending and electronics.
"Although many aspects of these general fields have formed and are forming a part of Sega's areas of operation, the decision to enter these related businesses in strength has not been taken during the past years for reasons of timing, venture priority, and anticipated comparative profitability.
"Similar decisions are pending on the possibility of entering the major amusement ride and fair display fields. A renewal of interest has been oеcasioned in these latter areas in view of the forthcoming 1970 Osaka World Exposition."
Market Potential
"The leisure/amusement/recreation industries continue to boom in and outside of Japan, where Sega is involved, and long term projections are very favorable. The management of Sega is fully aware of the importance of basing strategic programs on realistic long-range objectives. In the past, the problem has always been one of underestimation of potential, rather than of overconfidence. The market potential of Sega products and services, based as it is on goals that are attainable with reference to prevailing and projected conditions inside and outside the company, is outstanding."
 |
| 1968-07 VT Music and Games - part 1 |
Sega Opens High Rise Arcade
YOKOHAMA Thinking skywards is proving to be good business for Sega Enterprises, which last month opened the Yokohama "Golden Center Game Corner" a 1500-square meter arcade on the leased seventh floor of a new seven-million dollar building.
The entire building was opened at a $90,000 two-day formal ceremony attended by the Prefectural Governor, the Mayor of Yokohama, Diet members and 2500 guests.
A beauty contest to select Miss Golden Center and a concert marked the opening day. Government and civic leaders present for the building inaugural helped launch the 120-machine arcade which is decorated in a family style carnival motif.
In view of the excellent initial business, the number of games is being increased to 140. Sega has opened a number of "upper story" arcades, since starting this concept here a few years ago.
The Golden Center was opened in traditional Japanese style with three Shinto priests priests s blessing the premises and equipment in an hourlong "purification ritual." The new building also contains two wedding halls and five types of foreign restaurants.
Most of the opening day's 120 machines were made by Sega or the major American firms that Sega represents.
[PHOTO 1]
HIGH RISE ARCADE: Above, a corner of the new 120-machine seventh floor Sega arcade before the official opening. Below (left) Sega's latest "high-rise" arcade covers an entire floor of the new Golden Center Building in Yokohama. Below, (right) Miss Golden Center (left) and her runner-up (right) helped the governor and mayor inaugurate the arcade.
 |
| 1968-07 VT Music and Games - part 2 |
Sega Celebrates Umeda Arcade's Anniversary
OSAKA - An anniversary party to mark 10 years of close cooperation was sponsored jointly here by the directors of the Toho Motion Picture Co. and Sega Enterprises. The occasion also marked the tenth birthday of Sega's Umeda Arcade in the Toho Theater Building.
Over 300 guests from the amusement, recreation and entertainment industries attended a buffet luncheon. Film stars under contract to Toho were invited and their presence added greatly to the spirit of the occasion. The guests were each given a specially inscribed souvenir.
Toho and Sega have cooperated in several distinct areas of the amusement/recreation field. Further, most of the arcades established by Sega in the past 10 years have been in collaboration with Toho.
The Umeda arcade (150 ma chines) is one of the world's largest and busiest with more than 3,000 visitors each day. It is situated in a structure devoted to all types of recreation. Movies, maj-jong rooms, Olympia Centers and restaurants are found throughout the massive building. The arcade, itself, has four separate entrances from several levels.
Anniversary toasts at the party were given by Toho director of operations G. Inoue and Sega president David Rosen, who both, in their remarks, looked forward to expanding cooperation on the sound basis of the many successful joint ventures inaugurated during the past decade.
[PHOTO 1]
UMEDA ARCADE: This arcade in Osaka is one of the world's largest and busiest. It has 150 machines and over 3,000 people per day visit it.
[PHOTO 2]
TENTH ANNIVERSARY: Sega recently celebrated its tenth anniversary of cooperation with Toho Motion Picture Co. and also the Umeda Arcade in the Toho Theater Building in Osaka. 300 Guests turned out.
 |
| 1968-07-06 Billboard |
Sega High-Rise Arcade To Include 140 Pieces
[PHOTO 1]
SEGA ENTERPRISES has opened as opened a seventh-floor arcade in the $7,000,000 building in Yokohama, Japan. Called the Golden Center Game Corner, the facility encompasses 1,500 square feet and will include more than 140 games and amusement pieces. Sega has another such arcade in Osaka that boasts 150 games.
[PHOTO 2]
SHINTO PRIESTS are pictured here during a ritual they performed on the opening day of the arcade.
[PHOTO 3]
MISS GOLDEN CENTER (left) and the runner-up participated in a beauty contest.
[PHOTO 4]
ARCADE VIEW with some some of the 140 pieces of equipment. More than 50 percent of the machines are made in the U. S. More than 2,500 people attended the opening ceremony of the center. Among the the guests were the Prefectural Governor, Yokohama's mayor and other dignitaries. John Kane, Sega operations division director, was among the hosts.
 |
| 1968-08 VT Music and Games |
Sega Installs Arcade On Floating University
TOKYO Seven hundred and fifty Japanese college students and business trainees, together with 50 instructors, were aboard the "Pacific University" as it left on the first of a series of 5-week voyages. Converted from the passenger liner Margarita, the "floating college" is equipped with lecture rooms and, for recreation, a complete Sega amusement arcade. The arcade contains a variety of equipment manufactured by Sega or the major U.S. firms the company represents in Japan (Rock-Ola, Williams, Bally, Midway, Chicago Coin, etc.).
The "Pacific University" students will study languages, sociology, political science and international relations while at sea, and will meet with American university students during port calls at San Francisco, Los Angeles, and Honolulu.
Thousands of well-wishers thronged Tokyo's Harumi Pier to bid bon voyage to the travelers (along with a crew of Sega technicians who faced last minute problems in getting several machines on board and arranging for extra A.C. electric power sources.
Accompanying the cruise to act as mechanic and arcade attendant is Toshio Ikoma of Sega's Osaka district. Handling the ship's arcade is regarded as a choice assignment and each 5 week voyage will see a different technician aboard. In the past Sega has installed games and payout equipment on ships operating in the Atlantic and Pacific and the South China Sea. Other vessels plying the Pacific shipping lanes are scheduled to start similar Sega arcades.
Responsible for arranging installation of the games aboard the "Pacific University" was Sega's director of operations "Captain" John Kano (a former ship's officer and engineering graduate of a merchant marine academy).
[PHOTO 1]
PUSH AND PULL: The location of the game room necessitated loading the machines through a side hatch.
 |
| 1968-09 VT Music and Games - part 1 |
FAR EASTERN REPORT
1968 Japan Coin Machine Show Draws 18,000; Outdoes Previous Year
TOKYO, Japan A throng of some 18,000 industry members, guests and friends jammed the Harumi Fairgrounds on the first day of the Seventh Annual Japan Coin Machine Show.
The four-day show was auspiciously inaugurated at a ceremony just prior to the opening, under the direction of David Rosen, chairman of the Nippon Amusement Machine Manufacturers Association (NAMA) and president of Sega Enterprises. Senior Diet member and former Speaker of the House Kikuichiro Yamaguchi cut the ritual ribbon and declared the four day show officially open. He delivered a welcoming address in which he expressed confidence that the Japan coin machine industry would continue its rapid expansion.
This address was followed by a speech by Sega's Rosen, and the reading of congratulatory telegrams from cabinet ministers, other government leaders, and noted parliamentarians. According to report, sales made during the first day were "excellent." Many visitors indicated that the 1968 exhibition was "considerably more impressive" than the 1967 NAMA show held in Osaka (V/TMG, December, 1967).
The Sega display included representative models of equipment produced by the company, as well as American lines which Sega imports and distributes in Japan. Sega's line included the Periscope, Basketball, Motopolo, Helicopter and Rifleman games. Among American manufacturers whose products were displayed are Rock-Ola, Williams, Chicago Coin, Bally and Midway.
Several special events and discussions were scheduled for the period of the show and the following week.
Attendance was augmented by curious visitors from the 1968 Japan Electronics Show, held concurrently at the Harumi Fair grounds, and by the admission of the general public and the invitation of guests from other segments of the leisure industry.
[PHOTO 1]
SUPER SKILL DIGA REVEALED: Instructors Junko, Hiroko and Midae provide guidance on the operation of the Sega Super Skill Diga game during the Show. Some 18,000 industry members, guests, friends and visitors attended the show on its first day. Held at the Harumi Fairgrounds in Tokyo, the Show was lauded by numerous government figures, and acclaimed as a success by members of the industry.
[PHOTO 2]
IN A DAY'S WORK: Sega president David Rosen (right), who chairs the NAMA, chats with industry friends at the Sega booth. He describes this part of his responsibilities as "fringe benefits."
[PHOTO 3]
SEGA LINEUP: Manning (so to speak) the Sega booth are (L to R) Miss Rifleman, Miss Basketball, Miss Motopolo and Miss Periscope. Sega also imports American games.
[PHOTO 4]
CENTERS OF ATTRACTION: The new Rock-Ola 440 "psychedelic money-grabber" is reinforced by dancer Hiroko Sakura. The machine, featuring a number of innovations, arrived just in time.
[PHOTO 5]
LOCK AND LOAD: Masami Kawaguchi takes aim at a rhamphorrynchus which she detected in the Midway "One Million BC" game. Her revolver proved unnecessary to down the beast.
[PHOTO 6]
SOCCER TO THEM: Actress-singer Keiko Kanazawa demonstrates the Bally World Cup soccer game to the visitors at the 1968 NAMA (Nippon Amusement Machine Mfrs. Assn.) show.
 |
| 1968-09 VT Music and Games - part 2 |
CUT: Senior Diet member and former Speaker of the House Kikuichiro Yamaguchi (center) officially opens the 1968 show at a ribbon- cutting ceremony. Right to left are David Rosen, Sega president and NAMA chairman Masaya Nakamura, NAMA vice-chairman and president of Nakamura Seisakusho; Yamaguchi; George Tanaka of Sega Enterprises, show coordinator and master of ceremonies; and parliamentary secretary Tamai.
 |
| 1968-10-05 Cash Box |
Thousands Flock to Japan Coin Show
TOKYO-The opening day of the 7th Annual (1968) Japan Coin Machine Show was a resounding success, with an estimated 18,000 in attendance. Accounting for the large crowds was the fact that the general public was admitted together with invited guests from the leisure industry (approximately 3,000 persons from the industry were included in the total for the day).
The opening ceremonies were under the direction of David Rosen, Chairman of the Nippon Amusement Machine Manufacturers Association (NAMA) and president of Sega Enterprises. Senior Diet (Parliament) Member and former Speaker of the House, Kikuichiro Yamaguchi, scissored the ceremonial ribbon before a limited group of exhibitors and declared the 4 day show officially open.
Mr. Yamaguchi, in his welcoming address, expressed confidence that the Japan Coin Machine industry would continue its rapid expansion. Mr. Rosen's remarks were given at the ceremony before congratulatory telegrams were read from cabinet ministers. other government leaders and noted parliamentarians.
Sales made during the first day of the show were reportedly excellent and many visitors indicated that the 1968 exhibition was considerably more impressive than the 1967 NAMA show held in Osaka. Several special events and discussions have been planned for the period of the show (Sept. 20-23) and the following week. The 1968 Japan Electronics Show held simultaneously at the Harumi Fairgrounds was responsible for swelling attendance.
[PHOTO]
Senior Diet Member and former Speaker of the House Kikuichiro Yamaguchi (center) cuts the ribbon to mark the official opening of the 1968 Coin Machina Show at Harumi Fairgrounds in Tokyo. Holding the ribbon at the right David Rosen, Chairman of the Nippon Amusement Machine Manufacturer Association (NAMA) and President of Sega Enterprises. At the Chai right is Masaya Nakamura, one of the two Vice Chairmen of NAMA President of Nakamura Seisakusho. Show Coordinator and Master of Ceremony George Tanaka of SEGA is standing at the left (holding ribbon) next Tamai, Parliamentary Secretary to Diet Member Yamaguchi.
 |
| 1968-10-19 Billboard |
SEGA PUNCHING BAG unit is shown being tried out by Hiroko Sakura. The unit was one of several shown by Sega during the recent Nippon Amusement Machine Manufacturers Association show in Tokyo.
 |
| 1968-11 VT Music and Games |
UP PERISCOPE: The Purple Shadows, a well-known Japanese music group, pose with the Sega Helicopter on a visit to Sega for a Meet The Stars appearance.
 |
| 1968-11 VT Music and Games |
JAPANESE READER: Crown Records artist Mariko Matsudaira reads a copy of V/T Music & Games during a visit to Sega Enterprises headquarters in Tokyo.
 |
| 1968-11 VT Music and Games |
TRYING HER LUCK: Actress and TV personality in Japan Kyoko Miura smiles prettily as she tries her luck at the Sega Skill Diga. She was visiting Sega headquarters.
 |
| 1968-11-09 Cash Box |
News from SEGA
[PHOTO 1]
Pitcher and catcher of the winning team in the annual SEGA Baseball League Tournament are Shoichi Inoue (R) and Eisaku Tokushige of the Quality Control Department. The tournament was held on September 20th and 21st, with more than 200 players participating.
[PHOTO 2]
SEGA SEMINAR ENDS. Thirty-eight branch managers from Japan and several staff members from other Pacific areas were on hand for the semi-annual business conference and seminar held in Tokyo earlier this month. During the 3-day seminar, technical staff members explained the latest features on equipment from Rock-Ola, Williams, Bally, Midway, Chicago Dynamics, etc.
[PHOTO 3]
Rising Star. Mari Arikado's popularity is increasing rapidly in Japan, where she is under contract to Teichiku Records. During a recent visit to SEGA Enterprises for a "Meet the Stars" appearance, Mari posed with the new Rock-Ola 440.
 |
| 1968-12 VT Music and Games |
HOLIDAY GREETINGS FROM TOKYO: Japanese TV personality Akemi Misawa extends holiday greetings to American operators from Sega Enterprises.
 |
| 1968-12-21 Cash Box |
[PHOTO 1]
Nariyuki Kubouchi and his Romanesque Seven dropped by SEGA Enterprises headquarters for the "Meet the Stars" program and to try their hands at Bally's World Cup soccer game.
[PHOTO 2]
'Digging in' at SEGA's Tokyo office are Toshio Hara and his B&B's as they stopped by for an impromptu concert for staff members during their recent "Meet the Stars" visit.
 |
| 1969-03 VT Music and Games |
SUNSHINE AT SEGA: Popular Victor artists, the Sunshine Sisters (Himawari Kyodia), show off copies of V/T Music & Games during a visit to the headquarters of Sega Enterprises in Tokyo. The girls are experts with the three-stringed shamisen.
 |
| 1969-03-29 Billboard |
SEGA OUTING. Pictured here are 180 employees of Sega Enterprises during a recent company party. Japan, enjoying a ski boom now, features many resorts where coin-operated games and jukeboxes are located.
 |
| 1969-04 VT Music and Games - part 1 |
 |
| 1969-04 VT Music and Games - part 2 |
G&W Gets Partial Interest In Sega
TOKYO - Sega Enterprises president David Rosen announced officially at a board meeting that a partial stock exchange had taken place between shareholders of Sega and Gulf & Western Industries, Inc.
Rosen stated that the company anticipates "great expansion in all areas of the coin machine business both in Japan and internationally as a result of this affiliation. We also foresee the possibility of expanding the scope of Sega's manufacturing efforts and exports into new lines."
The Sega president indicated that "many new recreation and amusement opportunities are opening up on both sides of the Pacific and our two firms look forward to united progress in the leisure-time industry." He said further discussions are scheduled for the near future which will explore in detail the best areas of cooperation.
According to a spokesman at Gulf & Western, the conglomerate had obtained an interest of about 60 per cent in the Tokyo-based company. This was accomplished by the acquisition of the stock of several non-Japanese shareholders in Europe and Australia.
In addition to operations in the leisure-time field, Gulf & Western, a diversified multi-industry company, serves world-wide markets through operations in manufacturing, distribution, metals and chemicals, agricultural, paper and consumer products and financial services.
 |
| 1969-04 VT Music and Games |
Take up 25¢-Play, See Prototypes At Sega Meet
TOKYO Thirty eight branch managers gathered together here with key members of Sega's headquarters staff for a 2 1/2 day seminar covering many aspects of Sega's operations in Japan.
Participants were shown restricted-access prototypes of five new Sega games, three of which are also scheduled for eventual shipment overseas on the company's regular program of exports.
With president David Rosen unavoidably absent on an overseas business trip, the seminar was held under the chairmanship of Planning and Production Director Ray Lemaire, assisted by operations Division Chief John Kano.
Rosen's forwarded instruction and commentary on trends in the industry were communicated to the seminar participants by Lemaire, who led the subsequent question and answer periods.
His message called attention to the fact that Sega's planned campaign to introduce quarter play Periscope had been awarded first prize at the last IAAP show in Chicago.He cited with appreciation the assistance of key overseas distributors and the spontaneous work of magazine editors who had supported the need for quarter-play as necessary to the advancement of the industry. Rosen further thanked the Sega R&D and Production Engineering departments for providing the games that made the actual introduction of quarter-play a practical possibility.
In his message, he recounted the advantages of such pricing to the manufacturer, distributor. operator and location owner. He further stressed that manufacturers should not look only to the economics of production. but should pay increased attention to a pricing strategy that would earn the most for the operators of their equipment. The sale of a piece of equipment should not end the manufacturer's responsibility to the buyer, Rosen indicated.
The Sega president explained in his communication that "pricing is frequently an exercise in mass psychology, and that psychology helps to explain part of the attraction of a coin-operated game and justify the value judgment involved in adopting quarter-play."
He indicated that the industry problems being solved by this. pricing in the United States were present in other countries and that Sega was helping operators in other countries with a similar campaign. Rosen went on to review the steps taken by Sega in Japan to institute the equivalent of quarter-play
[PHOTO]
QUARTER-PLAY: Planning & Production director R. J. Lemaire conducted the meetings and passed on a message from Sega president David Rosen, who was off on a business trip. It concerned Sega's efforts to stimulate quarter-play for the good of the international coin machine industry.
 |
| 1969-04-12 Cash Box |
JAPANESE COIN ASSN. ELECTS NAKAMURA 1969 CHAIRMAN
TOKYO The Nippon Amusement Machine Manufacturers Association (NAMA) at its annual election meeting Monday (March 24th) named Masaya Nakamura of Nakamura Seisakusho to the post of Chairman for the coming year. Outgoing Chairman David Rosen of SEGA Enterprises, who had come to the end of his mandated two terms of office.
will fill a senior advisory role in the future in cooperation with Vice Presidents Michael Kogan of Taito Trading Company and Kazumi Kasahara of Kasahara of Kasahara Seisakusho (representing amusement park equipment manufacturers).
The outgoing chairman congratulated his successor warmly and expressed the long-held conviction that such rotation of leadership responsibility was absolutely necessary "to keep the association a rapidly growing cooperative body fully responsive to the needs of the industry."
Among the subjects discussed at the meeting was the participation of NAMA members at the forthcoming World Exposition (EXPO'70) to be held in Osaka.
This photo was included without any caption:
 |
| 1969-04-19 Cash Box |
 |
| 1969-04-26 Billboard |
Transcription:
SEGA ENTERPRISES recently welcomed the above assembled. 102 spring graduates who are employed at the huge Japanese firm. Sega President David Rosen (seated 10th from left side) welcomed the group and stressed the career advantages of the coin-operated entertainment industry.
 |
| 1969-05 VT Music and Games |
Transcription:
Sega Programmer Gets On Japanese TV
TOKYO Shigeo Kobayashi, one of Sega's resident experts on the selection, purchase and placement of juke box records, was interviewed during an hour-long television program last month.
Kobayashi gave his opinions on hit songs and explained the criteria he followed in choosing records for Sega's nation-wide network of thousands of juke boxes. He pointed out during the interview how important juke box coverage was to the success of a record in Japan.
 |
| 1969-05 VT Music and Games |
U.S. Games Well Received At Tokyo Trade Fair
TOKYO American games and coin-operated phonographs were attracting large crowds at the Sega Enterprises exhibit during the first days of the 1969 Tokyo International Trade Fair which opened April 17 for a 20day period.
Sega demonstrated the latest U. S. equipment from Rock-Ola, Midway, Williams, Bally. Chicago Coin and Nutting Associates (in addition to games of its own manufacture). Particularly popular were Cabaret, Op-Pop-Pop. Pirate Gold Dog Fight, Computer Quiz (programmed in Japanese) and Rock-Ola's 440 and 441.
Twenty one countries are sponsoring national displays or pavilions at the fair and more than 2,300 Japanese and foreign countries are occupying 4,000 booths. Approximately 3,000,000 people are expected to attend, including visitors from 90 countries.
Tokyo Governor Ryokichi Minobe, several Cabinet Ministers and the entire diplomatic corps were present to inaugurate the fair. Many of the dignitaries stopped later at the Sega exhibit, which was one of the most outstanding.
Scores of Japanese stage, screen and television personalities volunteered to help out at the Sega exhibit during the run of the fair. In addition to the stars, president David Roses and vice president Ray Lemaire were on hand to welcome important inaugural day visitors.
A feature of the exhibit was the darkened "psychedelic room" where Rock-Ola's 40 and 441 were illuminated by flashing multi-colored lights.
The new Sega Missile was introduced at the fair and early reports evidenced tremendous drawing power, Rosen stated Other Sega games designed for 25c play, such as the Periscope, were also well received.
The sale of American-made equipment in Japan is expected to continue at a high level, in view of the recent unique credit/loan arrangement for operator financing that was negotiated by Sega with the giant Sumitomo Bank. Display of the equipment, at the fair, Rosen felt, will further stimulate demand.
[PHOTO 1]
GAME DISPLAY: Singers Eiko Segawa, Chizuko Arai and Miki Kawana sang near a Periscope at Sega's booths. The singers helped president David Rosen greet inaugural day dignitaries who toured the huge Tokyo International Trade Fair.
[PHOTO 2]
NO ABM PROBLEM HERE: Sega's David Rosen tries the firm's new Missile shortly before the opening of the fair.
[PHOTO 3]
GREETING THE VISITORS: The Sega exhibit hosted the singing group of Maki & the Makies during the opening day at the fair. The singers signed autographs and helped to focus attention on the equipment.
[PHOTO 4]
MANNING THE BOOTH: Sego president David Rosen pauses near a display of American made games and Rock-Ola phonographs.
 |
| 1969-05 VT Music and Games |
Sega Offers Business Checklist
TOKYO - In a newsletter sent regularly by Sega to affiliated operators in Japan, David Rosen recently urged operators to improve their business through increased use of the latest management tools.
The Sega president indicated in a prefatory statement that the firm's own branch managers had greatly benefited from adopting recommended techniques and that affiliated operators could expect similar results.
Rosen went on to list several methods which could properly be used to increase income, improve efficiency and solve recurring problems. He emphasized, in conclusion, the importance of considering every detail of the operator's work in a systematic way.
As an example, he added to the article a checklist made and adapted for the coin machine industry by Sega. Rosen explained that the checklist was originally developed to cover manufacture, distribution and operation (the three fields in which the company is active), but that operators could use the part of the checklist which related to their own activities.
 |
| 1969-06 VT Music and Games |
Sega's Rosen Urges Industry To Go For Quarter-Play
"Charge More Earn More" was the recent counsel of Sega Enterprises president David Rosen to Japanese operators and location owners. The message was carried in Sega's newsletter. Since everything in the article is quite applicable to the United States, we this translation. printing
[PHOTO]
David Rosen
There are four main categories of reasons why operators must now reassess their pricing structure: (1) World-wide economic changes linked to inflation, (2) Pricing strategy changes, (3) Mass psychology and changes in the public's leisure attitudes, and (4) Industry-wide technical and conceptual changes.
The first important category covers the rapidly rising cost of doing business in nearly every advanced country of the world. Machines and equipment now cost more, taxes and levies are increasing, overheads are soaring, and interest rates are becoming prohibitively expensive. Common sense dictates that the first thing a businessman must consider is how to stay in business.
In the normal competition of commerce an operator can usually stay in business and increase his profits by: providing better service; improving the environment of his place of business; lowering his operating costs; exploiting factors that can favorably influence customers, such as promotion, publicity and advertising; and, more importantly, by charging a price that is high enough to assure a good return on his considerable investment.
In a period of generally escalating prices the value of the entertainment an operator provides has not diminished and there is no reason why he should charge less for his services or the use of his equipment. There are, in fact, many cogent reasons why he should charge much more. In the serious business of providing amusement and illusion, it is all the more important that operators act realistically.
It is illusory to think that low prices would eventually bring in sufficient business volume to exceed what could be earned at the correct higher multiple per play (not to mention the additional depreciation on the equipment and the extra service costs the lower price would entail). It It is is realistic realistic to approach the problem with the question "How should I raise the price per play and by how much?"
With few exceptions, operators who raise raise per-play prices in a systematic way find that even when the average number of plays drops percentage-wise for a period following the changeover, the total income does not drop. After a brief period, income rises to a satisfyingly higher level. Even experienced operators are often amazed at what the public will accept in the way of higher prices when the changeover is handled intelligently.
While it is true that crowds attracted by a department store bargain sale will stimulate additional purchasing enthusiasm, this is only marginally the case at arcades and game rooms.
Coin amusement equipment locations cannot be operated in the same as consumer goods outlets. This leads us to the 2nd main category of reasons why it is imperative that operators re-evaluate their per-play price structure: the changes that have occurred in pricing strategy.
Pricing strategy used with coin operated equipment is, of course, entirely different from that used in other lines. And, pricing with coins for smaller unit sales is different from pricing with banknotes. Obviously a 19c price tag (instead of 20c) will attract a supermarket shopper when the item is one of many to be purchased. A price of 19c or 24c will not, as you know, attract people to coin operated machines.
Similarly, we're not dealing with items of $4.98 and $0.95; we're dealing with pocket change. If we were to set a machine at 7c or 8c we all know that we would get far fewer plays than at 10c. People tend to play initially for the change they have in their pockets. Because of inflation people now carry more of the higher denomination coins than they did a few years ago.
Pricing strategy necessarily involves considering questions of convenience, timing, placement of machines, a breakdown of pocket change, presentation of machines, promotion of the establishment, the type of clientele, public psychology, etc. After analyzing the diverse factors involved in the less-than-scientific field of pricing, it is usually wise to "err" on the side of charging "too much," rather than "too little."
We should boldly charge what the market will bear, even if this means fewer plays and an initial temporary drop in anticipated income. Pricing is both a strategy and a tactic, which raises the third category of reasons for reviewing price structure - public psychology and evolving leisure attitudes.
In our business, we're selling something ephemeral - an experience. We're stimulating curiosity, challenging skill, and allowing players to compete against the machine, themselves, to be amused, and to be entertained.
A person plays a skill game or a juke box because he desires to do so. He plays for his own reasons and may be following one or several of many possible psychological motivations.
In deciding what to play at a "pocket change" entertainment location, no one likes to think that his game of choice is "too expensive." No one wants to say to himself "I'd like to play it, but I can't afford it."
The average customer at a public location feels that he is as good (and has as much right to be there) as anyone else. He is, in a sense, proving this by participating. He is doing what is being done done at the establishment without "rocking the boat." If, for example everybody is ordering whisky at a bar, the average customer doesn't loudly demand a lemonade or a glass of free ice water. He is pleased to order something similar or slightly "better" than the other patrons.
If a tourist visits the Fountains of Trevi in Rome and fumbles for a coin to toss into this famous wishing well, he will not refuse to throw a large denomination coin, if this is the only thing he has in his pocket. On the contrary, he will frequently hurl a handful of large denomination coins "because he wants to." People spend pocket change because they want to.
The general psychology of prestige pricing has been studied at great depth and many examples are given in the text books. Frequently the physician dentist who charges more for his services will have more patients. The patient's attitude in this case is usually "He's expensive, but he must be good." "Seller" pricing plays a decisive role in forming "buyer" value judgments. The usual attitude toward a doctor with low fees is "He can't be top notch because he charges too little."
Similarly, an artist or sculptor will frequently find more potential buyers at a higher price than at a lower price level. Again, the buying public's attitude is "It's a little expensive, but it's a work of quality." Paying a little more may even give the customer greater satisfaction.
A true and speedy appraisal of the value of goods and services is something beyond the scope or experience of most persons. In making a "buy" decision the average individual may rely upon comparison shopping, on the advice of others, or on what appears to be obvious. With one-of-a-kind items, as specialty arcade pieces and games, the value is truly "in the eye of the beholder."
Operators should intelligently set prices high enough on some machines to give potential players a correct basis for their own value judgments. The responsive attitude of most players will be "if the location thinks the machine is good, then it must be good. New machines should be started off at higher prices through strategic placement, upgrading of surroundings, promotion and other actions. Proper "stage setting" will allow the potential player's attitudes to work psychologically in the operator's favor.
This brings to the final group of reasons why it is necessary for operators to re-evaluate their pricing structure: Industry-wide technical and conceptual changes. Everyone has observed the the rapid changes taking place in the coin machine industry. A whole new range of machines has been been developed which incorporate new mechanical and electronic advances, as well as innovative audio-visual concepts. The arcades, game rooms and locations are themselves swiftly changing in character. Luxury establishments are starting, as well as family fun centers and franchised game rooms. Wonderful new opportunities are opening up for operators.
As a direct result of the changes taking place in the industry, the concept of "Charge more earn more" is fast becoming a must. The key to raising prices is, of course, the new machines - those recently introduced and those planned for introduction in the near future. "Quarter-play" in the United States is already linked as a package deal with the new machines.
While many good locations are constantly being developed, the exceptionally good locations are difficult to find. This is true in Japan and throughout the world. Further, many operators are simply not facing up to the massive changes now taking place. They are mistakenly "milking excellent locations by keeping 3, 4, and 5 year old depreciated machines set at low prices-per-play in premium spots. As many progressive operators have found over the past 2 years, this course is very unwise.
Alert operators in the U.S. have discovered that despite the depreciation factor older machines set at 10c are bringing in only a fraction of the amount being earned on the new machines, such as those from SEGA, that have been designed and engineered for 25c play. There is simply no comparison. The new machines set at 25c play are, in addition, helping to upgrade whole establishments and making possible an improved price structure.
A few years ago no one thought that a higher price per play would result in anything else than far fewer plays and bankruptcy. Changing industry concepts and innovative games have now resulted in an entirely new situation and smart operators are proving to themselves that by charging more, they are earning more. Let us be realistic; we are not in business simply to provide a public service or be altruistic. We are in business to make a good and fair profit on our investment and hard work.
With all the many reasons for "prestige pricing" that will allow us to "Charge more -- earn more," there is one final reason why operators should ask for more on the new games: it works. All of the operators I know who have given "Charge more earn more" a fair trial are now enthusiastic boosters. After you try it, you will be too.
 |
| 1969-06 VT Music and Games |
Japan Passes Inspection Law
TOKYO The Japanese Diet has passed a comprehensive appliance inspection law which requires thorough laboratory testing of all electrical equipment. It includes the categories of coin-operated games, phonographs and venders. The purpose of the law is to make certain that all electrical equipment for domestic use and export meets high standards of quality and safety.
The sweeping legislation now being phased into existence is necessitating a vast expansion of Government testing laboratories under the Ministry of International Trade and Industry.
The action is designed to upgrade even further the image of quality now attached to many Japanese products, as well as to assure that electrical appliance manufacturers obey the regulations covering safety standards for such equipment.
To insure fairness, games, phonographs and vending machines imported for the domestic market will be subjected to many of the rules covering domestically produced machines.
Distributors of American games and phonographs, for example, will have to deliver one or more test samples of new equipment, together with technical data, for test periods extending up to two months. Prototypes of all new domestically manufactured coin operated equipment will have to be released for extensive testing before the start of actual production.
Major Japanese manufacturers such as Mitsubishi, Hitachi, Sony, Nikon and Canon have organized programs to help comply with the new law. As the largest manufacturer, distributor, lessor, importer and exporter of coin-operated equipment in Japan, Sega Enterprises has also inaugurated a comprehensive program to adapt its production and operation to the fresh legal requirements.
Sega president David Rosen, at a recent directors meeting called to review aspects of the legislation, said that "the intent of the new law is constructive and we will be able to cope with all its provisions, both for ourselves and our overseas affiliates."
Rosen further developing new concepts for the international market, will be more affected by the law than less innovative companies because of the nature of the inspection procedure."
He cited certain advantages of the law by adding that "Government certification and registration parallels to a certain degree the process of obtaining a seal of approval from such private testing organizations as the Underwriters Laboratory in the U. S. This gives, in effect, an official stamp of approval to quality products."
Continuing, Rosen directed the Sega Quality Control Department to prepare a list of recommendations and suggestions covering all aspects of coin machine development and manufacture for submittal to the Government testing laboratories. It is believed that the testing methods and standards outlined by Sega's engineer may help the Government's testing laboratory technicians to evolve the best possible procedures for the coin-machine field.
 |
| 1969-07 VT Music and Games |
Japanese Government Honors Sega
TOKYO - Sega Enterprises was one of a select group of firms to win a coveted government commendation and plaque recently for the excellence of its export program. The bestowal was timed to coincide with the 110th anniversary of the start of Japan's external trade.
The companies chosen were honored at a presentation ceremony attended by their Imperial Highnesses the Crown Prince and Princess, the Prime Minister, the speakers of the House of Representatives and the House of Councillors, the Minister of International Trade and Industry and other leaders.
Masako Rosen, Sega director and wife of Sega president David Rosen, was named to represent the company in accepting the award. Sega was the first firm in its field to be so honored.
The event was given nationwide television and mass media coverage, which occasioned many congratulatory letters from friends of the company in outlying prefectures. Mass coverage also helped to project a favorable image of the industry as a whole.
Rosen cited the significance of the commendation in a staff memo and congratulated all staff members on "the cooperation and team work that has made this achievement possible."
[PHOTO]
EXPORT COMMENDATION: Posing with key department heads, Sega president David Rosen holds the special export commendation which was awarded his firm in the presence of T.I.H. The Crown Prince and Princess and the Prime Minister on the occasion of the 110th anniversary of Japan's export trade. (Seated L to R) Yoshihiro Yamagata, Rosen, George McGahey; (Standing L to R) Hiroaki Kitamura, Takeo Onodera, Makoto Murakami and Shikanosuke Ochi.
 |
| 1969-08 VT Music and Games |
Name Two To Sega Board
TOKYO - President David Rosen has announced that July 1 appointment of two new members to the Sega Enterprises board of directors. The appointees are long-term staff members Shunichi Shiina and Teruo Miura. The action was ratified earlier at a meeting of Sega shareholders.
An organizational realignment was simultaneously announced by the Sega chief executive, in which Miura will fill the post of controller with responsibility extending to all financial and accounting matters. Shiina will assume the post of director sales division, with responsibility for all domestic marketing activities.
In his announcement, Rosen stressed that Sega is now entering "a new era of expansion in which many new opportunities and challenges will arise." He indicated that, in view of this, other managerial promotions and appointments could be expected.
[PHOTO]
CONGRATULATIONS: Sega Enterprises president David Rosen welcomes Shunichi Shiina and Teruo Miura to the board of directors.
 |
| 1969-08 VT Music and Games |
Sega Dedicates New Building Site
TOKYO - Site dedication rites were held to signal the start of construction on a new multistory Sega plant building. Traditional Shinto rituals dating back thousands of years were followed to assure good fortune would accompany construction work. The ceremonies were held in a tent draped with symbolic bunting at the exact center of the property.
President David Rosen and other key executives attended, together with the presidents of the building firm and constructors.
The rite began with a purification of participants. Then, in measured succession, the priest asked the spirit of the land to descend to the altar to accept offerings such as rice and salt. Participants then placed branches of the sacred "sakaki" tree on the altar, bowed twice, clapped their hands twice, and ended with a bow. Those attending then each turned a symbolic shovel of earth.
Congratulatory remarks were next, followed by a round of toasts and three rousing "banzais." Workers immediately started excavation work to take advantage of the good will of the deities.
With the ancient gods appeased, the new Sega plant facility should be ready for use within six months, according to Rosen. Located five minutes from the headquarters complex, the plant, when finished, will relieve overburdened production lines and allow Sega to accept more export orders.
[PHOTO]
APPEASING THE GODS: Sega president David Rosen (L) turns a symbolic shovel-full of earth during a Shinto ceremony to dedicate the site of the new plant building. On the right, a Shinto priest purifies the location and the participants. When completed, the plant will relieve overburdened production lines and allow Sega to accept more orders.
 |
| 1969-09 VT Music and Games |
SEGA PERSONNEL VISIT ROCK-OLA: A group of Sega employees visited the Rock-Ola manufacturing facilities in Chicago recently. The three men were on a world wide tour inspecting coin machine facilities and locations. Above they gather with Rock-Ola export manager Arthur Janacek around the Model 440: (L to R) K. Wasai, Janacek, N. Nakayama and Dick Langston. Below, Wasai is seen playing the famous Rock-Ola World Series pin game.The game being played there is the 1934 World's Series by Rock-Ola.
 |
| 1969-09 VT Music and Games |
Sega Uses Tokens To Promote Play On Juke Boxes
TOKYO - A number of location owners in Japan are using decoгаtive metal tokens to stimulate play on their juke boxes, according to Sega's Tokyo Nishi branch manager Toshio Watanabe.
The locations where the "token system" is proving successful are cafes where hostesses are employed. The girls carry a quantity of juke box tokens and supply these to customers at a mark up when the subject of music enters the conversation. Customer interest is also heightened by the menu like "juke box program folders."
Tokens ordered through Sega are personalized with artistic designs and the name and telephone number of the location. Most customers carry a souvenir token with them when they leave the establishment.
Toshi summed up the advantages of the high income "token system" at a recent branch managers meeting. "The hostesses are pleased to promote play on the machines because it adds to their income and because the girls compete informally among themselves to see who can hand out the most tokens in an evening," he noted. "The cafe management is pleased because of the increased play and because of the additional profit earned when customers keep the promotional tokens as souvenirs.
[PHOTO]
IN GOOD COMPANY: Attending the MOA board cocktail party are: (L to R) Les Montooth, secretary; Jim Tolisano, former president; Lou Ptacek, president; Mrs. Fred Granger; and Bob Carr, V/T M&G managing editor.
 |
| 1969-10 VT Music and Games |
Over 20,000 Attend Japan Coin Machine Show
OSAKA - This year's Japan Coin Machine Show here was an "outstanding success" асcording to Nippon Amusement Machine Manufacturers Association chairman Masaya Nakamura, Nakamura Seisakusho. His opinion coincided with that of former NAMA chairman's council leader David Rosen, Sega Enterprises, who indicated that the four-day event "exceeded our expectations."
With the joint backing of NAMA and the Osaka-based Recreation Equipment Association (Saburo Yamada, chairman), the exhibition played host to more than 20,000 visitors. The public was not excluded, but their attendance was not promoted. It was estimated that more than half of the visitors were connected in some way with Japan's burgeoning leisure industry. Last year's four-day NAMA show in Tokyo attracted more than 60,000 visitors largely because it was held simultaneously with the Japan Electronics Show. The large public attendance at that time helped to foster good public relations for the industry.
Officials estimated that sales made in connection with the show were running 20 per cent above the record figure set at the 1968 Show.
The 50 exhibitors sent out thousands of invitation cards to assure maximum leisure industry attendance. The cards were exchanged at the door for traditional souvenirs and drink coupons.
News of the show carried by Japan's coin and leisure industry press contributed to the success of the undertaking. Thorough photo-coverage of the event is already appearing widely in the media in a form that will aid the industry's image.
At the opening ceremony Osaka Mayor Kaoru Chuma commented on Japan's international position with relation to specific industrial categories. He complimented the coin machine industry on the rapid strides it was making and thanked those present for their contribution to the nation's growth. The chairman of the participating associations spoke briefly in response to the mayor's address.
To mark the official closing of the exhibition, Show Committee chairman George Tanaka of Sega delivered an address on behalf of Sega president Rosen.
[PHOTO 1]
Agnes and Yuki stand beside a panel showing Sega's international distributors and agents in a photo taken before the opening of the show.
[PHOTO 2]
American games imported by Sega attracted crowds at the 1969 Japan Coin Machine Show. Model Yuki Amamiya, with riding crop and jockey's helmet, points to Williams' Paddock.
[PHOTO 3]
A view of the Sega booth at the Japan Coin Machine Show in Osaka. From right to left: Sega president David Rosen, sales division director Shunichi Shiina, models Agnes and Yuki, operations division director John Kano, and assistant to management Ted Hollie.
[PHOTO 4]
Sega president David Rosen competes with a model on the company's new Gun Fight game. The unit was produced primarily for the domestic market, but favorable test data received from the first 500 games on location in Japan may result in a decision to market an export version.
[PHOTO 5]
Visitors walk through the aisles of the 1969 Japan Coin Machine Show only minutes after 20,000yaka Mayor Kaoru Chuma. Over people attended the four-day event. Officials estimated that sales made in connection with the show were running 20 per cent above the record figure set at the 1968 NAMA show in Tokyo.
[PHOTO 6]
Models Agnes (L) Yuki Amamiya pose with the Rock-Ola 440 in the Psychedelic Room at the Sega Enterprises exhibit.
 |
| 1969-10-04 Billboard |
JAPANESE VISITORS. Three employees of Sega Enterprises, Japan, recently toured the Rock-Ola plant in Chicago. Above (from left) are K. Wasas, Arthur Janacek, Rock-Ola export manager, N. Nakayama and Dick Langston.
 |
| 1969-10-04 Cash Box |
Transcription:
Japan Hosts 4-Day Coin Machine Show
TOKYO-The 8th annual Japan Coin Machine Show was held in the Osaka Municipal Exhibition Hall for 4 days starting September 18. Sponsored jointly this year by the Nippon Amusement Machine Manufacturers Association (NAMA) and the Japan Recreation Equipment Association (JREA), the show was expected to attract more than 20,000 visitors.
Approximately 50 exhibitors occupied 154 booths in the $3 million building to make the event the largest of its type ever held in Japan. A greater variety of items was shown this year because of the participation of firms whose products are closely linked to the coin machine field.
Inaugural ceremonies featured addresses by Osaka Mayor Kaoru Chuma, NAMA Chairman Masaya Nakamura (Nakamura Seisakusho), and JREA President Saburo Yamada (Senyo Kogyo), after which the mayor scissored the tape and opened the show. A message from past NAMA Chairmen's Council leader David Rosen (SEGA), whose firm heads the NAMA show committee, officially closed the 4-day exposition.
 |
| 1969-10-11 Cash Box - part 1 |
Over 20,000 Tour 50 Exhibits At 1969 Japan Coin Exposition
TOKYO This year's Japan Coin Machine Show in Osaka was an "outstanding success" according to Nippon Amusement Machine Manufacturers Association Chairman Masaya Nakamura Seisakusho). His opinion coincided with that of former NAMA. Chairman's Council leader David Rosen (SEGA Enterprises), who indicated that the 4-day event "exceeded our expectations."
With the joint backing of NAMA and the Osaka-based Japan Recreation Equipment Association (Saburo Yamada, Chairman), the exhibition played host to more than 20,000 visitors. Officials estimated that sales made in connection with the show were running 20% above the record figure set at the 1968 (7th) NAMA show in Tokyo.
The 50 exhibitors sent out thousands of invitation cards to assure maximum leisure industry attendance. The cards were exchanged at the door for traditional souvenirs and drink coupons.
News of the show carried by Japan's coin and leisure industry press contributed to the success of the undertaking. Thorough photo-coverage of the event is already appearing widely in the media in a form that will aid the industry's public image.
At the opening ceremony Osaka Mayor Kaoru Chuma commented on Japan's international position with relation to specific industrial categories. He complimented the coin machine industry on the rapid strides it was making and thanked those present for their contribution to the nation's growth. The chairmen of the participating associations spoke briefly in response to the mayor's address.
To mark the official closing of the exhibition. Show Committee Chairman George Tanaka (SEGA) delivered an address on behalf of SEGA president David Rosen.
(more photos next page)
Entrance to the Osaka Municipal Exhibition Hall where the 1969 Japan Coin Machine Exhibition was held from September 18th to 21st. Sponsored jointly by NAMA and JREA, the show attracted more than 20,000 visitors.
 |
| 1969-10-11 Cash Box - part 2 |
Japan Coin Machine Show 1969
TOKYO Αt the 8th annual Coin Machine Show, held recently in Osaka Municipal Exhibition Hall. It was estimated that more than half of the visitors were connected in some way with Japan's burgeoning leisure industry. The public was not excluded but their attendance was not actively promoted. Nonetheless it is likely that this was the largest event of its kind ever held in Japan. Last year's 4-day NAMA show in Tokyo attracted more than 60,000 visitors largely because it was held simultaneously with the Japan Electronics Show. The large public attendance at that time helped to foster relations for the industry. At this year's show a greater greater variety of items was on view, due to the participation of firms whose products are closely linked to the coin machine field.
[PHOTO 1]
A view of The SEGA booth at the Japan Coin Machine Show in Osaka. From right to left, SEGA President David Rosen, Sales Division Director Shunichi Shiina, models Agnes and Yuki, Operations Division Director John Kano, and Special Assistant to Management Ted Hollie.
[PHOTO 3]
Visitors walk the aisles of the 1969 Japan Coin Machine Show only minutes after its opening by Osaka Mayor Kaoru Chuma
Let's take a quick peak at that third photo. We can see a classic crane machine in the Skill Diga style, followed by ジャンパー (jumper) by 三共 (Sankyo) and then 2 copies of ミニボクシング (mini boxing) by 三共 (Sankyo).
 |
| 1969-10-18 Billboard |
[PHOTO 1]
THE ROCK-OLA 440 shared the spotlight with models Agnes Kataoka (left) and Yuki Armaniya (right) at the Sega exhibit.
[PHOTO 2]
MORE THAN 20,000 persons attended the Japan Coin Machine Show which was held Sept. 18-21 at the Osaka Municipal Exhibition Hall. The event was sponsored jointly by the Nippon Amusement Machine Manufacturers Association (NAMA) and the Japan Recreation Equip ment Association (JREA).
[PHOTO 3]
MODEL YUKI AMAMIYA and Sega president David Rosen are shown here with the company's new racing game, Derby Day.
[PHOTO 4]
THE SEGA BOOTH was well-staffed at the recent Japan Coin Machine Exhibition in Osaka. Shown here, from left to right, are Ted Hollie, special assistant to management; John Kano, operations division direc tor; Yuki Amamiya, model, Agnes Kataoka, model; Shunichi Shiina. sales division director, and David Rosen, president.
[PHOTO 5]
OPERATORS converge on the new Seeburg phonograph.
[PHOTO 6]
AMONG AMERICAN GAMES displayed by Sega at the 1969 Japan Coin Machine Show was Williams' Paddock. Model Yuki Amamiya dressed for the occasion.
[PHOTO 7]
SEGA PRESIDENT DAVID ROSEN is shown here competing with model Agnes Kataoka on the company's new Gun Fight game.
I was going to cut things off after 1969, but wanted to sneak these tidbits in from 1970.
 |
| 1970-04-11 Cash Box |
Hankin Visits Japan
[PHOTO] DAVID HANKIN
TOKYO - David Hankin of Australia's A. Hankin & Co. Pty. Ltd. recently completed a round-the-world business trip during which he stopped over in Japan to tour Expo '70 and two SEGA factories in Tokyo. Hankin's firm, which he, his father and brother manage from their Newcastle headquarters, is Australia's largest operating company.
Japan Vending Assn. Holds Mid-March Fair
A mid-March "Vending Machine Fair" sponsored by the Japan Vending Machine Manufacturers Association attracted 30,000 visitors according to JVMA executive secretary Sawatari.
The show was inaugurated at Tokyo's Science & Technology Museum in the presence of officials from the Ministry of International Trade & Industry and the Tobacco Monopoly Bureau.
Highlights of the exhibition were televised over NTV to a nationwide. audience. Five seminars covering different categories of machines were held during three days of the Fair.
Several new machines were shown, reflecting the progress of both vending and music and games in Japan. Association officials termed the show an "overwhelming success."
 |
| 1970-05-02 Cash Box |
HERE AND THERE - In response to an invitation from the USSR Chamber of Commerce, SEGA Enterprises has announced that it will be represented by a variety of the company's latest games at the forthcoming "Attrakcion '71 Exhibition" to be held in Moscow in August 1971. The "Modern Park Amusement Equipment and Theater Equipment" fair is the first of its type to be held in the Soviet Union and highlights a growing East-Bloc interest in amusement and recreation equipment...
 |
| 1970-12-19 Billboard |
Emphasis on Amusement
Shortly after World War II, Japan's coin machine industry began what has been a strong and steady expansion. Prior to that time, few machines were to be found here, and all of those were imported from other countries and utilized in special locations only.
In the late 1940's a great many secondhand pinball (flipper-type) machines and a few others, including jukeboxes, were imported from America or purchased from the U.S. through military bases here.
As the demand increased, new machines were imported and a few local manufacturers began copying and adapting units for domestic use. SEGA and Taito were the major companies at the time, although several others have since gained importance in the market.
At that time, and into the late 1950's, the average annual production was 200 units, beginning to grow rapidly only as recently as 1967-68. Annual production this year is expected to near 2,000 units, however, most of which are for local use.
The Nihon (Japan) Amusement Machine Manufacturers Association (NAMA) was formed in the mid-1950's and its policy then, as now, was to help keep the word "amusement" in the amusement coin machine industry of Japan. The present address of NAMA is 4-6-1, Higashi-Gotanda, Shinagawa-ku, Tokyo, Japan.
Very little of Japan's production of coin machines, jukeboxes included, has gone for export. SEGA and Taito began exporting slot machines in the early 1960's and are intensifying their efforts to export other, Japan-developed machines in the near future.
Masaya Nakamura, president of Nakamura Seisakusho Co., Ltd., and current president of NAMA, estimates, however, that it will be two to four more years before Japanese machines are exported in significant numbers. Creative research and development of amusement machines began in Japan as late as 1965 or so, says Nakamura, and the products of this creativity are now expanding in the domestic market so strongly as to make large-scale production for export difficult at the moment. At present, approximately 20 percent of arcade machines here are imported from the U.S.
SEGA, headed by a team of Americans but a Japanese company, is the largest jukebox operator in Japan (and, so they claim, in the world). They have machines in over 5,000 locations. SEGA's 1,300 employees work out of their main offices near Tokyo International Airport and from the 40 district offers throughout Japan. Rock-Ola machines, handled by SEGA here, represent just under 50 percent of Japan's total of 11,000 jukeboxes. SEGA stocks about 1 million records, only approximately 15 percent of which are of foreign origin.
All coin machine manufacturers and operators in Japan are expecting continued growth of the market and are taking steps to insure that the policies of NAMA (to emphasize "amusement") are adhered to market-wide. Increased leisure spending by the Japanese public and expanded manufacturing and servicing capabilities on the part of the coin machine interests present a bright future outlook in the Land of the Rising Sun.
Added 2024-06-19:
I was recently made aware of this beautiful video narrated by David Rosen, for him being inducted into the AAMA (American Amusement Machine Association) Hall Of Fame.
The photos shown here are probably all originals from his own archives. I've seen some of them before, in lesser quality in trade publications. It is wonderful to see so many never-before-published photos, and get superior versions of some of my favourite pictures.
Here is a dump of screen grabs I took:
 |
| this photo would have to be before the 1965 merger. From the comments below: "that first photo in the Rosen section is definitely in front of his original office in the Reader's Digest Building across the street from the imperial palace - you can see the support posts which would have been a light blue" |
 |
| this is from the 1969 Coin Machine show in Osaka, and you can find it in print in the articles above, 1969-10 |
 |
| Rosen with a Golf-It in the background |
 |
| probably 1969 |
 |
| This must be 1975 or later since that is Taito's Color Bingo |
 |
| That's Soccer on the right, so this photo would be 1977 or later |
 |
| These models first appeared at the 1968 coin show, so good chance this is from then |
 |
| Picnic - ピクニック by アムコ (AMCO) on the left |
 |
| These models first appeared at the 1968 coin show, so good chance this is from then |
 |
| the 25 cent push began in 1968 |
 |
| Satomi's Skee-Ball on the right |
 |
| Pro-Bowler there, so this is 1972+ |
 |
| one of my favourite photographs of Rosen |
A couple small additional details: that first photo in the Rosen section is definitely in front of his original office in the Reader's Digest Building across the street from the imperial palace - you can see the support posts which would have been a light blue. and early on there's mention of Irving Kaye pool tables; in cash box throughout '68 there's a couple articles mentioning sega donating ring-o-pool tables for fundraisers or rehabilitation purposes, such as in cashbox 1968-05-04 pg. 60
ReplyDeleteThank you, I have added your note about the Rosen photo to the article.
Delete