Genda SEGA Entertainment acquired 100% of SEGA’s shares in the arcade business and have been renamed to Genda GiGO Entertainment. As a result, SEGA arcade centers across Japan will be rebranded to GiGO arcades. The first few to undergo the rebrand include the iconic arcades in Ikebukuro, Akihabara and Shinjuku. In 2020, Genda purchased 85% of the shares and retained the SEGA name until the other 15% was purchased. This marks the end of an era for SEGA’s 56 years in the arcade business and Genda thanks SEGA for their contributions throughout the decades.
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