To get SEGA of America to smile for a photo, try "Say 'Games!'" The subsidiary of Japan-based SEGA Corporation, makes video games for PCs, handheld devices, and home consoles from Sony, Nintendo, and Microsoft. Its better-known titles include releases in the Sonic the Hedgehog series, Virtua Fighter, and Crazy Taxi, as well as games based on comic book characters such as Iron Man, Thor, and Captain America, movie-related titles such as a number of games based on the film Aliens, and franchise team-ups such as Mario & Sonic at the Olympic Games.
Ultimate parent SEGA SAMMY has businesses in the manufacture and sale of pachinko machnes and amusement and arcade machines, as well as operating amusement centers. SEGA SAMMY's consumer business (about a third of sales) involves branded toys, mobile gaming content, and animation series production, but it's the home video game software operations (comprising 60% of this segment and 20% of total sales in 2010) that SEGA of America contributes to.
All of SEGA Corporation's operations have been a drag on SEGA SAMMY'S profitability in recent years, leading to a restructuring undertaken in 2009 that involved slashing expenses in game production and R&D. Initially, those cuts impacted Japanese operations more than American, with the number of titles there chopped by more than half, which has helped it creep back into the black in 2010. While the title count in Japan stabilized in 2011, North America was part of the reduction in titles outside of Japan, that total backing off from about 50 in 2010 to 38.
Parent company SEGA Corporation joined forces with Sammy Corporation in 2004, forming SEGA SAMMY. It used to scrap with Sony and Nintendo in the home console market, but production of its Dreamcast consoles was halted in early 2001 due to sluggish sales.