What We Can Do for Society

For the Entertaining Society
Special Feature
What We Can Do for Society
As a comprehensive entertainment enterprise,
the SEGA SAMMY Group will always endeavor to contribute to a better society.
CONTENTS
6
SEGA and the Environment
8
Sammy and Society
10
Key CSR Activities
in Fiscal 2009
TAIYO ELEC
OASIS PARK
SEGA TOYS
SEGA SAMMY HOLDINGS
WAVEMASTER
SEGA Logistics Service
SEGA SAMMY Golf Entertainment
DARTSLIVE
SEGA
Sammy
Sammy Design
SEGA SAMMY GROUP CSR Report 2009
For the Entertaining Society 1
SEGA and the Environment
Sega impress people with a dream by game software and amusement machines of the amusement
business. A global development system provides game software for an array of digital platforms
around the world, from home video game machines to personal computers and cellular phones.
Sega's amusement machine business has a long track record in Japan, and has revitalized the
market by providing games that are amusement center essentials. In recent years, the amusement
machine sales business has brought out such value-added offerings as advanced trading card games
and multi-satellite networked video games. We also offer diverse game contents for other fields
and operate amusement facilities.
SEGA World at Nagasaki Cocowalk
Tokyo Joypolis
Virtua Fighter 5
toami-gyo
Ryu ga Gotoku 3
End of Eternity
Customer-Oriented Conservation Initiatives
SEGA recognizes that all members of society must help safeguard the environment. A research firm has
reported that our businesses pose no significant environmental risks. We are nonetheless undertaking our own
environmental initiatives, as our game software and amusement machines operate on electricity, an indirect
source of carbon dioxide emissions. Our amusement machines must be durable and save energy because they
operate for long periods after delivery. So, we are stepping up maintenance to prolong working lives while
cutting energy consumption and recycling. Other initiatives include the SEGA-no-Mori forestation project,
which we act positively.
Note: See pages 36 and 37 of this report for details on our environmental efforts.
©SEGA
SEGA SAMMY GROUP CSR Report 2009
For the Entertaining Society 1
Ongoing Environmental Protection Initiatives
To support Nagano Prefecture's Adopt-A-Forest Promotion Program, SEGA entered into a 10-year contract
in April of 2008 with Minami Aikimura. Located in the prefecture's Minami Saku district, it contains
roughly 3,633 hectares of private forest. The property is now named SEGA-no-Mori, and SEGA uses it to
educate employees about the environment. Its subsidiary SEGA Logistics Services Co., Ltd. (see page 11) is
also switching to pallets and wood blocks made from lumber produced in Nagano Prefecture during forest
thinning for use in transport and cargo storage.
In addition to continuing efforts to curb carbon emissions (see pages 36 and 37), SEGA is also undertaking a
forestation to absorb CO (see page 12) and using green power (see page 37). It is also moving forward with
carbon offset plans.
SEGA SAMMY GROUP CSR Report 2009
For the Entertaining Society 2
Sammy and Society
Sammy offers dreams and excitement to people with Pachislot and Pachinko machine business.
Sammy entered the Pachislot industry in 1982, fully penetrating the Pachinko machine market in
1995. It has since contributed significantly to market progress through its innovations.
Our strengths are our industry-leading innovation and visual and game features and the
multibrand clout of Sammy, RODEO and TAIYO ELEC. We will build Group synergies by
sharing SEGA Sammy’s development technologies and solid contents.
© TV Tokyo, Sammy, C.A.L
©Sammy
Improving the Industry Image
Sammy is working with trade bodies to build a positive image for its industry to make its products a familiar
part of Japan’s mass entertainment landscape. Public relations initiatives include user opinion surveys, industry
and association educational seminars, advertising to attract new devotees, and events. As a manufacturer,
Sammy focuses on developing diverse genres of machine that reflect the tastes of existing and prospective
users. It will continue to propose new Pachinko and Pachislot machines more easy to play in order to attract
more people.
SEGA SAMMY GROUP CSR Report 2009
For the Entertaining Society 2
Sapporo Branch
Sendai Branch
Tokyo Branch
Hiroshima Branch
Nagoya Branch
Fukuoka Branch
Osaka
Branch
Tokyo Headquarters
Opening Showrooms to the Public around Japan
Pachinko and Pachislot help improve the mental and physical wellbeing of the elderly. Between June 2006
and the close of fiscal 2008, Sammy collaborated with the Social Welfare Council of Toshima Ward, Tokyo,
to open the headquarters’ Pachinko and Pachislot showroom on 77 occasions to senior citizens residing in
welfare facilities. With caregivers attendance, Sammy employees run these events, which build friendships
between the employees and elderly people and which have been very popular among all parties.
Sammy maintains seven business centers around Japan. They have worked with local social welfare councils to
open their showrooms to the public in Sendai, Sapporo, Tokyo, and Hiroshima. Such efforts have heightened
employee interest in contributing to society. Such exposure enables Sammy to entertain people of all ages and
demonstrate that it cares about community relationships.
People enjoying
view from the
upper floors of
headquarters
building
SEGA SAMMY GROUP CSR Report 2009
Topics
Key Group CSR Activities
in Fiscal 2009
The following pages highlight some of the Group’s ongoing CSR initiatives to build community trust,
enhance society, and contribute to culture.
•
Every
April
SEGA SAMMY HOLDINGS INC.
•
SEGA CORPORATION
•
Sammy Corporation
•
Group Companies
SEGA TOYS
TAIYO ELEC
June
Planting Cherry Trees
2008
September
Since 1999, we have donated cherry trees to Miyori Park to
2008
Enabling Shareholders
to Bring Children
to General Meetings and
Donating Yume Pets
the east side of headquarters in desire to beautify the area for
local residents. Few visited the park before the trees appeared.
Since the annual general meeting of shareholders in June
But today many children enjoy playing on the improved
2008, we have set up a room in which shareholders can
equipment. A new concrete path improves access through
remain with their children while monitoring this gathering.
the park, and residents’ associations now hold cherry blossom
We donate Yume Pet Series products to local welfare facilities.
parties there. We had
Feedback shows that elderly users of these surrogate pets
planted 38 cherry
have become keener to do their rehabilitation exercises
trees within the park
because they look forward to playing with the Yume Pets.
by April 2009.
OASIS PARK
Every
April
Helping Communities
Interact
June to
September
2008
OASIS PARK annually offers temporary jobs to local junior
SEGA SAMMY HOLDINGS
SEGA SAMMY Baseball
Club Supporters
high school students at its restaurants and shops. It also runs
a flower-planting program for kindergarteners once a year.
The SEGA SAMMY Baseball Club aims to expand the universe
The facility promotes local products and tourism and fosters
of baseball fans and contribute to the development of young
community interaction by sponsoring events and providing
players. New employees form the core of a supporters’ group
employees to assist with them.
that instills a sense of unity within the Group and entertains
young and old spectators at games.
10
SEGA SAMMY GROUP CSR Report 2009
Topics
WAVEMASTER
July
2008
SEGA SAMMY Golf Entertainment
Holding Concerts in
Hospitals and Welfare Facilities
August
2008
Charity Program at
North Country Golf Club
Wave Master’s arranged with social welfare councils for
SEGA SAMMY Golf Entertainment allocates some of the
Seasons, a violin quintet of female artists belonging to us, to
proceeds from tickets to the SEGA SAMMY Cup Golf
perform charity concerts at hospitals and welfare facilities for
Tournament to social contribution activities. These efforts
patients and residents. Seasons performs in Chitose, host city
include donating personal computers and laser printers to
of the SEGA SAMMY Cup Golf Tournament, and intends to
the regional welfare council, giving SNAG (the acronym
increase the number of institutions it visits.
means Starting New at Golf) golf sets to the regional
Board of Education, and making cash donations to the
local newspaper’s volunteer
foundation. In addition, this
company sends personnel to assist
with the Board of Education’s
SNAG golf promotion activities.
DARTSLIVE
July
2008
August
August February
2008
2008
2009
SEGA Logistics Service
Cosponsoring
Student-Led Events
In August 2008, DARTSLIVE cosponsored KATAKURICO
Using Thinned Wood
from Nagano Prefecture
Tactical Championship 2008, a public speaking competition
for 25 broadcasting clubs and circles at universities in
metropolitan Tokyo. That subsidiary also distributed
In fiscal 2009, SEGA Logistics Service began using thinned
commemorative darts sets to all visitors and event staffers.
wood from Nagano Prefecture for the pallets and wood
It will continue to provide
blocks it needs to transport and store amusement machines.
public speaking
Confronted with a common belief that thinned wood
opportunities
is expensive, that company brought costs into line with
for talented
conventional timber sources by holding a series of talks
students.
with Nagano Prefecture, forestry cooperatives, and other
institutions. The company is looking into having other Group
companies use thinned wood.
SEGA
August October
2008
2008
Helping with
Forest Maintenance
In August and October 2008, SEGA employees voluntarily
maintained the SEGA-no-Mori forest as part of their
environmental education. The experience instilled the
importance of such forest protection and the majesty of
nature. The work further cemented ties with the villagers
of Minami Aikimura. SEGA will
improve its program to attract
more volunteers and collaborate
more with the local community in
its efforts.
11
SEGA SAMMY GROUP CSR Report 2009
Topics
SEGA SAMMY HOLDINGS
November
2008
through its intranet before these events, and has attracted 16
Collaborating in
Picture Book Project
such people.
Participant Feedback
•People speak increasingly of the need to link companies and
SEGA SAMMY HOLDINGS has participated in the Shanti
Volunteer Association’s Picture Books Project since 2008. This
welfare facilities. The elderly were thrilled to attend the open
initiative delivers Japanese children’s books with translations
days, as they usually normally get very little entertainment.
pasted over the text to Cambodia and Laos, which publish
We have heard that they look forward to talking with
almost no children’s books. In fiscal 2009, 20 SEGA SAMMY
volunteer employees.
employees completed
—Toshima Volunteer Center, Social Welfare Council of Toshima Ward
•The time for playing was all too short. Still, but we were
modifications of 20 picture
books. The Company hopes
really pleased with the very kind treatment of each of our
that more of its people will
elderly people.
—Nagasaki Daiichi Houjyuen
volunteer for this project.
YearRound
SEGA
January
2009
March
Nagano Governor's
Award and Carbon Dioxide
Absorption Certificate
Sammy Design
Presenting
Energy-Saving Expertise
Sammy Design specializes in environmentally friendly hall
design and interior construction. It presents seminars on
its energy-saving expertise for industry organizations.
2009
Environmental protection
In January 2009, SEGA received the
benefits businesses by
annual Nagano Prefecture Governor's
lowering energy costs.
Award for maintaining the SEGA-no-Mori
This subsidiary will
forest area, and for changing to the use
continue to create spaces
of locally obtained lumber produced from
that revitalize society.
forest thinning. SEGA uses this lumber for
pallets, wood blocks, and amusement facilities.
In the 2009 fiscal year, SEGA received Nagano Prefecture's
first Carbon Dioxide Absorption Certificate in recognition of
YearRound
CO² management efforts at SEGA-no-Mori.
Sammy
Monthly
Recruiting Employee
Volunteers through Intranet
Sammy
Improving the Image
of the Pachinko and Pachislot
Industry
Sammy has done much to
enhance the image of its
Residents and caretakers of welfare facilities for the elderly
industry and attract more
have lauded open days that employee volunteers manage
people to hall. Ongoing
at the headquarters showroom. Sammy recruits volunteers
efforts include holding
seminars for other companies
and organizations in the
industry and mounting
advertising campaigns and
events to cultivate new
players.
12