The chairman of GENDA, the company that currently owns a majority stake in GENDA SEGA Entertainment – which runs the SEGA arcade business in Japan – announced today that GENDA has purchased the remaining 14.9% of shares of GENDA SEGA from SEGA to own 100% of the company.
Because of this, GENDA SEGA Entertainment will be rebranded to GENDA GiGO Entertainment, and arcades across Japan will lose the iconic SEGA signage that has been in use for 56 years and be rebranded as GiGO.
The company allowed the new business to continue using the SEGA branding and IP in the arcades to smooth over the transition, as well as retain customer loyalty.