A closer look
Sega originally stood for Service Games, a company founded in Hawaii in 1940 to provide coin-operated amusement machines to military bases during the Second World War. The company eventually moved its operations to Tokyo to distribute slot machines and jukeboxes to American soldiers stationed in Japan during the postwar occupation. It took decades of rebranding and shifting into the electronic arcade market before they adopted the iconic blue logo and started aggressively competing with Nintendo for living room supremacy. The edgy console manufacturer that marketed itself with "blast processing" and radical hedgehog attitudes was secretly just a repurposed military contractor peddling gambling addictions to bored sailors. It makes total sense that their entire brand identity in the nineties relied on aggressive, testosterone-fueled marketing campaigns!
