In 1952 the company was officialy registered as Service Games of Japan (also known as Sega).
Initially, Sega provided coin-operated machines to U.S. military units stationed in Japan. The business branched out from there, supplying the domestic Japanese market as well as parts of Asia and Europe.
In 1965, Sega merged with another coin-op company, Rosen Enterprises, Inc. (Entrpreneur David Rosen's company) which dealt in everything from instant photo booths to mechanical arcade games.
In 1969, Sega was sold to Gulf & Western Industries. Gulf & Western continued to build on the company's original products and marketing strategy, with revenues hitting $214 million in 1982.
By 1983, several "firsts" were introduced, including the first laser disc game, the first 3D video game, SubRoc-3D, and Sega's first consumer video game console, SG-1000.
In the mid-80s Gulf & Western sold Sega's US assets to Bally Manuf. Corp, but Sega survived in as Sega Enterprises Ltd, a Japan-based company.
In the late 1980s, Sega was propelled into international prominence by extremely successful video games, making it the world's 2nd largest vendor of consumer video game products.