Which Japanese technology company was named after the English phrase, Service and Games?

While this iconic video game giant is now synonymous with a certain blue hedgehog, its name is a direct nod to its surprising origins. The name is a portmanteau, a shortened combination of the words "Service" and "Games." The company was originally founded by American businessmen in post-war Japan to import and operate coin-operated amusement machines, like slot machines and jukeboxes, for U.S. military personnel stationed there. The "Service" in the name referred directly to these American servicemen.

The company's journey is a fascinating one. Originally founded in Hawaii as Standard Games, it was moved to Tokyo and rebranded. In 1965, this company merged with another amusement importer, Rosen Enterprises, to officially form Sega Enterprises, Ltd. The newly shortened name first appeared not on a video game, but on a 1966 jukebox called the Sega 1000. This foundation (Review) in arcade and mechanical amusement eventually paved the way for the company's pivot into the video game market.

From these humble beginnings providing entertainment on military bases, the company grew into the arcade and home console powerhouse known for hits like the Genesis console and its mascot, Sonic the Hedgehog. The name, however, remains a direct link to its unique international history, standing for a legacy of providing "Service" and "Games."