History of Sega in Brazil

History of Sega in Brazil
Official Sega distributor(s): Tectoy (1989-200x), Synergex (2007-2012), NC Games (200x-2019), Epic Play (2012-present)

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Tectoy quickly stroke a deal to become the exclusive representative of Sega Enteprises. In the upcoming years, they would release nearly all of Sega's game machines, from the Master System up to Dreamcast.

The first contact with Sega was in 1988 when Tectoy produced the Zillion pistol, but Sega Enteprises did not authorize the company to sell the toy. This changed in 1989 when Tectoy started selling the Sega Master System.

With Tec Toy, Sega Enteprises had a huge advantage over rival Nintendo in the Brazilian market; although there were countless Famiclones there, and Nintendo had no official representatives. The Game Boy appeared in 1991 as a trial party introduced by Itochu, which was a distributor of Nintendo in Latin America. The real Nintendo representative appeared in 1993 thanks to Playtronic. This way, the Master System was a massive success there, and Tectoy even made some versions not released anywhere else. During the 1990s, Tectoy had 80% of the Brazilian market.

Tectoy distributed all consoles from Master System to Dreamcast in Brazil and took special care of two most popular systems - Master System and Mega Drive, which resulted in extending its lifespan by creating new bundles and developing new games like Férias Frustradas do Pica-Pau, Duke Nukem 3D and Show do Milhão. After the discontinuation of the Dreamcast, they still have distributed new versions of 8-bit and 16-bit Sega systems in Brazil, with the Mega Drive being discontinued in 2023 and the Master System being sold to this very day.

In 2007, Synergex became a representative of Sega and distributed titles until 2012. At the same time, NC Games also distributed Sega games and in 2011-2012, after Synergex left, it was the only publisher of games in Brazil. In 2012, Epic Play became a representative of Sega and NC Games acted as a distributor until 2019.

Still in 2019, Sega Games started to bring their own games localized in Brazilian Portuguese for consoles and PC, starting with Mario & Sonic at the Olympic Games Tokyo 2020 for the Nintendo Switch. Atlus followed this trend with Persona 5 Tactica in November 2023.

Sega of America would later make regional accounts for the Brazilian audience on social media (Facebook, Instagram, TikTok and X) around September 2023.