From Sega Retro

Segasa logo 3.png
Founded: 1968-03-25[1][2]
Defunct: 2006
1968:  Calle (street) Adela Balboa[3], No. 3, Madrid 20, Spain
1973:  Carretera (highway) Toledo, km 22.900[4], Apartado (P.O. Box) 16117, Parla, Madrid, Spain

Segasa (originally founded as Sega S.A., Service Games Sociedad Anónima[5]) was a Spanish amusement company established on March 25, 1968, by Sega Enterprises, Ltd.-related shareholders. It produced coin-operated amusement machines and pinball tables, which were the only coin-op equipment legally produced in Spain at the time.


The inside of Segasa's factory in 1987

Segasa was founded by Martin Bromley[6][7][8], Richard Stewart, Ray Lemaire and Scott Fobes Dotterer[9][10][11][12][13][12] in 1968 as a means of producing arcade machines for the Spanish market. It was initially run by American businessman Bert Siegel[14][15][16][17], a longtime friend of Bromley, who was replaced in 1986 by former Segasa's Vice President Eduardo Morales-Hermo, who in turn took over the company until its dissolution in 2006[18]. Despite sharing a similar name and being associated with Sega executives, Segasa is not thought to have ever been a subsidiary[19] of Sega in Japan or the US, but is thought to have manufactured and distributed Sega's products, with Japanese designs but with parts sourced from Europe. It also exported its own games, which may have been distributed by Sega in other regions.

In Franco's Spain, gambling games ("type B" games) were not permitted, meaning Segasa could not benefit from Sega's history of slot machines and other gambling products. This law was overturned in 1977[20] during Spain's transition to democracy.

In the mid-1970s, likely in conjunction with Sega changing its corporate logo, Segasa began trading as Sonic[21][22][23] (years before the invention of Sega's mascot, Sonic the Hedgehog), sometimes under the full title of Segasa d.b.a. Sonic (doing business as). It was during this time that Segasa signed distribution deals with other US and Japanese firms (such as Williams, Atari, Inc.[24] and even Nintendo[24]), bringing further titles to Spain. Seeburg would acquire a 50% stake in Segasa in 1973[25].

Segasa was also one of the few active video game companies operating in Spain that went out of its way to obtain official licensing agreements[24]. At the time, it was more common to see unauthorised bootleg arcade boards, and for many years these grey markets competed directly with Segasa. Initially attempts were made to localise games for a Spanish audience, though many later games were left as originally intended.

During the 1980s Segasa introduced the "Video Sonic"[26][27] concept - a standardised arcade cabinet with interchangable parts, allowing new arcade games to be hooked up without needless extra cost. By the 1990s virtually all game Spanish game production had ceased, with Segasa's main business being the importing and rebranding of arcade games for these Video Sonic cabinets.

On September 30, 1991[28] Sega, S.A. Sonic UK Design Ltd[29][30] a.ka. Sonic Games Limited[31][32] was established in Penarth, Wales, by Segasa's CEO and General Manager Eduardo Morales-Hermo and its long time friend, British game designer Ron Watts[33] (Ronald Arthur Watts), formerly of JPM Automatic Machines Ltd[34][35][36] (later JPM International[37]), as Segasa's game and software development subsidiary, which was a source for original game design and game software development for the International, UK and Spanish gaming markets. Sega, S.A. Sonic UK Design Ltd would be acquired in 2004[38] by the Novomatic Group of Companies (one of the global leaders in the international gaming industry, founded in 1980[39] by Austrian billionaire Johann Graf, in Gumpoldskirchen, Austria), becoming Astra Games Limited.

In 1994 Segasa became wholly owned by Spanish shareholders. As the decade drew to a close and more elaborate arcade cabinets were becoming more commonplace, Segasa moved into the gambling sector, but with the advent of the Euro[40] and due to fierce competition of rival companies, like Cirsa and Recreativos Franco the company was relegated to a modest third place, obtaining only 15% of the market[40], wenting into court-appointed receivership on March 2nd, 2005[41] with a debt of €371.920,59 before closing its doors in 2006.




  • Astro-Flite (Strato-Flite; Williams)
  • Baby Doll (Satin Doll; Williams)
  • Big Ben (Williams)
  • Casbah (Darling/Jubilee; Williams)
  • Gulfstream (Williams)
  • High Ace (Dealer's Choice/Lucky Ace; Williams)
  • Lucky Ace (Williams)
  • Odisea Paris-Dakar (Peyper)
  • Spanish Eyes (Super Filte/Strato-Flite; Williams)
  • Star-Flite (Williams)
  • Storm (Flash; Williams)
  • Super Star (Williams)
  • Travel Time (Williams)
  • Triple Action (Williams)



Photo gallery

Promotional material


External links


  1. (Wayback Machine: 2001-02-05 05:50)
  2. (
  3. Cash Box, "July 4, 1970" (US; 1970-07-04), page 318
  4. File:SegasadbaSonic.jpg
  6. Cash Box, "October 19, 1974" (US; 1974-10-19), page 91
  7. File:CoinSlot UK 1977-03-19, Page 23 (51).png
  8. Game Machine, "1987-11-01" (JP; 1987-11-01), page 14
  11. File:AsahiEveningNews JP 1962-05-26, Page B1.png
  12. 12.0 12.1 Cash Box, "June 29, 1968" (US; 1968-06-29), page 69
  13. Cash Box, "March 26, 1966" (US; 1966-03-26), page 85
  14. Cash Box, "August 16, 1975" (US; 1975-08-16), page 45
  15. File:Power 1978.PNG
  16. Cash Box, "October 29, 1977" (US; 1977-10-29), page 59
  17. Fraud and Corruption in Management of Military Club Systems/Illegal Currency Manipulations Affecting South Vietnam: US Senate Hearings (1969-09-30 — 1969-10-07), page 1904
  18. Interview: Eduardo Morales-Hermo (2022-10-05) by Sega-16
  19. Cash Box, "May 26, 1973" (US; 1973-05-26), page 51
  20. Azar, "Octubre 1985" (ES; 1985-xx-xx), page 43
  21. File:Trademark Sonic Ser Nº M1039416 1983-06-08 (World Intellectual Property Organization).pdf
  22. File:Trademark Sonic Ser Nº 74506605 1994-03-29 (World Intellectual Property Organization).pdf
  23. File:Trademark Sonic Ser Nº 000572404 1997-07-04 (European Union Intellectual Property Office).pdf
  24. 24.0 24.1 24.2 File:Micromania ES 016.pdf, page 31
  25. Cash Box, "December 29, 1973" (US; 1973-12-29), page 127
  26. Azar, "Septiembre 1985" (ES; 1985-xx-xx), page 10
  27. Azar, "Septiembre 1985" (ES; 1985-xx-xx), page 11
  28. (Wayback Machine: 2022-05-20 18:04)
  29. (Wayback Machine: 2022-06-14 12:19)
  30. File:AstraGamesLtd Annual Return (made up to 1999-04-14) 1999-04-16.pdf, page 7
  31. File:AstraGamesLtd Annual Return (made up to 1994-05-10) 1994-06-08.pdf, page 3
  32. File:Patent GB2281651A.pdf
  33. (Wayback Machine: 2018-12-26 01:19)
  34. File:AstraGamesLtd Annual Return (made up to 1994-05-10) 1994-06-08.pdf, page 4
  35. Cash Box, "January 1, 1977" (US; 1977-01-01), page 35
  36. (Wayback Machine: 2019-01-30 12:06)
  38. File:DiePresse DE 2004-09-23.pdf
  40. 40.0 40.1 Press Release: 2002-04-17: El fabricante de recreativos Sega suspende pagos por el euro
  41. File:Boletín Oficial del Registro Mercantil (2005-03-22).pdf
  42. File:Boletín Oficial de Castilla y León 2010-05-12.pdf, page 43