THE NUMBERS

2017

THE NUMBERS

A to Z CONTENTS A to Z THE VALUE-CREATION SYSYTEM 04 HOW TO READ 06 08 10 22 24 26 27 28 30 THE MANAGEMENT TEAM THE NUMBERS 32 36 12 CEO 16 COO 38 39 02 SEGA SAMMY HOLDINGS

THE STRATEGY 40 Road to 2020 44 CFO ESG ESG 64 ESG 66 70 IP 72 76 84 ESG THE OPERATIONAL SEGMENTS FINANCIALS 88 48 56 62 https://www.segasammy.co.jp/japanese/ir/library/printing_yuhou.html INTEGRATED REPORT 2017 03

A to Z HOW TO READ 2015 3 2016 3 2017 3 2020 3 Road to 2020 Road to 2020 2020 3 15% ROA* 5% 2016 3 * ROA...P.06...P.10...P.12...P.24...P.28...P.30...P.32...P.39 Road to 2020...P.40 CFO...P.44...P.47 ESG...P.64...P.66...P.76...P.81 2015 3 04 SEGA SAMMY HOLDINGS

2017 2017 Our Strategic Direction ESG ESG CSR 2017 IR IIRC CSR2017 2017 ESG CSR IR IR INTEGRATED REPORT 2017 05

A to Z 70 9,690 2016 2017 / /// // / 1,824 2016 2017 / // / 70.9 2016 2017 26.7 34.0% 1 31.8% 1 21.8% 1 13.5% 3 21.3% 1 30.9% 1 23.9% 1 15.3% 2 21.7% 1 16.8% 1 14.7% 2 24.3% 1 7.1% 5 3.5% 8 3.4% 8 11.7% 3 10.8% 5 11.8% 3 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 12.8% 3 8.7% 5 9.7% 4 12.0% 5 10.5% 6 8.8% 6 76 06 SEGA SAMMY HOLDINGS

1,569 2015 JAIA 27 / / / / / 4,338 2015 JAIA 27 / / * 21.6 7.9 10.5 4.0 8,821 2016 SANKYO 24.3% 68.8% PARADISE SEGASAMMY Co., Ltd. /NSP 1983, NSP 2007 YSC-506 Sammy INTEGRATED REPORT 2017 07

A to Z IR 2017 3 * 4% 9% 8% 2% 21% 33% 58% 14% 35% 40% * 11% 1% 56% 69% 51% 18% 23% 23% 24% 2,500 2,000 1,500 1,000 500 2015 0 50 2015 2016 2016 2017 2016 3 2017 0 50 100 150 200 250 300 2016 2015 2017 08 SEGA SAMMY HOLDINGS

Road to 2020 2020 3 2020 3 2021 3 15.0% IR ROA* 5.0% * ROA 2017 3 295 119 68% 54 4 0 26% 69 295 164% 176 2016 3 119 2017 3 ROA 8.0% 5.2% +2.9pts. +4.2pts. INTEGRATED REPORT 2017 09

A to Z P.48 0.52 0.55 2016 24 2 Road to 2020 1 P.62 IR PARADISE GROUPPARADISE SEGASAMMY Co., Ltd. 2017 4 IRPARADISE CITY IR PARADISE CITY 10 SEGA SAMMY HOLDINGS

P.56 IP* PC IP IP IP IP IP IP PC IP * Intellectual Property IP Thinca Terminal INTEGRATED REPORT 2017 11

THE MANAGEMENT TEAM CEO CEO 12 SEGA SAMMY HOLDINGS

2017 4 COO CEO COO 2014 52015 3 2016 3 2017 3 2014 3 3,669 8.0% 295 2014 2015 2016 2017 3 INTEGRATED REPORT 2017 13

THE MANAGEMENT TEAM CEO IR PARADISE GROUP IR 2020 3 Road to 2020 COO IR 2020 3 2021 3 IR IR 2016 12 IR IR IR 2017 4 PARADISE CITY 14 SEGA SAMMY HOLDINGS

PARADISE CITY PARADISE CITY 45% PARADISE SEGASAMMY Co., Ltd. IR 330,000m 2 IR 1 IR IR SDGsCOP21 2007 2008 2016 2004 1013 2017 8 CEO INTEGRATED REPORT 2017 15

THE MANAGEMENT TEAM COO COO 16 SEGA SAMMY HOLDINGS

COO 2017 3 2017 35%68% 2.9 8%ROA4.25.2%2016 3 532762017 3 1 20 2040 5%26% 8% 42111 2017 3 Amplitude Studios SASIP 85.1% 2018 3 2004 10 Road to 2020 2018 3 2020 3 DNA Value DNAMission Vision Goal INTEGRATED REPORT 2017 17

THE MANAGEMENT TEAM COO Value DNA Mission Vision Be a Game Changer Be a Game Changer Experiential Innovator Goal 15% ROA* 1 5% 30% * 2 3,000 300 10% IR *1 ROA *2 Mission Vision Be a Game Changer 18 SEGA SAMMY HOLDINGS

Road to 2020 2020 3 Road to 2020 2020 3 15% ROA 5% P.14 CEO 3 2020 3 100 15% 3,050 320 520 2017 2018 2019 2020 1,850 3 2017 2018 2019 10 80 2020 3 15.0% 5,000 750 30%* 2020 3 3 10 1550 30%50% 90% 50% * INTEGRATED REPORT 2017 19

THE MANAGEMENT TEAM COO 1.5 2.5 1 20%30% B to C* * Business to Consumer IP* P.50 3,000300 10% IP IP PC IP 5 2016 92017 4 180 IP IP IP IP IPIP Noah Pass IP IP * Intellectual Property 20 SEGA SAMMY HOLDINGS

Japan Gaming Congress IR 2017 5 Japan Gaming Congress IR IR IR 2012 PARADISE SEGASAMMY Co., Ltd. 2017 4 IRPARADISE CITY40 2018 Road to 2020 2017 8 COO INTEGRATED REPORT 2017 21

THE VALUE-CREATION SYSTEM 1960 1985 1960 SEGA 1960 DNA 1000 SERVICE GAMES SEGA UFO UFO UFO SEGA 1000 SEGA 1975 Sammy 1975 1979 TV 1989 TV Sammy Sammy 22 SEGA SAMMY HOLDINGS

1993 3D-CG 1 1995 1998 2000 RPG 2003 SEGA SEGA SEGA SEGA 1997 1999 2003 2008 62 26 Sammy /NSP1983, NSP 2007 SAE-307 Sammy INTEGRATED REPORT 2017 23

THE VALUE-CREATION SYSTEM 0 1 DNA DNA 2 1 IP DNA 24 SEGA SAMMY HOLDINGS

DNA 0 1 INTEGRATED REPORT 2017 25

THE VALUE-CREATION SYSTEM IP 2010 2011 2012 2013 2014 2015 2016 2017 8.0% 3 A B C 61.5 55.3 52.4 55.8 60.0 58.9 59.7 63.2 60.0 55.3 59.0% 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 3 * 45 481 2 188 2012 2013 2014 2015 2015 2016 2017 3 * 2014 3 2013 3 26 SEGA SAMMY HOLDINGS

PC IP P.71 2016 1,450 940 1,270 1,980 2017 3,560 INTEGRATED REPORT 2017 27

THE VALUE-CREATION SYSTEM Mission 3DNA CSR DNA + 28 SEGA SAMMY HOLDINGS

Value Up Value Up 3 Value Up 2 1 $ INTEGRATED REPORT 2017 29

THE VALUE-CREATION SYSTEM 1,050 1,191 765 687 367 583 190 58 83 2005 2006 2007 2008 2009 2010 2011 2012 2013 2006 2010 2007 2007 1,450 2016 8,972 2015 940 5,907 2017 JAIA 27 30 SEGA SAMMY HOLDINGS

385 295 2005 2017 58.2% 78.9% 32.6% 15.9% 5.2% 9.2% 174 176 2014 2015 2016 2017 3 2015 2005 477 2008 80 2017 191 2017 26 2009 2,332 2016 PC 2017 10,806 2013 297 2017 473 INTEGRATED REPORT 2017 31

THE NUMBERS * 1 % 4,589 4,291 17.3 3,846 3,967 3,955 3,780 3,668 3,479 3,669 687 14.8 3,214 583 10.2 367 9.5 385 8.0 5.9 4.8 5.1 295 +5% 08 09 10 11 12 13 14 15 16 17 58 1.9 83 08 09 10 11 12 13 14 15 16 17 3 190 174 176 +2.9pts. 3 * 2 11 415 163.19 334 307 276 137.14 126.42 117.79 202 218 80.46 86.73 53 45.00 30.00 30.00 40.00 40.00 40.00 40.00 40.00 40.00 40.00 22.90 113 46.70 228 90.83 1 +421% 40.0 208.26 524 08 09 10 11 12 13 14 15 16 17 3 08 09 10 11 12 13 14 15 16 17 1 1 3 *1 2016 3 2015 3 *2 25 9 13 21 2016 3 32 SEGA SAMMY HOLDINGS

* 3 504 4% ROA* 4 ROE % ROA +4.2pts. 16.2 456 11.0 9.1 7.7 9.3 9.2 361 381 8.8 6.3 5.7 5.2 328 4.8 4.4 1.8 266 266 287 280 270 1.0 08 09 10 11 12 13 14 15 16 17 171 161 196 159 161 181 161 176 166 163 ROE ROA 3 08 09 10 11 12 13 14 15 16 17 3 549 473 876 581 752 543 591 543 * 3 321 331 380 186 249 366 370 169 % 18.4 18.3 103 258 362 9 76 295 209 63 385 377 7 352 183 47 14.2 653 13.9 596 10.8 10.4 415 411 13.5 533 08 09 10 11 12 13 14 15 16 17 14.1 452 15.7 592 676 16.7 580 671 +1.6 pts. 590 08 09 10 11 12 13 14 15 16 17 % 3 2,816 55.3 2,425 52.4 2,567 55.8 3,224 2,999 3 59.0% 3,482 2,854 60.0 2,963 58.9 3,200 3,114 08 09 10 11 12 13 14 15 16 17 59.7 63.2 60.0 55.3 59.0 3 *3 2014 3 2013 3 *4 ROA % INTEGRATED REPORT 2017 33

THE NUMBERS 19 3 73 2 3 74 0 71 84 98 59 55 3 68 145 75 9 49 3 63 70 295 13 52 642 51 710 151 54 11 19 235 4 7 63 0 20 452 12 12 64 40 257 25 9 20 65 0 257 23 60 42 209 18 57 111 263 22 57 08 09 10 11 12 13 14 15 15 16 17 3 * 1 % 30.3 33.5 12 22 24.9 9 17 10.1 5.8 11.1 9.0 18.4 15.7 5.2 15.5 14.9 16.5 4.9 2.2 2.1 2.8 0.7 0.8 0.1 17.2 16.9 14.8 3.6 2.2 0 17.7 5.4 80 27 39 17 6 6 18 24 4 1 1 26 49 15 08 09 10 11 12 13 14 15 15 16 17 3 15 16 17 3 5 3 3 2005 3 2015 3 34 SEGA SAMMY HOLDINGS

% * 2 * 3 % 343 332 30.9 108.5 108 380 391 360 302 300 216 200 301 241 199 138 13.5 21.3 12.8 23.9 15.3 21.7 12.0 16.8 14.7 24.3 363 92.4 89.0 322 99.3 91.7 260 249 100.5 93.8 241 236 103.1 100.1 96.1 198 198 194 191 123 162 202 207 142 215 11.7 10.8 11.8 8.7 9.8 10.5 8.8 08 09 10 11 12 13 14 15 16 17 3 08 09 10 11 12 13 14 15 16 76 08 09 10 11 12 13 14 15 16 17 3 3 ARPMAU* 4 2,947 2,699 2,675 2,771 2,568 2,327 1,871 1,724 1,928 1,757 1,761 1,840 1,604 1,739 1,630 2,038 1,228 1,225 1,078 873 922 1,028 08 09 10 11 12 13 14 15 16 17 3 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 15 16 17 3 *1 2015 *2 2014 3 *3 2014 3 *4 MAU 2016 3 IR INTEGRATED REPORT 2017 35

THE NUMBERS 3 31 2011 2012 2013 2014 2015* 6 396,732 395,502 321,407 378,011 366,813 166,055 161,663 116,938 147,970 135,371 97,304 103,279 97,865 109,437 117,876 68,750 58,384 19,073 38,533 17,495 EBITDA* 1 84,699 74,542 37,254 58,276 39,242 * 2 41,510 21,820 33,460 30,721 (11,375) * 3 41,104 53,348 45,294 59,219 67,622 19,686 36,141 32,871 38,182 28,780 * 3 15,949 16,158 18,181 16,182 17,615 87,696 38,023 18,603 75,201 37,010 (29,585) (59,012) 6,396 (38,547) (37,734) (57,168) 914 (1,116) (11,512) (15,058) * 4 58,111 (20,989) 24,999 36,654 (724) 458,624 497,451 528,504 542,936 528,659 285,461 296,376 320,034 348,270 322,452 266,229,476 266,229,476 266,229,476 266,229,476 266,229,476 6,000 6,700 7,008 7,472 7,888 1 66.1 59.0 45.9 50.6 46.5 1 2011 2012 2013 2014 2015* 6 163.19 86.73 137.14 126.42 (46.70) 163.01 86.54 136.85 125.39 1,093.23 1,167.59 1,304.44 1,409.27 1,336.54 40.00 40.00 40.00 40.00 40.00 2011 2012 2013 2014 2015* 6 41.9 40.9 36.4 39.1 36.9 24.5 26.1 30.4 29.0 32.1 17.3 14.8 5.9 10.2 4.8 10.4 13.5 14.1 15.7 18.4 ROE 16.2 7.7 11.0 9.3 ROA* 5 9.1 4.4 6.3 5.7 60.0 58.9 59.7 63.2 60.0 *1 EBITDA 2014 3 *2 25 9 13 21 2016 3 *3 2014 3 2013 3 *4 *5 ROA *6 2016 3 2015 3 *7 MAU 36 SEGA SAMMY HOLDINGS

2016 2017 347,981 366,939 127,372 135,678 109,754 106,150 17,617 29,527 38,632 50,088 5,369 27,607 58,042 67,102 28,046 27,063 2015* 6 2016 2017 152,174 141,037 148,222 25,780 20,955 26,331 % 16.9 14.9 17.8 22,336 18,583 18,883 6,949 5,014 5,871 6,484 7,913 5,844 207,830 142,337 215,736 241,425 199,014 138,321 16,625 16,346 16,906 59,126 (35,280) (4,767) 14,285 (38,334) (18,373) 54,359 532,957 521,599 299,950 311,497 266,229,476 266,229,476 7,606 7,639 45.8 48.0 2015* 6 2016 2017 199,663 190,551 205,704 63 4,216 11,176 % 0.0 2.2 5.4 45,705 39,222 48,129 19,522 17,867 16,668 9,569 11,437 8,719 ARPMAU* 7 1,761 1,630 2,327 198 194 191 % 100.1 103.1 108.5 2016 2017 22.90 117.79 22.90 117.40 1,257.43 1,313.06 40.00 40.00 % 2016 2017 36.6 37.0 1,228 922 1,028 2015* 6 2016 2017 14,974 16,392 13,012 (2,336) (1,825) (2,244) % 235 591 237 2,152 5,045 4,506 995 1,047 1,162 31.5 28.9 5.1 8.0 16.7 18.3 1.8 9.2 1.0 5.2 55.3 59.0 INTEGRATED REPORT 2017 37

THE NUMBERS 3 31 t-co2 GJ 123,801 2,262,136 2,216,589 2,050,423 2,575 2,466 109,866 111,107 1,832,327 95,557 1,860 1,242 2014 2015 2016 2017 3 2014 2015 2016 2017 3 2014 2015 2016 2017 3 144 42 288 67 6.7% 111 31 102 95 33 124 50 221 200 41 212 51 4.6% 5.7% 59 5.4% 56 78 80 62 74 126 22 159 161 41 104 2014 2015 2016 2017 3 2014 2015 2016 2017 3 2014 2015 2016 2017 3 156 173 168 83 77 82 7.8 8.5 8.2 7.8 124 65 2014 2015 2016 2017 3 2014 2015 2016 2017 3 2014 2015 2016 2017 3 38 SEGA SAMMY HOLDINGS

IR 2017 340 DOE3.1% 2020 40 1BPS DOE 1 174.7% 1,341.8 4.4% 4.5% 1,030.09 1,409.27 1,304.44 1,336.54 1,313.06 1,257.43 1,167.59 1,093.23 882.47 937.8 3.9% 3.3% 3.5% 3.1% 3.2% 3.1% 3.1% 2.9% 2.9% 60 45 30 30 40 40 40 40 40 40 40 34.8% 37.3% 46.1% 31.6% 24.5% 29.2% 34.0% 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 1BPS DOE 3 1 3 2008 3 2009 3 2015 3 N.A. 3 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 1,400 500 1,000 1,000 TOPIX2004 10 1 2.5 2.0 2005 9 1 2 2006 3 IR 1.5 687 1.0 2004 10 2007 3 35.8% 0.5 2008 3 IR 0 2004.10 2005.3 2006.3 2007.3 2008.3 2009.3 2010.3 2011.3 2012.3 2013.3 2014.3 2015.3 2016.3 2017.3 TOPIX INTEGRATED REPORT 2017 39

THE STRATEGY Road to 2020 2020 3 Road to 2020 3,780 3,668 10.2% 3,479 3,669 8.0% 385 4.7% 5.1% 295 174 176 2014 3 2015 3 2016 3 2017 3 2015 3 60 IR PC PCAmplitude Studios SAS 40 SEGA SAMMY HOLDINGS

15% ROA* 5% 3,800 5.3% 200 2018 3 IR PARADISE CITY 2017 4 20 2020 3 IR 2021 3 * ROA INTEGRATED REPORT 2017 41

THE STRATEGY Road to 2020 15.0% 3,669 3,800 8.0% 4,200 7.1% 5,000 750 5.3% 295 300 200 2017 2018 2019 2020 3 15% ROA5% * 2020 3 5,000 2020 3 750 2017 3 3,669 2017 3 295 * 10 42 SEGA SAMMY HOLDINGS

2020 3 IR 2017 3 2018 3 2019 3 2020 3 3,669 3,800 4,200 5,000 295 200 300 750 8.0% 5.3% 7.1% 15.0% 1,482 1,500 1,650 1,850 263 200 280 520 17.7% 13.3% 17.0% 28.1% 2,057 2,200 2,450 3,050 111 100 150 320 5.4% 4.5% 6.1% 10.5% 130 100 100 100 22 30 20 10 PARADISE SEGASAMMY Co., Ltd. 57 70 110 80 IR P.62 P.56 P.48 B to C INTEGRATED REPORT 2017 43

THE STRATEGY CFO Road to 2020 CFO CFO Road to 2020 CFO Road to 2020 IR 2014 5 2016 3 2017 3 Road to 2020 15% ROA 5% 44 SEGA SAMMY HOLDINGS

2018 3710193 2019 32020 3 IR IR IR 2017 3591 964 2,027 1,908 1,856 * 1,992 1,151 863 1,290 964 876 1,045 566 1,028 2014 2015 2016 2017 3 * ROEROAIR ROE ROA 2017 3 PCAmplitude Studios SAS INTEGRATED REPORT 2017 45

ROA THE STRATEGY CFO ROA IR 55.3 52.4 55.8 60.0 58.9 59.7 63.2 60.0 55.3 59.0% 9.1 6.3 5.7 ROA 5.2% 4.8 4.4 1.0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 3 ROA* 5% * ROA 46 SEGA SAMMY HOLDINGS

THE OPERATIONAL SEGMENTS INTEGRATED REPORT 2017 47

THE OPERATIONAL SEGMENTS 2005 2017 5% 9% 16% 33% 58% 79% % 37.1 37.6 33.6 30.3 33.5 24.9 28.0 18.4 16.5 17.2 16.9 14.8 17.7 13.3 17.0 5.8 9.0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2015 2016 2017 2018 2019 2020 3 48 SEGA SAMMY HOLDINGS

SWOT 24.3% 8.8% 3,576 2016 5,245 2016 1996 18,164 1996 2,760 2016 10,986 2016 940 2017 P.52 SWOT S W O T STRENGTHS WEAKNESSES OPPORTUNITIES THREATS IP INTEGRATED REPORT 2017 49

THE OPERATIONAL SEGMENTS Road to 2020 * 30% * 5030%50% 90% 50% 2020 3 10 15 50 2020 3 30% 50% 90% 2020 3 50% 2018 3 ZEEG 50 SEGA SAMMY HOLDINGS

1 20 30% 1 1.5 2.5 1.5 2.5 20 30% B to C* 2017 7 30 2017 1 7,000 * Business to Consumer 2017 3 2017 3 263 31 25.7% 2018 32017 10 1 540% 30% 28% 1,482 22 5.1% 1,482 263 17.7% 1,482 1,500 17.7% 13.3% 263 200 1Q 2Q 3Q 1Q 2Q 3Q 2016 3 2017 3 2018 3 INTEGRATED REPORT 2017 51

THE OPERATIONAL SEGMENTS 1920 11mm 1960 30.5%21.6* 1 940* 1 /NSP 1983, NSP 2007 YSC-506 Sammy CR /NSP 2001, YDM-406 Sammy 8,821* 2 *1 2016 2017 *2 2016 76 70.9 2016 21.6 2016 % 37.7 26.7 * 3 30.5 21.6 11.2 7.9 14.9 10.5 5.7 4.0 2017 *3 1. 2. 3. 4. 5. 8. 6. 7. 52 SEGA SAMMY HOLDINGS

36 * 4 63 * 5 2004 *4 *5 63 36 8,821 566.3% 572.9% 5,245 3,576 2016 76! CR /NSP 2001, YDM-406 Sammy CR 4 CAPCOM CO., LTD. ALL RIGHTS RESERVED. Sammy 1 INTEGRATED REPORT 2017 53

THE OPERATIONAL SEGMENTS 1995 * 1 2004 7 *1 *2 2004 7 3 * 2 2007 21.6 940 1995 2000 2005 2010 2016 2017 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 887 5,245 3,576 1,567 76 1 * 3 *3 10,986 0.55 0.52 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 54 SEGA SAMMY HOLDINGS

* 4 1 2014 IP *4 4.66 3.73 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 DK-SIS = 2015 3 2016 3 2017 3 2018 3 123 96 88 72 164 166 169 169 2015 3 2016 3 2017 3 2018 3 201 188 156 151 295 291 283 272 2018 INTEGRATED REPORT 2017 55

THE OPERATIONAL SEGMENTS IP IP 2017 2,057 473 471 494 372 227 23% 23% 24% 18% 11% 20 1% 2017 111 49 26 17 22 12 15 56 SEGA SAMMY HOLDINGS

SWOT SNAP SHOT 2005 2015 2005 2016 2005 2015 1,992 1,569 2,907 1,824 2,339 2,520 JAIA 27 2017 PC 2005 6,824 2015 4,338 JAIA 27 2005 2016 1,282 1 806 2017 2005 2016 7,053 8,031 SWOT S W O T STRENGTHS WEAKNESSES OPPORTUNITIES THREATS 2,000 AM AM IP AM AM AM AM AM AM AM AM AM AM AM Noah Pass AM AM AM INTEGRATED REPORT 2017 57

THE OPERATIONAL SEGMENTS エンタテインメントコンテンツ事業 Road to 2020 事業戦略 ビジョン セグメント 目標 Be a Game Changer 営業利益 売上高 3,000 革新者たれ 億円以上 300 営業利益率 億円以上 10% 以上 重点課題 グローバルヒットタイトルの創出 デジタルゲーム及びパッケージゲームを中心として 経営資源を駆使し グローバルマーケットでビッグヒットの創出を目指します 厳選したタイトルへ の集中投資並びに グローバル展開を促進する事業構造の構築によって これを実現していきます 分散投資から集中投資へ移行 グローバル展開を促進する仕組みづくり タイトル数の厳選 ミドルヒット狙い ビッグヒット狙い デバイス軸から IP 軸へ 事業の軸をシフト 期待タイトルへの集中投資 プロモーション強化等 地域拠点の機能統合による強化 上記戦略を実現するため 組織等の事業構造を再編 デバイス軸から IP 軸にシフトし マルチチャネルへ展開 当グループは既存 IP に留まらず 休眠 IP など膨大な IP 資産を有しています 新規 IP 外部 IP も含めてそうした IP 群をフルに活用し 同一 IP をマルチ チャネル グローバルマーケットに展開していきます これにより IP 価値の最大化を目指します デジタルマーケティングプラットフォーム Noah Pass の活用により 異なるプラットフォーム間での相互送客 グローバル展開の際のパブリッシング ローカライズ等を推進していきます 活用 IP の拡大 既存 IP に加え 休眠 IP の再活用等を マルチチャネル展開 IP 展開 チャネルの拡大 含む 各種 IP 施策の強化 IP 既存 IP 新規 IP IP 展開領域の拡大 世界同時リリース モバイル リバイバル IP 送客 欧州 国内 PC コンソール 外部 IP 展開地域の拡大 相互送客 集客 O2O等 アジア 展開支援 パブリッシング ローカライズ デジタルマーケティングプラットフォーム 過去の IP のリバイバル 外部 IP 等の積極活用 各 IP の展開 チャネル 展開地域を拡大し IP 価値を最大化 58 SEGA SAMMY HOLDINGS 北米

日本のヒットタイトルをグローバルに展開した成功例 日本 アジア 欧米で累計180 万本の販売本数 を記録したグローバルヒットタイトル PlayStation 4 PlayStation 3向け パッケージゲームソフト ペルソナ5 ATLUS SEGA All rights reserved. IP 軸への変革のための組織構造再編 各地域のスタジオを IP 軸に再編し 各 スタジオの IP のマルチデバイスへの展開を促進します 効率的なパ ブリッシングを実現するために これまで個社ごとに行っていたパブリッシング機能も地域ごとに統合します 事業主体 展開 デバイス 国内 アジア スタジオ ファンタシースター ぷよぷよ 欧州 スタジオ Total War Football Manager ペルソナ 新規 IP パブリッシング体制 マルチデバイス 国内 アジア パブリッシング モバイル コンソール PC 北米 スタジオ 欧州 パブリッシング Endless 新規 IP 北米 パブリッシング ソニック Company of Heroes Dawn of War 新規 IP IP 軸にスタジオを編成し マルチデバイス グローバル展開促進 地域ごとのパブリッシング機能等の統合による効率性向上 INTEGRATED REPORT 2017 59

THE OPERATIONAL SEGMENTS Noah Pass PC IP PC IP IP IP No.1 No.1 & 3IP IP 3IP 3IP 3D CG IP 60 SEGA SAMMY HOLDINGS

2017 3 2017 3 2016 3 164% 2 - -!! Total War Total War: WARHAMMER 5 108.5% TV 2018 3 PC 2,057 111 5.4% 2,057 2,200 5.4% 111 4.5% 100 1Q 2Q 3Q 1Q 2Q 3Q 2016 3 2017 3 2018 3 INTEGRATED REPORT 2017 61

THE OPERATIONAL SEGMENTS IR Experiential Innovator IR IR PARADISE GROUPIR IR 2012 3 2016 8 2013 4 GC OPEN OPEN 2017 7 2012 2013 2014 2015 2016 2017 2018 2013 7 2014 11 2017 4 2018 PARADISE SEGASAMMY PARADISE SEGASAMMY Paradise Casino Incheon IR PARADISE CITY PARADISE CITY OPEN 1-1 PARADISE CITY NEW OPEN 1-2 62 SEGA SAMMY HOLDINGS

IR PARADISE CITY PARADISE GROUP PARADISE SEGASAMMY Co., Ltd.IR PARADISE CITY 2017 4 PARADISE CITY 330,000m 2 IR IR 3 11km 700ha 3 5,000 2016 8 IR 2017 3 28 IR 20% 130 12 22 44 18 25 2018 323% IR30 PARADISE CITY 130 22 % 130 100 22 30 1Q 2Q 3Q 1Q 2Q 3Q 2016 3 2017 3 2018 3 INTEGRATED REPORT 2017 63

ESG ESG ESG E S G G E 3R S 64 SEGA SAMMY HOLDINGS

S S 2013 9 PC AM E S G S INTEGRATED REPORT 2017 65

ESG 2017 3 124 50 212 51 2014 111 31 144 42 102 95 33 124 50 288 67 221 200 41 212 51 4.6% 5.7% 59 5.4% 56 78 6.7% 80 62 74 126 22 159 161 41 104 2014 2015 2016 2017 2014 2015 2016 2017 2014 2015 2016 2017 3 3 3 66 SEGA SAMMY HOLDINGS

2008 3 2012 3 M&A IR 2008 2009 2010 2011 2012 2013 2014 2015 2015 2016 2017 * 2015 3 2017 2017 7,639 3! IR 2014 5 PARADISE GROUPPARADISE SEGASAMMY Co., Ltd. 45% Paradise Casino Incheon 2017 4IRPARADISE CITY IR 6 2017 10 50 2015 6 2017 50 INTEGRATED REPORT 2017 67

ESG Road to 2020 Road to 2020 3 Road to 202030% 2 Road to 2020 68 SEGA SAMMY HOLDINGS

PARADISE CITY 2014 Paradise Group PARADISE SEGASAMMY Co., Ltd. 6 2 2016 3 2017 8 36 2017 4 IR PARADISE CITY PARADISE CITYIR PARADISE CITY PARADISE CITY IR PARADISE CITY PARADISE SEGASAMMY Co., Ltd. PC 2020 RPG 2 PSO2 IP IP 2 3 PSO2 2017 75 5 2020 10 INTEGRATED REPORT 2017 69

ESG IP IPIP IP IP IP IP IP IP IP IP IP IP B/S IP 271 CR CR 5 CR 6 33 CR3 F SE 62 CR 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 3 70 SEGA SAMMY HOLDINGS

M&A IP The Creative Assembly Total War f4samurai - - THQ Canada Relic Entertainment Company of Heroes Amplitude Studios SAS PC Endless 2000 2005 2006 2012 2013 Sports Interactive Football Manager IP DL I P I P I P 1987 28 720 1996 13 850 2007 9 180 IP 2009 52 550 DL 2002 33 274 2009 9 44 2016 DL 1991 3 6,000 DL 1991 * 1 2,500 DL ID AMID IP 2005 75 1,050 DL 1989 14 57 2001 15 49 1987 450 ID* 2 ID 2013 2 1,000 DL *1 1998 *2 2 INTEGRATED REPORT 2017 71

ESG P.51 2016 4 20 30% 2004 WEB 72 SEGA SAMMY HOLDINGS

2016 3 CSR 11 CSR 2017 3108 108 1! P.50 PFU INTEGRATED REPORT 2017 73

ESG B to C JAMMA* 1 2016 1 *1 CERO* 2 *2 6 SEGA CERO 74 SEGA SAMMY HOLDINGS

P.50 3 2015 2016 2017 97.24% 97.28% 97.21% 1,344 t 1,077 t 1,494 t PEFC* 66 t 4.9% 45 t 4.2% 84 t 5.6% * PEFC PEFCProgramme for the Endorsement of Forest Certification Schemes PEFC 2014 3100% INTEGRATED REPORT 2017 75

THE GOVERNANCE 2008 32009 3 1 2017 3 1 2007 6 ES ESG 2015 ESG ES 76 SEGA SAMMY HOLDINGS

2008 6 2016 6 2020 3 Road to 2020 IR Road to 2020 70 2018 Road to 2020 IR INTEGRATED REPORT 2017 77

THE GOVERNANCE 2016 3 2017 3 CFO 3 2010 3 SOX IT 2009 3 2 2017 8 10 5 1 2 2008 3 63% 37% 2 1 1 1 1 575 535 555 2006 3 32 32 43 543 503 511 2015 3 2016 3 2017 3 78 SEGA SAMMY HOLDINGS

2017 6 30 1 8 1 4 79 INTEGRATED REPORT 2017

THE GOVERNANCE 8 3 4 2 IT 2017 3 14 1414 1212 1414 1212 1111 1010 100% 1414 1212 1414 1212 100% 80 SEGA SAMMY HOLDINGS

2017 3 2017 5 a b * * 2012 61,000 2004 6 50 2017 3 7 511 385 108 18 3 43 43 1 13 13 2 27 27 2017 31 524 269 50 5 200 129 18 10 6 36 35 12 6 6 INTEGRATED REPORT 2017 81

THE GOVERNANCE 2006 3 SOX 2017 3 http://www.segasammy.co.jp/japanese/pr/corp/pdf/governance/governance.pdf 2010 3 2010 3 CSR CSRCSR 2017 2015 3 212016 3 92017 3 16 20142017 28%24% 13%9% 26% 52% 13% 9% 26% 82 SEGA SAMMY HOLDINGS

2017 3 CEO COO CEO CEO CEO PARADISE SEGASAMMY Co., Ltd. Member of the Board of Directors CFO COO IR IR IR 2016 2 IR IR 2016IR INTEGRATED REPORT 2017 83

THE GOVERNANCE 2017 6 17 CEO COO 1980 2004 CEO CEO 2007 CEO COO 2008 CEO 2012 2013 CEO 2015 CEO 2016 CEO COO 2017 CEO 2004 2005 Sega of America, Inc. Director 2011 2012 CEO CEO 2014 2015 CEO 2016 COO 2017 COO CEO CEO CEO 1992 2004 2005 Sega Publishing Europe Ltd. CEO 2006 Sega Holdings U.S.A., Inc. CEO and President Sega of America, Inc. Chairman 2008 2009 Sega Europe Ltd. Chairman 2012 COO Sega Holdings Europe Ltd. CEO and President 2014 PARADISE SEGASAMMY Co., Ltd. Member of the Board of Directors 2015 CA 2016 2017 CA * * 1981 2005 2009 1984 NTT 2010 U-NEXT 2008 2013 2003 Manufacturers Bank 2016 2005 JMS North America Corporation 2017 AWS Ubicom 2006 2007 2016 84 SEGA SAMMY HOLDINGS

CFO 2003 2004 2005 2007 2008 2009 2014 2015 2016 CFO 1987 1997 2003 2004 2007 2008 2014 COO 2015 COO 2017 * 1974 2001 2005 2007 SMBC SMBC 2016 2010 2014 SMBC * 215 INTEGRATED REPORT 2017 85

THE GOVERNANCE * 2 * 2 2005 2006 2008 2009 2011 2012 COO 2013 2016 2017 2003 2004 2006 2014 2015 1990 1996 1999 2005 2008 2009 2012 2015 CA 2017 1978 2000 2004 2005 2006 2007 2014 2015 *2 216 86 SEGA SAMMY HOLDINGS

FINANCIALS INTEGRATED REPORT 2017 87

THE FINANCIALS P/L 1 2004 7 2 2008 3 2011 3 2015 3 5,282 765 3,669 1. 295 8,986 132 5,245 07 08 09 10 11 12 13 14 15 16 17 3 4,909 523 3,576 138 215 07 08 09 10 11 12 13 14 15 16 17 76 912 473 297 5,731 4,338 372 2013 2017 3 08 09 10 11 12 13 14 15 16 17 149 163 130 JAIA 27 2. 66 42 2015* 2016 2017 3 * 2016 3 2010 2017 3 88 SEGA SAMMY HOLDINGS

2016 3 2017 3 3,669 295 8.0% ROA* 5.2% 3,669 3,800 8.0% 295 5.3% 200 1Q 2Q 3Q 1Q 2Q 3Q 2016 3 2017 3 2018 3 *ROA 2016 2017 3,479 3,669 +5% 1,410 1,482 +5% 1,905 2,057 +8% 163 130 20% 2,206 2,312 +5% 1,273 1,356 +7% 1,097 1,061 3% 176 295 +68% 209 263 +26% 42 111 +164% 18 22 / 57 57 5.1% 8.0% +2.9pt. 31 38 +23% 43 48 +12% 164 285 +74% 2.9 8.0% 176 54 69 4 0 295 12 133 56 81 2016 3 119 2017 3 120 337 +181% 63 56 53 276 +421% 1 40 40 1 22.90 117.79 1 1,257.43 1,313.06 * * INTEGRATED REPORT 2017 89

THE FINANCIALS B/S 2008 3 IR 5,499 5,215 60% 07 08 09 10 11 12 13 14 15 16 17 3 2011 PARADISE SEGASAMMY 2012 Relic Entertainment, Inc. PARADISE SEGASAMMY Paradise Casino Incheon & 2013 23% 2007 35% 2017 38% 2015 17% 9% 5,215 33% 33% 26% 5,286 2005 37% 4% 4,389 12% 17% 8% 8% 90 SEGA SAMMY HOLDINGS

2016 32017 3 5,329 5,215 +219 3,022 194 3,241 +219 150 1,010 194 816 248 27 221 1,047 110 937 110 2,999 3,114 2016 2017 67 5,329 5,215 1,059 +66 1,125 229 1,270 295 975 115 6,034 +115 3.759.0% 2016 2017 2017 3 34 5 261 886 346 85.1% 117 8 93 94 116 207 91 914 Amplitude Studios SAS 0 PC 2,568 430 INTEGRATED REPORT 2017 91

THE FINANCIALS Cash Flows M&A 2011 33 IR CMS 591 47 543 07 08 09 10 11 12 13 14 15 16 17 3 2017 3 2017 3 2016 3 135 95 1,992 1,856 +337 152+205 127 +124 +52 +134 92 +63 140 142 93 8 1,992 2016 2017 +591 337 38 205 61 124 96 591 26169 47 134 152 95 92 50 47 67352 80 383 140 43 142 93 76 383 34142 85 92 SEGA SAMMY HOLDINGS 3

Non-Financial Assets 33 7,639 7,734 7,665 6,856 6,236 6,000 6,700 7,008 7,472 7,888 7,606 7,639 118 162 841 861 165 619 5,271 5,135 5,257 1,658 1,448 1,598 07 08 09 10 11 12 13 14 15 16 17 3 2015 2016 2017 3 2015 32017 3 3 17% 2017 316% 671! IP 24 36 PC 12 INTEGRATED REPORT 2017 93

105-00219 2 www.segasammy.co.jp Printed in Japan

An abridged edition of Integrated Report 2017

2020 3 Road to 2020 Value DNA Mission Be a Game Changer Vision Be a Game Changer Experiential Innovator 15% Goal ROA* 1 5% 30% * 2 3,000 300 10% IR *1 ROA % *2 01 SEGA SAMMY HOLDINGS

PC IR 2017 4IR IR IR INTEGRATED REPORT 2017 02

2014 5 2015 3 602016 3 2017 3 3,800 3,668 3,479 4.7% 5.1% 174 176 3,669 8.0% 295 5.3% 200 2015 3 2016 3 2017 3 2018 3 60 IR IR PARADISE CITY 2017 4 20 PC PCAmplitude Studios SAS 03 SEGA SAMMY HOLDINGS

Road to 2020 Road to 2020 Experiential Innovator IR IR IR IR 2017 P.62 Be a Game Changer 3,000 300 10% 2017 P.58 * 30% * 1 B to C* * Business to Consumer 2017 P.50 INTEGRATED REPORT 2017 04

1. 2. 3. 4. 5. 8. 6. 7. CR /NSP 2001, YDM-406 Sammy CR 4 CAPCOM CO., LTD. ALL RIGHTS RESERVED. Sammy 34.0% 1 31.8% 1 21.8% 1 13.5% 3 21.3% 1 30.9% 1 23.9% 1 15.3% 2 21.7% 1 16.8% 1 14.7% 2 24.3% 1 7.1% 5 3.5% 8 3.4% 8 11.7% 3 10.8% 5 11.8% 3 12.8% 3 8.7% 5 9.7% 4 12.0% 5 10.5% 6 8.8% 6 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 76 05 SEGA SAMMY HOLDINGS

IP IP DL I P I P I P 1987 28 720 1996 13 850 2007 9 180 IP 2009 52 550 DL 2002 33 274 2009 9 44 DL 1991 3 6,000 DL 1991 * 1 2,500 DL ID AMID IP 2005 75 1,050 DL 1989 14 57 2001 15 49 1987 450 ID* 2 ID 2013 2 1,000 DL *1 1998 *2 2 INTEGRATED REPORT 2017 06

105-00219 2 www.segasammy.co.jp Printed in Japan