FY Ending March 2013 1st Quarter Results Presentation

August 1st, 2012 SEGA SAMMY HOLDINGS INC.

[Disclaimer] The contents of this material and comments made during the questions and answers etc of this briefing session are the judgment and projections of the Company’s management based on currently available information. These contents involve risk and uncertainty and the actual results may differ materially from these contents/comments.
© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Contents
【FY Ending March 2013 1st Quarter Results/ 1st Half Forecasts】
Results Highlight Major Business Measures Consolidated Income Statements Costs and Expenses Consolidated Balance Sheet Segment Results/Forecasts
Segment Results: Pachislot and Pachinko Machines Segment Results: Amusement Machine Sales Segment Results: Amusement Center Operations Segment Results: Consumer Business

2 3 4 5 6
7 10 12 14

Appendix

19

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Results Highlights
・ Net sales 69.9billion yen, Operating income 5.4 billion yen, Net income 2.5 billion yen ・ Year-on-year, sales and profits increased
⇒Results are favorable compared against forecasts through 2Q announced on May 11

Net Sales / Profits

Pachislot and Pachinko Machines

・ Year-on-year, sales and profits increased ・ Pachislot unit sales exceeded results of the previous fiscal year ・ Pachinko unit sales decreased compared to the results of the previous fiscal year ・ Year-on-year, sales and profits increased ・ Solid distribution of earnings due to utilization of revenue sharing model ・ Decreased sales and profits year-on-year ・ SEGA domestic same-store sales performed at a lower level year-on-year ・Sales decreased year-on-year, but the loss was reduced due to suppressed operating expenses ・Sales of packaged software performed at a lower level year-on-year due to title reductions ・ Sales increased year-on-year due to the conversion of Phoenix Resort K.K. into a wholly owned subsidiary
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Amusement Machine Sales Amusement Center Operations

Segment breakdown

Consumer Business

Other

© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Major Business Measures
・Name of developer:Paradise Sega Sammy ・Location:IBC-I 2nd Phase District, Woonseo-dong, Jung-gu, Incheon, Korea ・Overview of business:Development of resort complex comprised of casinos, hotels, shopping malls, convention centers, offices, etc. ・Site area:336,000㎡ ・Investment amount:To be determined ・Investment share: 45%

(Publicized on May 11, 2012)
◆ Joint Venture with Paradise Group

(Publicized on May 31, 2012)

・Total number of shares to be acquired: 10,000,000 shares (upper limit) ・Total acquisition costs: 17 billion yen (upper limit) ・ Acquisition period: From June 7, 2012 through September 28, 2012 <Status as of end of June 2012> ・Total number of shares acquired: 4,063,700 shares ・Total acquisition costs:6,302 million yen

◆ Acquisition of treasury stocks

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Consolidated Income Statements
(JPY Billion) FY Ended March 2012 Results Through 1Q
Net Sales Pachislot and Pachinko Machines Amusement Machine Sales Amusement Center Operations Consumer Business Other Operating Income Pachislot and Pachinko Machines Amusement Machine Sales Amusement Center Operations Consumer Business Other Eliminations Operating Income Margin Ordinary Income Extraordinary Gain Extraordinary Loss Net Income Dividend Per Share (JPY) Earning Per Share (JPY) Net Assets Per Share (JPY) Breakdown Breakdown

FY Ending March 2013 Results Through 1Q YoY Change Forecasts Through 2Q Full Year Forecasts

Results Through 2Q

Full Year Results

65.3 29.9 7.6 10.9 16.0 0.7 2.9 7.1 0.1 0.6 -3.8 0.0 -1.1 4.4% 3.2 0.0 3.6 -2.2 -8.84 1,081.69

152.6 74.8 19.3 23.2 33.4 1.6 15.1 20.6 1.5 1.6 -6.0 0.2 -2.9 9.9% 14.7 1.1 5.3 3.9 20 15.79 1,115.46

395.5 212.1 49.9 44.6 85.6 3.0 58.3 71.0 7.4 0.3 -15.1 0.2 -5.4 14.7% 58.1 3.3 18.5 21.8 40 86.73 1,167.59
-4-

69.9 33.7 8.3 10.0 14.9 2.8 5.4 7.8 0.2 0.4 -1.5 -0.1 -1.3 7.7% 4.6 0.3 0.0 2.5 10.17 1,136.01

+7.0% +12.7% +9.2% -8.3% -6.9% +300.0% +86.2% +9.9% +100.0% -33.3% +3.3pt +43.8% -

163.0 83.5 19.0 23.0 31.0 6.5 2.5 11.7 -0.7 1.5 -6.0 -0.5 -3.5 1.5% 2.0 3.5 20 14.22 -

470.0 286.5 40.5 44.5 85.0 13.5 66.0 70.0 1.3 1.0 0.5 -0.5 -6.3 14.0% 65.0 40.0 40 164.20 -

© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Costs and Expenses
(JPY Billion) FY Ended March 2012 Results Results Through 1Q Through 2Q R&D Expense / Content Prodcution Expense Full Year Results FY Ending March 2013 Forecasts Results YoY Change Through 1Q Through 2Q Full Year Forecasts

11.0

19.7 9.4 6.4 7.6

53.3 36.1 16.1 17.2

9.2

-16.4%

22.3 27.9 9.6 9.5

45.2 41.0 21.4 18.3

Cap-ex

4.4

11.1

+152.3%

Depreciation

2.9

3.2

+10.3%

Advertising

3.1

2.2

-29.0%

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Consolidated Balance Sheet
(JPY billion)         【  Assets 】 End of Previous Fiscal Year Account End of 1Q
Cash and Deposits
Notes and accounts receivable-trade Short-term investment securities

Change
+29.4 36.2 27.7 35.3 39.5

Account
Notes and accounts payable-trade

【  Liabilities and Net Assets 】 End of Previous Fiscal Year End of 1Q
59.9 23.5 10.1 38.8 36.8 23.4 11.2 33.6

Change
-23.1 -0.1 +1.1 -5.2

127.7 73.5 66.5 34.5 25.4

157.1

-37.3 Current portion of bonds -38.8 Short-term loans payable +0.8 Other +14.1
Total Current Liabilities

Inventories Other

132.3
11.9 25.0 31.7

105.0
16.9 34.4 31.4

-27.3
+5.0 +9.4 -0.3

Total Current Assets Property, plant and equipment Intangible Assets Investment Securities Other

327.6
78.1 21.3 52.7 17.7

295.8
82.5 21.6 47.7 24.2

-31.8

Bonds payable

+4.4 Long-term loans payable +0.3 Other -5.0 +6.5 Total Noncurrent Liabilities
Total Liabilities Shareholder's Equity
Total accumulated other comprehensive income

68.6 201.0
298.4 -5.3 0.9 2.2

82.7 187.7
289.6 -9.0 1.1 2.4

+14.1 -13.3
-8.8 -3.7 +0.2 +0.2

Subscription rights to shares M inority Interest

Total Noncurrent Assets Total Assets

169.8 497.4

176.0 471.9

+6.2 -25.5

Total Net Assets
Total Liabilities and Net Assets

296.3 497.4
End of Previous Fiscal Year

284.1 471.9
End of 1Q

-12.2 -25.5
Difference

Summary of Results Through 1Q
◆ Current Assets: Down 31.8 billion yen due to payment of accounts payable etc. ◆ Fixed Assets:Up 6.2billion yen, due to a construction of new plant etc. ⇒Total Assets:471.9 billion yen decreased by 25.5 billion yen ◆ Current ratio: 281.6% (+34.1pt) ◆ Equity ratio: 59.4% (+0.5pt)

(JPY billion) Total assets Net assets Equity ratio Current ratio -6-

497.4 296.3 58.9% 247.5%

471.9 284.1 59.4% 281.6%

-25.5 - 12.2 + 0.5 pt +34.1 pt

© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Segment Results: Pachislot and Pachinko Machines
(JPY Billion) FY Ended March 2012 Results Through 1Q Results Through 2Q Full Year Results Results Through 1Q FY Ending March 2013 YoY Change Forecasts Through 2Q Full Year Forecasts

Net Sales
Pachislot Pachinko Other

29.9
2.2 26.5 1.2

74.8
15.4 56.9 2.5

212.1
104.3 101.8 6.0

33.7 26.2 5.1 2.4 7.8 23.1% 80,906 23,764

+12.7% +1,090.9% -80.8% +100.0% +9.9% -0.6pt +960.0% -71.2%

83.5
53.7 27.4 2.4

286.5
143.9 137.5 5.1

Operating Income
Operating Income Margin

7.1 23.7% 7,633 82,394

20.6 27.5% 52,769 181,589

71.0 33.5% 300,866 332,288

11.7 14.0% 179,000 103,000

70.0 24.4% 473,000 450,000

Unit Sales (Pachislot) Unit Sales (Pachinko)

Summary of Results Through 1Q
Overall Pachislot Pachinko
◆ Year-on-year, sales and profits increased ◆ Effect from reuse of components especially liquid crystal displays ◆ Solid sales of several titles ⇒Sammy “Pachislot CODE GEASS Lelouch of the Rebellion”, “Pachislot THE iDOLMASTER LIVE in SLOT!” ⇒Rodeo “Pachislot Monster Hunter” (previous fiscal year) ◆ There were no plans of selling mainstay titles in 1Q ⇒Sammy “Pachinko CR GAOGAOKING” Series, “Dejiten CR Hokuto No Ken Toki” ⇒TAIYO ELEC “CR Ryu ga Gotoku Kenzan!” Series

1st Half Forecasts
◆Focus on expansion of sales of titles for pachislot and pachinko machines and improve profitability by reusing of components ◆ Plans for sales of several titles ⇒Sammy “Pachislot Ring ni Kakero 1 -The Twelve Gods of Greek Series”(September) ◆ Sale of major titles and mainstay titles will center on 2nd half ◆ Sales of several titles ⇒Sammy “Pachinko CR Virtua Fighter REVOLUTION” (August) “Dejihane CR Nogaremono Orin2” (July) ⇒TAIYO ELEC “CR Chameleon” (August) ◆ Sale of major titles and mainstay titles will center on 2nd half -7-

© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Segment Results: Pachislot
Shipment Data: Pachislot Shipment Data: Pachislot
FY Ended March 2012 Pachislot Results Through 1Q 1title 7,613units 0title 20units 0title 0unit 1title Total 7,633units 52,769units 300,866units 80,906units 179,000units 473,000units Results Through 2Q 2titles Full Year Results 4titles
*Number of titles reflects products which begin sales in the period

FY Ending March 2013 Results Through 1Q 2title Forecasts Through 2Q 4titles Full Year Forecasts 8titles

20,005units 204,687units 1title 23,465units 1title 9,299units 4titles 3titles 82,474units 4titles 13,705units 11titles

41,523units 105,000units 336,000units 0 title 38,663units 0 title 720units 2title 1title 3titles

73,000units 133,000units 1title 1,000units 6titles 2titles 4,000units 13titles
“Pachislot CODE GEASS Lelouch of the Rebellion” (Sammy)

Major Titles // Pachislot Major Titles Pachislot
Brand Title
Pachislot Monster Hunter Pachislot CODE GEASS Lelouch of the Rebellion Pachislot THE iDOLMASTER LIVE in SLOT!

Units Sold
38,663 units 31,108 units 10,401 units

Installed from
Previous Fiscal Year May July

*Aggregated sales of “Pachislot Monster Hunter” since previous fiscal year :95,529 units -8-

“Pachislot THE iDOLMASTER LIVE in SLOT!” (Sammy)
©Toshiyuki Kubooka ©NAMCO BANDAI Games Inc. ©Sammy

© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Segment Results: Pachinko
Shipment Data: Pachinko Shipment Data: Pachinko
FY Ended March 2012 Pachinko Results Through 1Q 2titles 60,383units 2titles 22,011units 4titles Total 82,394units Frame+Board Board 58,327units 24,067units 181,589units 118,311units 63,278units 332,288units 158,266units 174,022units 23,764units 3,815units 19,949units 103,000units 39,450units 63,550units 450,000units 309,500units 140,500units Results Through 2Q 4titles 153,818units 3titles 27,771units 7titles Full Year Results 9titles 276,617units 5titles 55,671units 14titles
*Number of titles reflects products which begin sales in the period

FY Ending March 2013 Results Through 1Q 2titles 16,273units 3titles 7,491units 5titles Forecasts Through 2Q 3titles 50,000units 5titles 53,000units 8titles Full Year Forecasts 8titles 342,000units 7titles 108,000units 15titles

“Pachinko CR GAOGAOKING” Series (Sammy)
©Sammy

Major Titles // Pachinko Major Titles Pachinko
Brand Title Total Sales Installed From

Pachinko CR GAOGAOKING Series Dejiten CR Hokuto No Ken Toki CR Ryu ga Gotoku Kenzan! Series

9,884 units 6,364 units 3,516 units

June April May
“Dejiten CR Hokuto No Ken Toki” (Sammy)
©Buronson&Tetsuo Hara/NSP1983 ©NSP2007 ,Approved No.YKN-10 ©Sammy

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Segment Results : Amusement Machine Sales
(JPY Billion) FY Ended March 2012 Results Through 1Q Results Through 2Q Full Year Results Results Through 1Q FY Ending March 2013 YoY Change Forecasts Through 2Q Full Year Forecasts

Net Sales
Domestic Overseas

7.6 6.3 1.3 0.1 1.3% 1.8

19.3 17.1 2.2 1.5
7.8%

49.9 43.9 6.0 7.4
14.8%

8.3 6.8 1.5 0.2 2.4% 1.8

+9.2% +7.9% +15.4% +100.0% +1.1pt -

19.0 16.9 2.1 -0.7
-

40.5 35.1 5.4 1.3
3.2%

Operating Income
Operating Income Margin R&D Expense / Content Production Expense

4.3

9.3

4.4

8.3

Summary of Results Through 1Q

1st Half Forecasts
◆ Major titles to be sold in 2Q : “maimai” (July) “100&medal HYOZAAAN!!” (August) ◆ Continuous contribution of earnings due to utilization of revenue sharing model

◆ Sales and profit increased year-on-year ◆ There were no plans of selling mainstay titles in 1Q ◆ Solid distribution of earnings due to utilization of revenue sharing model

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Segment Results : Amusement Machine Sales
Major Titles
Title Sales Trading Card Game Medal Game Video Game 0.5 billion yen 0.5 billion yen 0.5 billion yen

WORLD CLUB Champion Football Series StarHorse3 Season I A NEW LEGEND BEGINS. BORDER BREAK Series

*Sales figures include consumable sales such as cards and sales of revenue sharing model machine according to utilization.

“WORLD CLUB Champion Football Series”
ⓒSEGA ⓒPanini S.p.A. All Rights Reserved The game is made by Sega in association with Panini.

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Segment Results : Amusement Center Operations
(JPY billion) FY Ended March 2012
Results Through 1Q Results Through 2Q Full Year Results Results Through 1Q

FY Ending March 2013
YoY Change Forecasts Through 2Q Full Year Forecasts

Net Sales Operating Income
Operating Income Margin
SEGA Same Store Sales Comparisons

Domestic Facilities
SEGA Opened Closed Total Opened Closed Total

Other

Overseas Facilities Cap-ex Depreciation

10.9 0.6 5.5% 102.5% 248facilities 2facilities 3facilities 205facilities 1facility 0facility 43facilities 3facilities 1.0 1.0

23.2 1.6 6.9% 101.2% 248facilities 2facilities 3facilities 205facilities 1facility 0facility 43facilities 3facilities 2.4 2.3

44.6 0.3 0.7% 100.5% 241facilities 3facilities 10facilities 199facilities 2facilities 2facilities 42facilities 3facilities 8.3 6.1

10.0 0.4 4.0% 94.6% 240facilities 1facility 2facilities 198facilities 0facility 0facility 42facilities 3facilities 2.0 0.9

-8.3% -33.3% -1.5pt +100.0% -10.0%

23.0 1.5 6.5% 98.8% 238facilities 2facilities 5facilities 196facilities 0facility 0facility 42facilities 3facilities 5.7 3.7

44.5 1.0 2.2% 99.0% 237facilities 6facilities 9facilities 196facilities 1facility 2facilities 41facilities 3facilities 9.7 6.8

Summary of Results Through 1Q

1st Half Forecasts

◆ Decreased sales and profits year-on-year ◆ SEGA domestic same-store sales
1Q Results 94.6% (April : 96.6%, May : 92.8%, June : 95.6%)

◆ Domestic same-store sales comparison: 1st half: 98.8% ◆ Domestic Facilities : End of 1st half 238 (Openings : 2, Closures : 5) ◆ Renewal opening of “Tokyo Joypolis” (July)

◆ Domestic Facilities : End of 1Q 240 (Openings : 1, Closures : 2)

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Segment Results : Amusement Center Operations
SEGA Domestic Facilities Same Store Sales Comps / Domestic Facilities Number Transition

120

(%)

(Facilities)

350
Domestic Facilities Number SEGA Domestic Facilities Same Store Sales Comparisons

110
103.7 103.0 100.9 99.1 100.8 248 248 24 7 100.3 98.8 98.6 99.2 96.2

111.1

300

100

96.6 95.6 92.8 96.2 241 240

250

90

80
Ap r Ma y Ju n Ju l Au g Se p Oct No v De c Ja n Feb Ma r Ap r Ma y Ju n

200
FY Ended March 2012 Results
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FY Ending March 2013 1Q Results
© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Segment Results : Consumer Business
Structural Reform of SEGA CORPORATION’s Consumer Business Reduced selling, general and administrative expenses by streamlining organizations and building a structure that can create stable earnings
Streamlined organizations in the U.S. and European markets ⇒ Close bases in France, Germany, Spain, Australia and Benelux ⇒ Employed Koch Media, Level03 and 5 Star as external distributors ⇒ Employees in the U.S. and Europe from 345 (end of March 2012) to 215 (end of July 2012) Reduce sales titles to strong IPs expected to post solid earnings in the packaged games sales field ⇒ Focus on mainstay IPs such as Sonic the Hedgehog, Total War, Football Manager and Aliens ⇒ Number of titles launched: 45 titles in previous fiscal year → 24 titles planned for this fiscal year ⇒ Packaged games unit sales: 17.24 million units in previous fiscal year → 8.94 million units planned for this fiscal year

◆ Streamlined organizations

◆ Reduction of number of titles

*Expenses concerning structural reform (streamline organizations, loss from the suspension of the development of some products, reserve allowance for expenses among inventories and booking impairment loss on work in progress assets) posted entirely in previous fiscal year (extraordinary loss of 6.6 billion yen; costs of 4.9 billion yen)

Launch of SEGA Networks, Ltd.
Company split of main functions of network business operated by SEGA and transfer such to newly established SEGA Networks, Ltd. (as of July 2nd 2012) ◆ Launch of SEGA Networks, Ltd. ⇒Seek to maximize earnings from network business by speeding up management decision making and providing services that cater to diversifying needs of customers

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Segment Results : Consumer Business
(JPY billion) FY Ended March 2012 Results Results Full Year Through 1Q Through 2Q Results Results Through 1Q FY Ending March 2013 Forecasts YoY Change Through 2Q Full Year Forecasts

Net Sales Packaged Games Digital Games Toy Animation Others / Elimination Operating Income Operating Income Margin Units Sales (Thousands)
R&D / Content Production Expense

16.0 12.0 1.9 2.2 -0.1 -3.8 2,330 5.9 1.7 0.8

33.4 24.4 4.5 4.6 -0.1 -6.0 4,840 8.4 3.6 1.7

85.6 66.4 8.9 10.4 -0.1 -15.1 17,240 29.3 10.7 4.0

Cap-ex Depreciation

14.9 6.7 5.1 1.4 1.7 0.0 -1.5 1,340 2.9 2.5 1.0

-6.9% -26.3% -22.7% -42.5% -50.8% +47.1% +25.0%

31.0 9.8 12.9 4.0 4.1 0.2 -6.0 1,770 6.5 5.8 2.9

85.0 32.2 32.2 9.4 10.8 0.4 0.5 0.6% 8,940 16.9 9.6 6.5

Summary of Results Through 1Q
Overall Packaged Games
◆ Year-on-year sales decreased and loss reduced ◆ As a result of the impact of reducing number of titles as a measure of structural reform in the U.S. and Europe, packaged games sales will perform at a lower level year-on-year ◆ Full-scale digital content development ⇒ “Kingdom Conquest”: Achieved 3 million downloads ⇒ Launched free download (charging for specific items) title “SAMURAI & DRAGONS” service for the PSVita ⇒ Introduction of several new titles such as “Sakatsuku Social World Stars” and “Miku Flick” ◆ Solid pay-per-use service in pachinko/pachislot game sites for mobile phones/PCs ◆ Solid sales of mainstay products such as “Anpanman Words Book” ◆ Solid sales in television program

1st Half Forecasts
◆ Forecasting improvement in earnings through reduction of operating expenses ◆ Planned introduction of major titles in 2nd half ◆ Mainstay packaged games to be sold in 2Q: Domestic: “HATSUNE MIKU -Project DIVA- f” (August)

Digital Games

◆ Strong in service of mainstay title of this period “Phantasy Star Online 2” ◆ Reinforced pachinko/pachislot game sites for smartphones (began iOS compatibility in 1st half)

Toy

◆ Focus on expanding sales of domestic mainstay products such as “Anpanman Words Book DX” and “Jewel Pod Diamond” ◆ Solid distribution of earnings from the movie “DETECTIVE CONAN: The Eleventh Striker”

Animation

◆ Good reviews for the new TV series of Lupin the Third “LUPIN THE 3RD -The Woman Called Fujiko Mine-”

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Segment Results : Consumer Business
Sales Results / Packaged Games
FY Ended March 2012
Results Through 1Q Results Through 2Q Unit Sales (Thousands) Full Year Results Unit Sales (Thousands) Results Through 1Q Unit Sales (Thousands)

*Number of titles reflects products which begin sales in the period (Number of titles by platform is based on SKU)

FY Ending March2013
Forecasts Through 2Q Unit Sales (Thousands) Full Year Forecasts Unit Sales (Thousands)

Breakdown by Region
SKU

Unit Sales (Thousands)

SKU

SKU

SKU

SKU

SKU

Japan / Other US Europe Total

2 (3) 3 (8) 4 (10) 9 (21)

600 700 1,020 2,330

5 (6) 5 (14) 6 (16) 16 (36)

1,060 1,650 2,120 4,840

16 (24) 14 (29) 15 (33) 45 (86)

2,800 6,140 8,290 17,240

5 (6) 1 (3) 1 (3) 7 (12)

230 400 700 1,340

6 (7) 2 (3) 1 (3) 9 (13)

580 410 770 1,770

11 (13) 7 (13) 6 (14) 24 (40)

2,060 2,850 4,020 8,940

FY Ended March 2012
Results Through 1Q Results Through 2Q Unit Sales (Thousands) Full Year Results Unit Sales (Thousands) Results Through 1Q Unit Sales (Thousands)

FY Ending March2013
Forecasts Through 2Q Unit Sales (Thousands) Full Year Forecasts Unit Sales (Thousands)

Breakdown by Platform
SKU

Unit Sales (Thousands)

SKU

SKU

SKU

SKU

SKU

PS3 Wii Xbox360 NDS 3DS PSP PSV PC Catalogue Total

7 6 5 2 0 0
-

910 300 290 80 0 0
-

8 8 10 6 2 1 1 36

1,120 390 680 290 30 200 20 2,090 4,840

19 11 16 7 18 7 3 5 86

2,450 3,050 1,540 370 1,790 1,110 150 950 5,800 17,240
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5 0 3 0 0 0 2 2 12

320 0 210 0 0 0 10 30 750 1,340

5 0 3 0 1 0 3 1 13

380 0 210 0 20 0 260 70 810 1,770

12 0 7 0 3 2 8 8 40

2,430 0 1,540 0 380 250 600 1,560 2,180 8,940

1 21

0 730 2,330

© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Segment Results : Consumer Business
Major Titles / Packaged Games
Sales Results (thousand units)
510

Title (Region)
London 2012: The Official Video Game of the Olympic Games (Europe / US)

Platform
PS3, Xbox360, PC

Sold From
June

”London 2012: The Official Video Game of the Olympic Games”
TM IOC/USOC 36USC220506. Copyright © 2012 International Olympic Committee ("IOC"). All rights reserved. This video game is the property of the IOC and may not be copied, republished, stored in a retrieval system or otherwise reproduced or transmitted, in whole or in part, in any form or by any means whatsoever without the prior written consent of the IOC.

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Segment Results : Consumer Business
Major Titles / Digital Games
Titles Platform iOS, Android PSV iOS DeNA Time of release and service starts Two fiscal periods ago Download:Previous Fiscal Year Package:May Previous Fiscal Year June

Kingdom Conquest SAMURAI&DRAGONS Miku Flick Sakatsuku Social World Stars
*“SAMURAI & DRAGONS” offer packaged sales that also include paid items

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Appendix

© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Pachinko / Pachislot Market Data
◆ Pachislot Installed Base / Unit Sales / Market Scale
2006
Number of Pachislot Machines installed (Units) Number of Pachislot Machines sold annually (Units) Pachislot Machine Market Size (JPY Million) 2,003,482 1,647,759 490,959

2007
1,635,860 1,744,308 502,501

2008
1,448,773 913,094 247,860

2009
1,347,176 766,094 225,860

2010
1,390,492 979,794 286,700

2011
1,474,838 1,271,924 376,901

◆ Pachinko Installed Base / Unit Sales / Market Scale
2006
Number of Pachinko Machines installed (Units) Number of Pachinko Machines sold annually (Units) Pachinko Machine Market Size (JPY Million) 2,932,952 3,837,960 898,646

2007
2,954,386 3,173,725 868,623

2008
3,076,421 3,339,146 921,338

2009
3,158,799 3,332,984 985,227

2010
3,163,650 2,900,286 886,914

2011
3,107,688 2,607,560 825,476

◆ Pachinko Pachislot Market Installed Base / Unit Sales / Market Scale
2006
Number of Machines installed (Units) Number of Machines sold annually (Units) Total Machine Market Size (JPY Million) 4,936,434 5,485,719 1,389,605

2007
4,590,246 4,918,033 1,371,124

2008
4,525,194 4,252,240 1,169,198

2009
4,505,975 4,099,078 1,211,087

2010
4,554,142 3,880,080 1,173,614

2011
4,582,526 3,879,484 1,202,377

2006
Total Number of Pachinko Halls Number of Halls with pachinko and pachislot machines installed Number of Halls with only pachislot machines installed 14,674 12,588 2,086

2007
13,585 12,039 1,546

2008
12,937 11,800 1,137

2009
12,652 11,722 930

2010
12,479 11,576 903

2011
12,323 11,392 931

*Number of pachinko halls with pachinko machines installed includes halls that combine installations of pachinko machines, pachislot machines.
Source: National Police Agency, Yano Research Institute Ltd., Japan Productivity Center for Socio-Economic Development.

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Pachislot / Pachinko Sales Share

◆ Share of Annual Pachislot Machine Sales
2008
Rank Manufacturer Units Sold Share Manufacturer

2009
Units Sold Share Manufacturer

2010
Units Sold Share Manufacturer

2011
Units Sold Share

1 2 3 4 5

Y Company S Company Sammy H Company K Company

172,000 133,714 123,286 68,000 59,000

18.8%

Sammy

162,932 104,266 100,000 73,000 60,000

21.3%

Sammy

302,270 117,000 116,424 111,000 103,000

30.9%

Sammy

300,866 200,000 196,000 179,000 96,158

23.7% 15.7% 15.4% 14.1% 7.6%

14.6% S Company 13.5% U Company 7.4% Y Company 6.5% K Company

13.6% D Company 13.1% S Company 9.5% H Company 7.8% U Company

11.9% D Company 11.9% Y Company 11.3% U Company 10.5% S Company

◆ Share of Annual Pachinko Machine Sales
2008
Rank Manufacturer Units Sold Share Manufacturer

2009
Units Sold Share Manufacturer

2010
Units Sold Share Manufacturer

2011
Units Sold Share

1 2 3 4 5

S Company S Company Sammy N Company K Company

810,000 451,941 391,831 349,000 340,000

24.3% S Company 13.5% S Company 11.7% K Company 10.5% N Company 10.2% Sammy

600,000 572,464 426,000 395,000 360,171

18.0% S Company 17.2% S Company 12.8% Sammy

653,000 424,533 343,188 322,000 296,000

22.5% K Company 14.6% S Company 11.8% Sammy

485,000 360,805 332,288 332,000 255,000

18.6% 13.8% 12.7% 12.7% 9.8%

11.9% K Company 10.8% N Company

11.1% S Company 10.2% N Company

Source: Yano Research Institute Ltd. *Estimated by Yano Research Institute Ltd. with fiscal years from July of each year through June the following year as criteria

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Amusement / Game Market Data
◆ Amusement Machine and Amusement Center Operations Markets Scale
2006 Amusement Machines Net Sales Amusement Facilities Operations Net Sales Market Size of Amusement
223.3 702.8 926.2
(JPY billion)

2007
219.0 678.0 897.0

2008
196.1 573.1 769.2

2009
169.6 504.2 673.8

2010
173.1 495.7 668.8

2011
-

2006 Number of Amusement Facilities (Facilities) Number of Amusement Machine units installed (Units) Number of Amusement Machine units installed per center (Units)
9,091 460,031 50.6

2007
8,652 474,808 54.9

2008
8,137 486,582 59.8

2009
7,662 484,804 63.3

2010
7,137 473,601 66.4

2011
6,648 461,465 69.4

Source: JAIA, National Police Agency

◆ Home Video Game Market Scale
2006 Software shipment Hardware shipment Total Home Video Game Market Scale
674.1 958.1 1,632.2

(JPY billion)

2007
848.6 2,087.7 2,936.3

2008
1,024.3 1,908.3 2,932.6

2009
758.6 1,490.8 2,249.4

2010
670.5 1,126.9 1,797.4 -

2011
-

Source: 2011CESA Games White Paper

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

Past Operating Results
From FY Ended March 2009 to FY Ending March 2013
*Number of titles reflects products which begin sales in the period (Numbers shown in parentheses are based on SKU) * The data in this page can be downloaded from following URL. (http://www.segasammy.co.jp/english/ir/library/pdf/settlement/2013/e_201303_1qtransition.xls)
(JPY billion)

FY Ended March 2009 Full Year Results Net S ales 429.1 161.6 61.9 71.3 131.3 2.9 Operating Income 8.3 14.5 6.8 -7.5 -0.9 0.3 -4.9
Operating Margin

FY Ended March 2010 Full Year Results 384.6 160.3 45.1 54.7 121.5 2.8 36.7 29.5 7.0 -1.3 6.3 0.3 -5.2 9.5% 35.9 9.3% 20.2 5.3% 41.5 16.1 17.1 20.7 12 titles 162,932 units 13 titles 360,171 units 91.7% 260 facilities 66 (105) 26,750

FY Ended March 2011 Results Through 2Q 217.8 134.2 19.6 23.6 38.7 1.5 46.8 47.6 1.9 1.1 -1.3 0.1 -2.7 21.5% 46.0 21.1% 24.3 11.2% 18.6 6.5 7.3 7.3 4 titles 201,402 units 8 titles 198,230 units 99.9% 252 facilities 20 (33) 6,600 Full Year Results 396.7 212.0 47.2 45.6 88.8 2.8 68.7 64.2 7.3 0.3 1.9 0.0 -5.1 17.3% 68.1 17.2% 41.5 10.5% 41.1 19.6 15.9 15.1 10 titles 302,270 units 12 titles 343,188 units 99.3% 249 facilities 51 (71) 18,710 Results Through 1Q 65.3 29.9 7.6 10.9 16.0 0.7 2.9 7.1 0.1 0.6 -3.8 0.0 -1.1 4.4% 3.2 4.9% -2.2 11.0 4.4 2.9 3.1 1 title 7,633 units 4 titles 82,394 units 102.5% 248 facilities 9 (21) 2,330

FY Ended March 2012 Results Through 2Q 152.6 74.8 19.3 23.2 33.4 1.6 15.1 20.6 1.5 1.6 -6.0 0.2 -2.9 9.9% 14.7 9.6% 3.9 2.6% 19.7 9.4 6.4 7.6 4 titles 52,769 units 7 titles 181,589 units 101.2% 248 facilities 16 (36) 4,840 Results Through 3Q 311.6 177.5 34.0 33.9 63.5 2.4 64.3 67.4 5.0 1.2 -5.5 0.2 -4.2 20.6% 63.4 20.3% 34.3 11.0% 31.5 27.8 10.7 12.5 7 titles 228,646 units 11 titles 287,722 units 100.5% 247 facilities 32 (66) 12,600 Full Year Results 395.5 212.1 49.9 44.6 85.6 3.0 58.3 71.0 7.4 0.3 -15.1 0.2 -5.4 14.7% 58.1 14.7% 21.8 5.5% 53.3 36.1 16.1 17.2 11 titles 300,866 units 14 titles 332,288 units 100.5% 241 facilities 45 (86) 17,240

FY Ending March 2013 Results Through 1Q 69.9 33.7 8.3 10.0 14.9 2.8 5.4 7.8 0.2 0.4 -1.5 -0.1 -1.3 7.7% 4.6 6.6% 2.5 3.6% 9.2 11.1 3.2 2.2 2 titles 80,906 units 5 titles 23,764 units 94.6% 240 facilities 7 (12) 1,340

Pachislot and Pachinko Machines Breakdown Breakdown Amusement Machines Sales Amusement Center Operations Consumer Business Other

Pachislot and Pachinko Machines Amusement Machines Sales Amusement Center Operations Consumer Business Other Eliminations

1.9% 6.6 1.5% -22.8 59.6 26.6 26.6 20.7 19 titles 123,286 units 12 titles 391,831 units 92.4% 322 facilities 78 ( 122) 29,470

Ordinary Income
Ordinary Income Margin

Net Income
Net Income Margin

R&D expense / content production expense Cap-ex Depreciation Advertising
# of pachislot titles Unit sales # of pachinko titles Unit sales SEGA Same Store Sales Comparisons Domestic Facilities # of game software titles Sales (T housand units)

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© SEGA SAMMY HOLDINGS INC. All Rights Reserved.

http://www.segasammy.com/

[Disclaimer]
The contents in this material and comments made during the questions and answers etc. of this briefing session are the judgment and forecasts of the Company’s management based on the currently available information. These contents involve risk and uncertainty, and the actual results may differ materially from these contents/comments.

Please visit below websites for products and service information. http://sega.jp/ (SEGA) http://www.sammy.co.jp/ (Sammy) * Company / product names in this document are trademarks or registered trademarks of the respective companies.

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