Sega arcades in Japan to be rebranded as GiGo

Genda Sega Entertainment announced that it’s changing its name to Genda GiGo Entertainment and would replace the Sega name from its arcades with GiGO, an acronym for Get into the Gaming Oasis!

The first arcades to be renamed will be those in Ikebukuro, Akihabara, and Shinjuku neighborhoods in Tokyo, followed by those in the rest of the country.

At the start of last year, Sega Sammy Holdings sold off over 85 percent of the stock for Sega Entertainment, the subsidiary in charge of managing the company’s arcades, to Tokyo-based amusement management company Genda.

The new owners/operators of the nearly 200 Sega arcades in Japan decided to retain the name that carries a lot of goodwill with gamers.

Last January, Genda renamed the company from Sega Entertainment to Genda Sega Entertainment.

GiGO was one of Sega’s arcades sub-brands, including the now-closed game centers in Akihabara and Osaka’s Shinsaibashi district.

Sega’s Ikebukuro arcade used the GiGO name up until its closing last September.

Grenada said they thank Sega for its 56 years of history in the arcade industry, and hope to quench people’s thirst for real entertainment.