Sega‘s arcades in Japan may no longer be owned by Sega, though the iconic fixtures will still retain their branding.

Famitsu reported that Sega is selling off its subsidiary, Sega Entertainment, with the company owning Sega’s arcade operations in Japan. The subsidiary is now owned by Genda, who specialize in crane games.

However, another interview with Famitsu confirms the buildings won’t be going anywhere, as Sega Samy Holdings PR department says the branding of the arcades will be maintained.

“The existing store names will be inherited even after the transfer of shares. The store will be operated under the new management, but we would like to ask our customers for their continued patronage”, they said. 

Due to this year’s COVID-19 pandemic, Sega Entertainment has been facing financial difficulties. After all, no one can go to the arcade when they’re stuck at home. Instead, the company transferred majority shares in Sega Entertainment to Genda, who are looking to expand their operations.

While it’s certainly sad that Sega had to let go of their arcade arm, it’s good to know that the red buildings will still continue to confuse tourists who didn’t realize there were multiple of them in Akihabara, promising to meet “at the Sega building” at a certain time.