Having just acquired a 22.4% share in Sega, Sammy were quick to urge the publisher to change direction; urging them to focus on their 'more profitable' arcade business rather than 'loss making' home console titles. Not something which is likely to endear Sammy's CEO Hajime Satomi to Sega's huge fan base.

Satomi-san also urged to make use of Sammy's Atomiswave arcade systems, which he believes could prove lucrative for both companies, and improve Sega's already healthy arcade profit margins. Sega's arcade division made a 5.6 billion yen profit, against a 2.5 billion yen loss in the console title division.

Sammy's new acquisition now makes the company the largest shareholder in Sega, and they clearly feel they know the direction in which Sega should be heading to return to strength; a fact underlined by this less-than-subtle advice. Thanks to Eurogamer.net.

By Luke Guttridge