Segasa

Segasa, formally known as Sega S.A. (Service Games Sociedad Anónima), was founded in Madrid in 1968 by affiliates of Sega Enterprises, including co-founder Martin Bromley. Under Francisco Franco’s restrictive gambling laws, it filled an early niche in Spain’s amusement market by producing pinball machines and importing licensed games from the United States. By the early 1970s, Segasa moved its operations to a larger factory in Parla, near Madrid, and began branding its domestic pinball tables under the name “SONIC,” distinguishing its European-made machines from Sega’s own international releases. The firm secured deals with American and Japanese manufacturers to legally distribute popular titles in Spain, demonstrating a business strategy focused on licensing and authorized production rather than unlicensed bootlegs.

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Segasa’s most notable pinball machines, produced under the SONIC label, included Faces (1976), Mars Trek (1977), and Prospector (1977), all of which resonated with European players for their inventive artwork and recognizable themes. The company also developed an early Star Wars pinball game in 1987, several years before any officially licensed U.S. version appeared. However, as video arcade games gained dominance in the 1980s, Segasa shifted its core business to arcade cabinet manufacturing. One innovation was the “Video Sonic” system, a modular cabinet designed to accommodate multiple game boards without replacing the entire unit. This approach allowed operators to keep pace with changing arcade trends while managing costs.

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Despite these efforts, domestic Spanish game production waned in the early 1990s, prompting Segasa to focus on importing and adapting foreign titles. After nearly four decades, the company underwent a management buyout in 1994, then gradually wound down its manufacturing operations before dissolving in 2006. Although no longer active, Segasa remains an important part of Spain’s pinball heritage, having contributed original games, innovations, and a formalized approach to licensing that helped shape the country’s amusement industry during a pivotal era.