Sammy largely left the video game industry by the late 1990s to focus on its pachinko and arcade management operations.

In 1990, Sammy Industry created a video game software and marketing division called Japan Soft Technology Co., Ltd. located in Nagoya City.

Within this year, Sammy Industry created another gaming subsidiary called Nippon eicom Co., Ltd., established in Itabashi-ku, Tokyo.

Sammy Industry formed a subsidiary called MAXBET Co., Ltd., established in Meguro-ku, Tokyo.

Within this year, Sammy Corporation launched Ultra Seven, the first pachinko machine to utilize characters.

In 1998, Sammy Corporation created a Corporate-owned building which was used as a logistics centre in Sapporo city, Hokkaido in order to increase their market and distribution share.

Sammy Corporation created a subsidiary called Sammy Amusement Service Co., Ltd., which was established in Toshima-ku, Tokyo, Japan & Hanwha Dongil Building, Myeongdong, Seoul, South Korea to increase sales for arcade game machines.

During this time, it also launched the Ultra Man Club 3, a pachislot machine with CT functions.

Within this year, a subsidiary called Underground Liberation Force Inc., was established in Shibuya-ku, Tokyo as a means for Sammy Corporation to enter into the music industry.

In 2000, Sammy Corporation opened nine sales offices around Japan in order to increase the market share of pachinko and pachislot machines.

Since then, Sega and Sammy became subsidiaries of the aforementioned holding company, with both operating independently, while the executive departments merged.

Sammy handed its video game and arcade business to Sega to focus on pachinkos and pachislots only.