Series introduced by AM3 include Virtual On, Sega Rally, Crazy Taxi, and Virtua Tennis.

The company expanded its development into Dreamcast games and ports, but saw a reduced amount of success in compared to previous years.

Hitmaker was one of the few profitable studios for Sega, which gave Oguchi the opportunity to expand beyond videogames and invest into the darts business.

Owing to his work on medal and card related arcade games, Oguchi was promoted within Sega.

Hisao Oguchi joined Sega in 1984, when there was only one research and development division for arcade and video games.

[5] Over the next four years, AM3 continued to develop new games, such as Sega Rally Championship, Gunblade NY, Manx TT Super Bike, Virtual On: Cyber Troopers, Last Bronx, and Top Skater.

Next Generation praised Last Bronx though comparing it to Virtua Fighter 3, stating it showed how AM3 had a "refusal to take a back seat to AM2 or any other R&D department".

[1] In 1999, AM3 released Top Skater developer Kenji Kanno's Crazy Taxi for the NAOMI system board.

[10] It quickly became a staple game at a number of arcades and received a Dreamcast port, with more than one million copies sold.

[11] Derby Owners Club proved to be highly influential as an arcade game with physical card features.

[12] Sega restructured its arcade and console development teams into nine semi-autonomous studios headed by the company's top designers in 2000.

[19] Oguchi was promoted in 2003 alongside Yuji Naka and Toshihiro Nagoshi, based on the success of arcade games that used cards.

[22] Virtua Tennis producer Mie Kumagai replaced Oguchi as president of Hitmaker, becoming Sega's first female studio head.

[26] According to IGN's Travis Fahs, AM3 was one of Sega's top arcade studios but received little recognition in comparison to AM2.

The first game AM Annex began to develop was Sega Touring Car Championship on the Model 2 arcade board.