Sega’s first foray into the pinball industry came in the early 1970s. However, this entry was short-lived as the gaming giant only lasted for about seven years.
Sega would eventually return to manufacture pinball machines yet again in 1994. It bought out Data East’s pinball division at the time. This acquisition came at a time when pinball was in the twilight of its prime. In turn, Sega had to do whatever it could to boost interest in its product.
The company’s strategy was to leverage the popularity of certain movies, games, and TV shows by using them as themes for their pinball machines.
The Sega pinball division lasted only five years, from 1994 to 1999. With the turn of the millennium, company president Gary Stern decided to purchase the pinball division and launch STERN Pinball Inc. This enterprise still exists and is going strong today.