The mention of Sega is likely to spark off memories of playing Sonic the Hedgehog on the Megadrive for many.
But those glory days are long behind a company that abandoned its console hopes in 2001, after disappointing sales of its Dreamcast machine.
Instead Sega is trying to reinvent itself as a software powerhouse, building on its iconic games and expanding its range of titles.
At last week's E3 games expo in Los Angeles, the company showcased the games it hopes will fuel its resurgence.
On its stand the latest versions of Sonic the Hedgehog and Virtua Tennis rubbed shoulders with new games like The Club and Chromehounds.
"We need our key heritage brands like Sonic, like Virtua Tennis," said Sega UK managing director Alan Pritchard.
"But we also need to bring new IP [intellectual property], new creativity, different types of gaming experiences, to the marketplace," he told the BBC News website.
Foot in the door
Sega has ambitious plans to become one of the top five games publishers, rivalling the like of Activision, Ubisoft and THQ.