Japanese publisher (and House of Sonic) Sega Sammy posted a ¥10.5 billion (approx. US $96 million) net loss for the first quarter of Fiscal 2009 – that's double the losses from a year earlier -- and sales of ¥74.6b, a 22% decline. Despite all this, the publisher managed to beat expectations and subsequently shares were up 13% to ¥1,201 per share, the sharpest increase since its listing as a holding company on the Tokyo Stock Exchange in October 2004, according to Bloomberg.

The pachinko and arcade divisions, as well as the global and Japanese economy, were cited as reasons for the losses. Particularly, the pachinko business saw around US$40 million in losses. The games division increased sales to ¥30.5 billion, reducing the operating loss to ¥4.12b. Overall unit sales were around 6.89 million (3.16m in US, 2.89m in Europe and 830k in Japan), with Mario and Sonic at the Olympics noted as having so far shipped 7 million units worldwide.

Hard times have fallen on publisher Sega Sammy, who has announced the closing of a subsidiary office based in Korea, as part of a "global business optimization" in the wake of massive financial losses.

The "global business optimization" will also affect Sega Sammy in Japan, where plans for a $330m arcade in Yokohama have been canceled, after an initial $227m investment in the purchase of land. At fault is the coin-operated amusement side of the company's business, which is suffering in Japan at the hands of the home console market. At least Sega Sammy continues to hold its head up high, denying any potential for buy-out.

Apparently, one merger per decade is enough for Sega. Despite falling on some tough financial times recently, Sega has declared that it is decidedly not interested in getting bailed out by some generous big-time buyout (not that anyone else was necessarily interested, mind you).

In an interview with Reuters, Sega Sammy CEO Simon Jeffrey said his company isn't eager to ride the industry's recent wave of consolidation. "That's not an area we want to play in right now," he said. "We have no interest in being acquired, we are very happy with our position right now."

Buoyed by extremely strong sales of Mario & Sonic at the Olympic Games, Jeffrey seems perfectly content with his company's current sixth-place position in the game publisher rankings. "There is plenty of room for smaller companies to be successful and profitable in this business," he said. "You don't have to be number one or number two. You can be number six very happily," Jeffrey said. Chant along with us everybody: We're number six! We're number six!

Life comes at you fast if you're Sega Sammy. Just a couple of years after increased profits had the company rolling in money, the company today announced that it plans to lose a whopping 26 billion yen (approx. $230 million) this fiscal year. Compared to the previous projection of a billion yen profit for the year, the turnaround comes as a bit of a shock.

The main culprit behind the downturn seems to be the pachinko side of the business, which saw a predicted 85 percent fall in profits, and arcade sales, which switched from a slight profit last year to a 11.4 billion yen loss this year (damn that popular Wii).

To staunch the bleeding, the company will be offering early retirement to 400 employees and closing 110 unprofitable amusement parks and arcades around Japan. Hard to believe the previous incarnation of this company once held the lion's share of the home video game market.