SEGA AMUSEMENTS INTERNATIONAL STRENGTHENS EXECUTIVE TEAM

SEGA Amusements International Ltd, a global leader in the development, production, and distribution of amusement arcade games, has announced several senior leadership promotions, effective 1st October 2025, that strengthen the company’s commitment to innovation, growth, and customer excellence.

Siraj Elkhawad has been appointed as Chief Executive Officer (CEO). With over 27 years of experience in the amusement industry, he brings a wealth of knowledge, expertise, and strong leadership. Coming from a finance background, Siraj has been instrumental in ensuring the company operates from a position of financial strength. Commenting on his new role, Siraj Elkhawad said, “My focus will be on building on our strong financial foundations to drive growth, expand our global reach, and deliver truly world-class experiences that inspire and delight players everywhere. Together with our talented team, I believe the future holds enormous potential for both our customers and the wider amusement industry.”

Justin Burke has been promoted to Chief Operating Officer (COO). A proud third-generation professional in the amusements industry, Justin began his time at Sega in 1996 and has a strong sales and operations background. Having successfully led the company’s global sales team to significant growth, he has a proven track record in driving commercial success; his deep understanding of the industry positions him perfectly to continue that sales trajectory whilst working with internal product teams and third-party suppliers to bring new products to market to support our sales efforts and continue driving growth across all markets. Justin added, “I am excited to continue my journey at Sega in this new role and help the company deliver on its strategic objectives”.

Nigel Allison has been promoted to Manufacturing and R&D Director. Over a 24-year career at SEGA, Nigel has overseen product development and manufacturing. He was instrumental in strengthening the company’s in-house production and reducing reliance on Japanese manufacturing. His expertise in innovation and product design will be key to advancing SEGA Amusements’ reputation for producing exciting, high-performing, and reliable arcade games that set new industry standards.

These leadership changes reflect SEGA Amusements International’s ongoing commitment to growth, innovation, and delivering unparalleled value to its customers worldwide. Each leader brings a wealth of experience, passion, and vision to their role, positioning SEGA Amusements International for a strong and successful future.

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2 October 2025

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