David M. Rosen

Co-founded Sega Enterprises Ltd. (1965): Following discussions with the principals of Nihon Goraku Bussan, the two companies merged in 1965. "We decided to merge, and in trying to establish the name of the company, we decided Sega was the best known name, and we took Enterprises from Rosen Enterprises. So our new company became known as Sega Enterprises Ltd," Rosen explained.
Co-founded the Japan Amusement Association (1967): Rosen co-founded the Japan Amusement Association in 1967 and was elected as its Chairman.
Introduced 25¢ arcade play in the U.S.: The success of Periscope led to the introduction of 25¢ play in the United States, fundamentally changing the economics of the arcade industry.
AAMA Hall of Fame inductee: Rosen's prominence in the coin machine industry earned him a place in the AAMA's Hall of Fame. He was also once celebrated by that association's Charitable Foundation at their Man of the Year dinner in Las Vegas.
Pioneered coin-op imports to Japan: In 1957, Rosen Enterprises pioneered the importation and operation of American coin-op amusement machines to Japan to meet the growing leisure market.
Photorama photo booths: Rosen introduced "Photorama" photo studios — instant photo booths known as "nifun shashin" (two-minute photo) in Japanese — which gained rapid popularity, boasting over 100 installations across Japan within a year.

Experts like Sega Mega Drive Collected Works author Keith Stuart have noted how Rosen was skilled at identifying and recruiting business visionaries with an eye for the future of game development. Under his watch, Sega expanded as a manufacturer and distributor of arcade games.
Rosen also had a keen eye for talent, identifying figures like Hayao Nakayama, who would later play a pivotal role in Sega's international success.
He laid the foundation for Sega's breakthrough in living rooms with the Master System, and in 1988 the Mega Drive (Genesis in the US) followed, becoming a global success.
His campaign for 25¢ coin-op play standardized pricing across the entire American arcade industry for decades.

Rosen served in the United States Air Force from 1948 to 1952, stationed primarily in Japan and the Far East during the Korean War — an experience that shaped his lifelong connection to Japan and ultimately led to the founding of Sega.
The name SEGA originates from SErvice GAmes Japan — the brand name used by Nihon Goraku Bussan for their jukeboxes and slot machines located on U.S. military bases.
In 1981, Rosen gave a notable talk at the pre-AMOA show in Chicago titled "Video Games and the Role of Electronic Entertainment in Society," in which he argued for the unique value of video games as interactive media — remarkably forward-thinking for the time.
His funeral was held on January 2, 2026, at Inglewood Park Cemetery in Los Angeles.