The formation of SEUI is part of SEGA Corporation's strategic plan to expand its business in the United States.
To lead the new venture, SEUI appointed former Coca-Cola veteran and food and beverage executive, Ben Kitay to be its president and COO.
SEUI also has the added advantage of tapping SEGA's manufacturing expertise -- all to deliver consumers an unparalleled entertainment experience," said Kitay.
Takashi Uchijima has been named senior vice president, strategic planning, SEUI, and was most recently general manager of Joypolis, Tokyo.
SEUI has retained the majority of GameWorks' regional staff.