Hitmaker

Under the leadership of Hisao Oguchi, the studio utilized Sega's NAOMI arcade hardware to bridge the gap between arcade centers and home consoles. Crazy Taxi (2000) and Crazy Taxi 2 (2001) pioneered open-world driving mechanics, utilizing innovative arrow navigation and real-world product placement alongside a punk rock soundtrack. The success of the original game led to its inclusion in the Crazy Taxi [Sega All Stars] (2000) budget line, proving its enduring popularity.

In the sports genre, Virtua Tennis (2000) redefined digital tennis by focusing on simple two-button controls and deep tactical positioning, accompanied by creative training minigames. This arcade-first philosophy also shaped Virtua Athlete 2K (2000), which streamlined track-and-field events for quick, competitive multiplayer sessions. Transitioning to handheld hardware, the studio collaborated with developer Treasure to create Astro Boy: Omega Factor (2004) for the Game Boy Advance, a critically acclaimed beat-’em-up that celebrated the entire Osamu Tezuka universe. Hitmaker was officially reintegrated into Sega's core operations in 2004, concluding its era as an independent subsidiary.