SIMS Co., Ltd. was established as a joint venture between Sega and Sanritsu Denki. The company developed numerous titles for Sega platforms, including the Master System, Game Gear, and Genesis. Many of its early staff and games transitioned from Sanritsu Denki.
During its initial years of operation, the developer focused heavily on action, sports, and licensed adaptation titles. Among its earliest projects was the scrolling shooter
Bomber Raid (1989), which helped establish the team's capabilities in arcade-style action. The company quickly branched into sports software, producing the boxing simulation
James Buster Douglas Knockout Boxing (1990) and a portable remake of the classic arcade title
Heavyweight Champ (1991).
In addition to sports, the studio became a frequent collaborator on high-profile intellectual properties. It developed the miniature golf game
Putt & Putter (1991) alongside major media tie-ins, including the platformer
Tom And Jerry The Movie (1991) and the beat-'em-up
Mighty Morphin Power Rangers the Movie (1991). These releases demonstrated the developer's versatility in adapting diverse Western media properties for interactive formats. Over the decade, the studio maintained a steady output of genre-spanning releases, solidifying its reputation as a reliable contractor capable of handling both original concepts and major international licenses.