Sun Amusement Co. Ltd. is one of the Playmore Corporation group companies. Established in July 2000, the company's main business activities include operating amusement facilities, selling and supporting medals and slot machines, and developing games and prize machines. Its capital is 10 million yen, and its head office is located in Itami City, Hyōgo Prefecture, Japan.
In October 2002, Sun Amusement absorbed BrezzaSoft into its operations, comprising former SNK staff and programmers.
As of June 2, 2003, the company decided to change its former name, Sun Amusement Co. Ltd., to SNK NEOGEO Corporation. At that time, the current representative director and president of the company was appointed, succeeding Mikiko Keisuke. Although the new president confessed to being 'not very well-educated', the new president pledged to inherit the previous president's policies and to excel in developing the company's business, thus seeking continued guidance and support.
Playmore is a company established on August 1, 2001, to take over the copyrights owned by SNK Corporation, which had filed for civil rehabilitation proceedings. After SNK went bankrupt at the end of October 30, 2001, the surviving companies bearing the name "SNK" were Playmore's affiliated companies "SNK NEOGEO Korea", "SNK NEOGEO Hong Kong". Previously, there were only three companies, "SNK NEOGEO USA", but with this company name change, the "SNK" name would officially be reinstated in Japan.
The revival of the SNK name, which created the famous Neo Geo hardware and played a role in the competitive fighting boom, brought renewed enthusiasm to fans. At E3 held in the United States in 2003, SNK NEOGEO USA exhibited "SNK vs. Capcom: SVC Chaos" that would be first released in Japan, with a location test held at the Neo Geo Land Esaka store on June 6.
In November 2004, SNK NEOGEO merged with SNK Playmore, who was in turn acquired by SNK Playmore Corporation, bringing together former SNK staff and providing SNK Playmore with in-house development and publishing resources.