Sega Amusements International has appointed Siraj Elkhawad as Chief Executive Officer while promoting Justin Burke to Chief Operating Officer.
Siraj has more than 27 years’ experience in the amusement industry, and comes from a finance background.
“My focus will be on building on our strong financial foundations to drive growth, expand our global reach, and deliver truly world-class experiences that inspire and delight players everywhere,” Siraj said. “Together with our talented team, I believe the future holds enormous potential for both our customers and the wider amusement industry.”
A proud third-generation professional in the amusements industry, Justin began his time at Sega in 1996 and has a strong sales and operations background. Having successfully led the company’s global sales team to significant growth, he has a proven track record in driving commercial success.
“I am excited to continue my journey at Sega in this new role and help the company deliver on its strategic objectives,” Justin said.
In October, Sega Amusements International announced the passing of Paul Williams who stepped down as CEO & Executive Chairman in September after 30 years of service.
During his tenure, Paul transformed Sega Amusements International from a small team of 12, importing Japanese amusement games, into a leading global player in the amusement games industry. He was instrumental in establishing the company’s manufacturing, R&D and software capabilities, and in building key divisions including Spares, Prize and Third-Party Development.
His leadership drove the 2015 rebrand to Sega Amusements International Ltd, and in March 2021, he secured the company’s acquisition through a management buyout from SEGA Japan – a decisive step that safeguarded the company’s independent future. Since then, the business has expanded significantly, strengthened its operations, enhanced its product portfolio and delivered strong commercial performance – a testament to Paul’s vision and stewardship.
Paying tribute, Sega Amusements International, added: “More than a business success story, Paul’s legacy is one of empowerment. He built and inspired a strong, capable leadership team that continues to embody his values and vision. Those who worked closely with him will remember Paul not only as a visionary thinker, but as a mentor who led with fairness, humour, and authenticity. His belief in people and his deep sense of purpose will remain at the heart of Sega Amusements International for generations to come.”