In 1995, Sega partnered with Atlus to launch Print Club (Purikura), an arcade photo sticker machine that produces selfie photos. Atlus and Sega introduced Purikura in February 1995, initially at game arcades, before expanding to other popular culture locations such as fast food shops, train stations, karaoke establishments and bowling alleys. Purikura became a popular form of entertainment among youths across East Asia, laying the foundations for modern selfie culture. By 1997, about 47,000 Purikura machines had been sold, earning Sega an estimated () or annually from Purikura sales that year. Various other similar purikira machines appeared from other manufacturers, with Sega controlling about half of the market in 1997. Despite the arcade market stagnating towards the end of the decade, Sega's arcade revenues increased as a result of the Sega Model 2 and 3 arcade systems, the Print Club machines, and Sega's Japanese arcade centers. Print Club alone generated over in sales for Atlus and Sega.
