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SEGA partners Superbowl UK to create all-new, state-of-the-art entertainment offering

staff from sega and superbowl uk next to sonic the hedgehog

Global amusement machine giant, SEGA, has teamed up with leading family entertainment company, Superbowl UK, to supply machines to all six venues and create a brand new, state-of-the-art entertainment offering.

sega and superbowl UK logoThe announcement was made at last week’s EAG expo and the first new venue is slated to open in Ipswich next month.

The cutting-edge concept will feature SEGA’s latest product range following a £1.5m initial investment across Superbowl UK’s estate.

“We are delighted to have secured this partnership with Superbowl UK,” confirms Paul Williams, Chief Executive Operator at SEGA Amusements International. “We will showcase amusement areas portraying the very best of SEGA’s diverse portfolio with key products of our own and that of other manufacturers we represent, in particular that of ICE, whose games are synonymous with a successful modern redemption offering.”

A unique attraction within Superbowl UK

“This will be a unique attraction within Superbowl UK that will complement the other onsite entertainment, as well as improving the guest experience,” adds Williams.

Superbowl UK Director, Paul Quaintance, describes amusement and gaming as ‘vital’ to enhancing the company’s core bowling offer:

“We need to work with suppliers we can trust and rely upon to deliver the very best products and highest levels of service.”

Founded in 2011, Superbowl UK has continued to evolve, delivering an outstanding family experience with a wide range of offerings. This new deal with one of the world’s most recognisable gaming brands signals a phase of aggressive expansion. The company intends to add an additional ten locations in the next four years.

Guests will experience new SEGA games before anyone else in the UK

“SEGA Amusements are continually developing new and exciting products and Superbowl UK will be test locations for some of these machines, so guests can experience these games some 6 months before anyone else in the UK,” explains Quaintance.

“Ultimately, we believe this will generate increased footfall and dwell time – as well as increased repeat visits.”

Home of the iconic Sonic the Hedgehog, SEGA’s network of studios is responsible for blockbuster titles including Football Manager™, Company of Heroes™ and Aliens™.

Top picture: from left to right, are: Paul Williams, CEO at Sega, Justin Burke, general manager at Sega, Paul Quaintance, director at Superbowl UK, and David Barnham, operations manager at Sega.

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Charles Read

Charles is Managing Director at Blooloop. He attends numerous trade shows around the world and frequently speaks about trends and social media for the attractions industry at conferences. Outside of Blooloop his passions are diving, trees and cricket.

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