InterGame explores the crucial role played by distributors in today’s amusement market.
The global network of amusement distributors is fundamentally important to the industry. Distributors form crucial relationships with operators, often in new and emerging markets, and can be relied upon to continue to strengthen those associations over a number of years. Much of this is down to their ability to supply the right type of product for their customers and provide support long after an order has been completed.
Sega Amusements is, in its various guises, a manufacturer and a distributor. Justin Burke, Sega’s general manager – sales, explained that in most countries, his company works with a distributor.
“Their role is to penetrate the local market,” he said. “They have a strong awareness of the local language and local legalities and are there to market the products on our behalf, exhibit at trade shows and advertise to develop the market.”
The larger, more established distributors, he said, will also provide spares and a comprehensive after-sales service. “Perhaps some of the smaller ones will focus more on sales than on customer support, so if it is an emerging market, for example, they sell for us and we provide the rest. They grow as the market grows and our presence there grows with them.”
This article can be read in full in the October issue of InterGame.
