Sega Amusements Europe has expanded its product range to strategically develop other areas of its portfolio. World reknowed for video, the company felt the desire to broaden the appeal into redemption, pushers, novelty and the like.
Commenting on the Preview show held in London last week, Sega’s Justin Burke said: "It will be a few weeks before we can gauge sales and the true success of the show. But the new expanded range was very well received and took people by surprise."
Following Sega’s recent partnership with Game Concepts, Burke told InterGame: "We’ve been working hard over the past 12 months to add world-renowned brands to our product portfolio - heading in a new direction. We wanted the best brands on board; for example, we wanted to add pushers and it had to be Game Concepts."
Pan Amusements’ Side Show shooting gallery was also on Sega’s stand following a recent distribution deal and received plenty of positive comments, according to Burke.
Although showing a new direction in terms of product offering, Sega remains true to its roots with video product Typhoon from Triotech on show alongside a mock-up version of Hummer Twin.
The Sega Sonic Sports programme is also developing well, he said, with professional coin-op games such as air hockey and basketball completing a range to the degree that operators can now open a fully Sega-equipped location.
At the London Preview, managing director Paul Williams told InterGame that the company was now taking used product from markets such as the UK and shipping them into new territories such as Bulgaria, Turkey and Greece. "We are bringing a Triotech Typhoon into the UK and shipping out an old Madwave at the same time. This ‘trading’ business has effectively made us much more of a distributor, in some ways. The aim is to make the company a one-stop-shop for all sectors."
The company’s used product goes through a strict quality check system with an upgrading process that renders it back to new quality.
