Sega Amusements Europe has entered into an exclusive agreement with UK bowling centre operator Bowlplex to operate coin-op amusement games.
A five-year deal, Sega took possession on June 1 and is now in the process of refitting all 18 Bowlplex locations with family-focused amusement equipment under the brand Sega Active Zone.
Speaking exclusively to InterGame at the Park Avenue Open Day on Wednesday, Sega’s Justin Burke said: “We’ve worked closely with Bowlplex in varying capacities for the past 15 years and the relationship between the two brands has naturally progressed since then. The new partnership has come at the right time and is a perfect fit for both companies.
“Active gaming is a popular trend right now and Sega Active Zone reflects that. The first phase of the project is to change the machine mix and then we’ll eventually look to introduce redemption. We still offer video titles of course but have added a mix of prize, novelty and interactive machines, including air hockey and basketball to name a few, enabling families and friends to play together. The first centre to be fully remodelled was Yeovil, which has since seen a 60 per cent uplift in machine take, so we have already proven what we can do."
Tracy Standish, managing director of Bowlplex, added: “We’re really excited about the partnership with Sega, it’s such a prominent brand in the industry. We work hard to push the boundaries of family entertainment and strive to be the first to introduce new concepts and we believe working with Sega is testament to that.”
You can read more on the project in the July issue of InterGame where, as part of Sonic’s 20th anniversary celebrations, we take a look at Sega past, present and future.
