Once again with a major presence at EAG International in London, Sega demonstrated why it continues to be at the cutting edge of pay-to-play amusements.
Although the majority of Sega’s products were launched at IAAPA in the US in November, at EAG there were more than 20 games that had never been seen before at the London show. Among these were some major brands, including the new video title Transformers, the Plants vs. Zombies video redemption game and new Hello Kitty-branded plush and air hockey table.
“Transformers is doing really well in America,” said general manager Justin Burke. “It’s the number one video across the major estates in America, beating the competition.”
The game, he said, has “just about touched the UK” and initial results from test sites are “off the scale.”
“The orders are coming in thick and fast and production is well advanced.”
Plants vs. Zombies, which is based on the hugely popular mobile app, received an enthusiastic response at IAAPA when it was launched. Given the strength of the existing brand, Sega is confident that this will be repeated throughout the world.
At EAG, it was presented alongside the company’s new Plants vs. Zombies whack-a-mole game and Sega Prize Europe’s line of plush toys.
“A lot of operators are talking about how we’ve presented the games here in a themed area,” said Burke. “Many operators see this as a good example of how they can present the machines in their own venue and tie them in with plush prizes. It’s good to see operators thinking in that direction.”
Another major draw on the Sega stand – the largest at the show – were the latest games from ICE, a company recognised as being among an elite group of amusement manufacturers. On show was another app-based video title, Cut the Rope, which is anticipated to be as big a hit as ICE’s previous Doodle Jump title, alongside the carnival-themed Down the Clown and Whack n Win. The company’s new Monopoly video redemption game was also on show in the UK for the first time.
“The ICE range is phenomenal,” said Burke. “A lot of people have been complimenting how great the company’s range is.” There was also a chance for visitors to the show to experience the latest racing games from Wahlap, Storm Racer and Storm Rider, which Sega is bringing to the international marketplace.
InterGame caught up with Burke after the show when, as he explained, the company was able to get a truer picture of how successful this year’s EAG had been.
“It’s always hard to tell at the show; the perception was that it was very good, with lots of UK and international visitors there. The middle day was very busy and I looked across the stand and every one of the guys was busy engaging with customers.
“This week we’ve been able to reflect and each day sales have been clocking up hour by hour and deals are coming off.”
As expected, Transformers has generated significant interest, he said. “People are picking up on the vibe from America and the test results we have from the UK. It really is a great piece.”
Down The Clown from ICE has also captured the imagination.
“People have been falling in love with it - the carnival theme, the tactile gameplay,” Burke said. “The whole carnival range is really hitting the market at the right moment.
“Overall, the show was very strong and it’s quite exciting to see the orders coming in each day. It shows that all the hard work is paying off.”
