HB Leisure, the UK-based specialist in the skill games and coin-operated amusements business, has announced its first moves into the US market.
The move sees the company extend its existing relationship with visitor attractions operator Merlin Entertainments to run the games operations at two of its most iconic US attractions, Legoland California and Legoland Florida, the company's newest attraction, opened in October.
HB Leisure specialises in the supply and operation of skill and midway-style games, coin-operated amusement games, amusement centres and pay-to-play activities. Operating internationally, the company currently works in over 40 locations in the UK, mainland Europe, the Middle East, South Africa and the US.
The operator's relationship with Merlin dates back to 2007 and already includes contracts across the group's UK and European attractions, including the Legoland Park in Windsor and theme park Alton Towers. At both US Legoland Parks, HB Leisure has invested in the operation, recruited a dedicated operational and support team and carefully themed and tailored the games for the unique Legoland target audience of families with younger children aged two to12.
"We are pleased to announce our entry into the exciting US market," said HB Leisure's managing director Alex Sparks, "and are delighted to begin operations in this market with such prestigious and iconic venues as the Legoland parks in California and Florida."
For Merlin, commercial services director Andy Davies said: "HB Leisure is one of Merlin's biggest commercial partners and have worked with us to develop and tailor our games offering to fit with our different brand propositions. Extending this relationship into the US was a logical next step for our partnership and we look forward to continued success together."
