EMEA News: Sega and West Midlands Safari Park Gain Momentum

Sega Amusements is reporting great success with its newest operation at West Midlands Safari and Leisure Park in the UK. Having launched an entire new amusement area and Sega Prize Zone at the park at the start of 2015 both partners in the venture are delighted at the tremendous start to the season.

Sega entered an operational agreement with the park and quickly set about an investment plan of installing new product across the park and introduced a “Sega Prize Zone” redemption set up, a first for midlands based attraction. Naturally a strong feature of the new attraction is the use of the world famous Sonic the Hedgehog character.

Sega’s General Manager offered more on the venture, “this was a perfect venture to work with a management team that we knew well and was a win-win for both parties. It was a great opportunity for us to demonstrate and install a range of our latest redemption, crane, video and novelty equipment all wrapped up under the Sega branding. The initial uplift in income and guest satisfaction has been immense”.

Darren Chorley, Operations Director at West Midlands Safari park commented that “This year we wanted a new look for our arcade, so we naturally looked to partner with one of the most recognised names in the industry. We have found Sega’s customer service lives up to their global brand status. They are professional, creative and very easy to work with – just the kind of company that we want to form an association with”.

The machine mix is managed to cover the various ages that form the demographic to the park and family redemption and interactive games feature heavily.

Chorley concluded “Importantly the area now looks great and we are sure our visitors will really enjoy the latest range of games and equipment that we have available. With the launch of our new £2.5m Dinosaur exhibit, I’m sure it is going to be a spectacular year for both West Midland Safari Park and Sega.”