Sega and Superbowl UK Join Forces!

SEGA Amusements International and bowling operator Superbowl UK chose recent EAG expo to announce a new operational partnership deal between them.

The globally recognised amusement machine giant and established leading family entertainment company signed a contract that covers machine supply to Superbowl UK’s six trading centres, in addition to all the new venues in the future, the first of which will be in Ipswich opening March 2018.

Under the terms of the contracts, SEGA will supply a bespoke amusement offering completely different to all other bowling centres in the UK. The state of the art entertainment offering will utilise SEGA’s latest product range following a £1.5m initial investment across Superbowl UK’s estate.

Paul Williams, Chief Executive Operator at SEGA Amusements International, commented: “We are delighted to have secured this partnership with Superbowl UK. We will showcase amusement areas portraying the very best of SEGA’s diverse portfolio with key products of our own and that of other manufacturers we represent, in particular that of ICE, whose games are synonymous with a successful modern redemption offering. This will be a unique attraction within Superbowl UK that will complement the other onsite entertainment, as well as improving the guest experience.”


Highlighting the motivation behind the contract award, Superbowl UK Director Paul Quaintance stated; "Amusement and gaming is vital to enhancing our core bowling offer, which means we need to work with suppliers we can trust and rely upon to deliver the very best products and highest levels of service.”

He adds that “SEGA Amusements are continually developing new and exciting products and Superbowl UK will be test locations for some of these machines, so guests can experience these games, some 6 months before anyone else in the UK. Ultimately, we believe this will generate increased footfall and dwell time within Superbowl UK – as well as increased repeat visits.

Since Superbowl UK’s formation in 2011, the company has modernised the customer experience having built a strong reputation for delivering an outstanding family experience in venues that have a range of offerings that appeal to a wide range of demographics. With SEGA now adding to the offering, Superbowl UK customers will enjoy a premium experience with two of the most recognised brands in the industry.

Superbowl UK has aggressive expansion plans that will see them add an additional ten locations in the next four years.

For further details, contact Paul Quaintance, Superbowl UK Director on 07768 703098 or David Barnham, Operations Manager, Sega Amusements International on 07780 673674.