Sega Amusements and bowling operator Superbowl UK have formed a new operational partnership which will see Sega supply Superbowl UK’s six centres, and all new future venues, the first of which will open in Ipswich in March.
Under the deal, Sega will supply a bespoke amusement offering completely different to all other bowling centres in the UK. The 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 added: “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.
“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.”
Superbowl UK has aggressive expansion plans that will see it add an additional ten locations in the next four years.