FOR serious buyers attending EAG International Expo 2020, a visit to the Sega stand is an absolute must.
“Iconic” is a much over-used term these days but in the case of Sega, it barely does the brand justice. With a history stretching back to 1940, Sega has developed multi-million selling games and entertainment IP, including, of course, Sonic the Hedgehog. The Sega brand is truly a household name across the globe.
Always at the forefront of technology, Sega Amusements International is dedicated to the production, development and distribution of the best arcade games and prize merchandise. The Amusements division has been a strong supporter of EAG International Expo since the very first show and in common with previous years, the Sega brand will have a huge presence at EAG 2020 across three divisions – Sega Amusements International, Sega Total Solutions and Sega Prize International.
During 2020 Sega will be celebrating its 60th anniversary so we can expect to hear much more about this at EAG International too.
InterPark caught-up with Sega Amusements International’s Justin Burke for a wide-ranging chat about the company’s latest developments, the rebranded EAG International Expo and the rise of immersive entertainment technologies, including VR and AR, within-out-of-home entertainment.
InterPark: Sega Amusements International has been an enthusiastic supporter of EAG International Expo throughout the show’s 10 year history. What do you like most about the show and what are the most significant trends or changes you’ve noticed at the show during that period?
Justin Burke: For me, one of the strong points about EAG is the venue and location, although the venue certainly gets too much unnecessary flack! The halls at ExCeL are light and airy and the area has developed to the point where there are excellent hotels and restaurants within a 10 minute cab ride. I urge anyone considering visiting to do it! At ExCeL you have the world on your doorstep.
As far as the show is concerned, it has reflected a degree of consolidation taking place within our industry as companies are bought and merged. Despite this EAG still delivers a constant flux of new exhibitors. The huge rise in redemption has been particularly noticeable and visitors can’t fail to be impressed by the constant innovation on display.
IP: How important is EAG within your annual marketing calendar?
JB: For us the most important exhibitions are IAAPA in Orlando and EAG International. We launch new products at both events so there is always something fresh. We see EAG as a linchpin for Europe, but the reality is that its reach extends much further.
IP: Many in the industry are saying that for Sega Amusements International, 2019 has already been the year of House of the Dead Scarlet Dawn. What have been the highlights so far and can you comment at this stage on how 2019 has been for the company?
JB: This year we’ve had success with a wide variety of games. The original Daytona USA was released in 1984 and the game has been kept fresh through constant development and enhancements. The current Daytona Championship USA DLX offers brand new race tracks, a 47 inch HD display, all party tournament mode and an exclusive live TV billboard for spectators.
We’re very pleased with the performance of House of the Dead Scarlet Dawn which has had a phenomenal success across several continents; as cabinet experiences go it’s in a league of its own. In redemption, ICE’s Whack A Clown has re-invented the “whacker” with phenomenal results.
Super Kixx Pro bubble soccer game has been a great earner for our customers too. Tons of Tickets crane has also been a top seller. It’s a revolutionary concept, employing RFID technology to calculate ticket value for the player.
IP: VR/AR and immersive entertainment were a strong theme at EAG 2019 and the subject of a full day of seminars. Sega has had considerable success with ATV Slam, a phenomenal immersive game, and with Virtual Rabbids, the attendant-free VR attraction. Do you believe VR and AR can coexist in the traditional arcade environment and what are the operating constraints?
JB: Yes, I believe they can co-exist as the target markets are similar. Any arcade operation is about variety; you can’t succeed by appealing only to a narrow spectrum of the market. The largest barrier within VR is where an attendant is needed. That’s why LAI’s attendant-free VR Rabbids has been so successful. It’s the perfect solution.
IP: We have discovered that your family’s involvement in the amusement park industry stretches back three generations and that you have personally operated a variety of venues, including a facility at Thorpe Park. Can you tell us a little about this?
JB: Both my grandfather and father were amusement park operators, so my entire childhood was spent in the park environment. My first job outside of the family business was at Thorpe Park, starting on the park side of the business and then moving on to the arcade division. The arcade franchise was eventually taken over by Rank who introduced midway style games. This part of the park is now being successfully operated by HB Leisure. After leaving Thorpe Park I then went on to launch the then ground-breaking Virtual World, which at the time was Europe’s largest VR centre, and then onto the legendary Sega World at the London’s Trocedero in 1996.
IP: Can you explain the differentiation behind Sega Active Zones and Sega Prize Zones?
JB: Sega Prize Zones offer a wide variety of video and arcade games for all ages and are all about redemption. Our branded operations are increasingly featuring at Superbowl UK 10 pin bowling centres and other locations.
Sega Active Zones incorporate the traditional offering such as kiddie rides and licensed video games, plus sports games and games that require more physical interaction. A good example of this concept can be found in Dartford, England, at the Bluewater Shopping and Leisure destination.
IP: Can you describe the process when Sega Design and Operations develops a concept for a third-party client, along with some examples of prominent clients?
JB: It’s a very collaborative process. Sega is a strong brand and the greatest successes are achieved with other strong brands that are keen to enhance guest participation and enjoy uplifted revenues.
Each client is unique, so no two concepts are the same. We have a wide portfolio of products ranging from 6D motion theatres to ticket redemption and prize facilities, video games and kiddie rides. We have a very experienced management team so we can leverage their knowledge. We take great care to ensure that our proposals are supportive of the client’s brand and of course our own brand, personified by Sonic the Hedgehog. It’s a very detailed process encompassing site visits, 3D visualisations and proposed game mix.
One of our greatest and most successful collaborations has been with Superbowl UK and September this year saw the opening of their tenth Sega prize Zone.
IP: What’s the most unusual project you’ve undertaken?
JB: Probably installations onto cruise ships where the games are very popular, sometimes reaching almost 100 per cent utilisation.
IP: Sega has a strong portfolio of high activity sports-themed games, such as Sonic Sports Basketball, NBA Game Time, ICE Ball FX and Sonic Sports Air Hockey, plus many other skill wall games. In an era where we’re trying to promote activity, particularly among the young, how important are these within the overall business?
JB: Very important on several levels. Sedentary lifestyles are creating numerous health issues for young people, so it’s increasingly important to promote physical activity. Many of these games are “evergreens” with an enduring family appeal and may have a site life of up to 10 years so they deliver an excellent return. Games with a sporting theme also offer major branding opportunities.
IP: We’re hearing more and more about eSports. Do you believe this could hold opportunities for traditional leisure venue owners?
JB: It’s a little early to be sure but we’re monitoring this market with interest as it’s focused on games development and has a live competition element which may be of interest to leisure venues.
IP: What would you say to any companies from the wider leisure industry that are considering visiting the show?
JB: I’d say that they should come to EAG. Show visitors are serious with focused buyers attending from around the world. It’s an inspiring place to be.
