In February 2015, SEGA Amusements took on the coin operated arcade within the theme park. In partnership, and following full consultation with the Senior Management Team at West Midland Safari Park the old amusement arcade was completely refurbished and modernised throughout to ensure a bright, family friendly area.
After 12 months of operating, SEGA increased coin op sales by over 50% year on year.
Our cohesive approach to the partnership, which also included staff training resulted in an enhanced level of guest satisfaction, a longer dwell time, an increase in spend per head and the WOW factor!
This growth has been attributed to:
- A major investment in the latest games and merchandisers.
- A branded concept making the amusement area a destination rather than an add-on.
- Reduction in service issues resulting in a marked increase in machine up time.
Continued investment in the people and the machines within the operation at West Midland Safari Park has ensured that strong growth continues to be shown in weekly figures as well as continued high levels of guest satisfaction and participation.