Staff member
Sega Amusements Europe Ltd. announced this week that it is to open up its UK market and sell its products direct to the end user. This change ends many years of using only distributors to get product to market.

The company has taken this decision in order to work closer and more directly with the operator to better understand their needs in order to develop better product that can increase footfall and spend per head in locations. In difficult market conditions Sega recognises that in order for operators, distributors and manufactures all to survive, change is needed.

Paul Williams commented, “There are many new initiatives in the pipeline that will involve Sega bringing a wider range of product to the market thus enabling operators to purchase many genres of product from Sega and not just the traditional video game. We recognise the loyalty and hard work given to Sega by its distributors and will of course still trade with them”.

The company structure will also be affected and initially the company will recruit sales people with industry experience to form the basis of a new team dedicated to direct sales. Justin Burke will take on the role of General Manager of Sales and assume sales and marketing responsibilities for all territories within the company.

With Sega departments of Sega Prize Europe and Sega Total Solutions there is growing contact with end users operators and this is another step towards an all encompassing service as Sega wants to offer a higher level of service by direct contact.

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