Sega Amusements Europe

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Sega Amusements Europe
1997-03-01:  Unit 2 Industrial Estate, Leigh Close, New Maiden, Surrey, KT3 3NL, United Kingdom
2002:  Suite 3a, Oaks House, 12-22 West St., Epsom, Surrey, KT18 7RG, United Kingdom
2007:  42 Barwell Business Park, Leatherhead Road, Chessington, Surrey, KT9 2NY, United Kingdom

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Sega Amusements Europe, Ltd. was a division within Sega that manufactured and distributed arcade games across Europe (and later Africa and Russia). The other half of "Sega Amusements", Sega Amusements USA, focused on North and South America.

This is technically the second incarnation of Sega Amusements Europe, having existed before March 1997 as Deith Leisure, a company Sega had acquired in the early 1990s. Reorganisation of the Sega Europe Group around this time saw the "original" Sega Amusements Europe become Sega ATP Europe, with Deith Leisure officially adopting this company's prior name (though continued to trade as Deith Leisure, at least in the UK). Recycling the Sega Amusements Europe name gave the impression of continuity, and as both companies continued to operate from the same headquarters, very little actually changed.

Sega Amusements Europe were responsible for the Sega Europa-R hardware that powers Sega Rally 3, and a number of other arcade cabinets, UFO catchers and slot machines. They are also responsible for distributing products made by smaller companies - Pan Amusements, Game Concepts, ICE, Andamiro, Fantasy Entertainment, Fusence, Quasimoto and String International. Sega Amusements Europe also manufactured products such as the Sega Vision and Sega Spe-x too.

Working along with Sega Amusements Europe were Sega Total Solutions (responsible for the maintenance, technical assistance and spare parts for arcade machines) and Sega Prize Europe (responsible for stocking Sega UFO Catcher machines). Sega Amusments Europe also run the Sega Prize Zone and Sega Active Zone arcade chains.

Both Sega Amusements Europe and Sega Amusements USA were merged in 2015 to create Sega Amusements International.




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