SEGA TO BECOME EXCLUSIVE VIDEOGAME PARTNER OF ALTON TOWERS RESORT IN THE UK

LONDON (TBC January, 2010)– SEGA® Europe Ltd today announced an exciting three year partnership with Alton Towers Resort, the most popular theme park in the UK. The deal, which gives SEGA the exclusive videogame rights at the resort, also marks the first time a videogame character has been given their own‘Ride and Stay’ experience at the popular UK attraction.

The sponsorship will encompass the launch of a Sonic The Hedgehog branded rollercoaster and Sonic The Hedgehog themed room at the Alton Towers Hotel. The Sonic hotel room allows guests to live, sleep and even play the latest games from the Sonic franchise in a room dedicated to the famous Sonic videogame universe. The rollercoaster, entitled Sonic Spinball, and the Sonic hotel room will open to the public on 13th February 2010.

“We are delighted to be working with Merlin Entertainments and Alton Towers Resort” commented Amanda Farr, SEGA Europe UK Marketing Director.“Partnering Sonic with one of the UK’s most popular destinations for a family day out is a fantastic opportunity for people to engage, and have fun, with the Sonic brand. I’ll certainly be there at the launch of the rollercoaster to have my turn!”

Morwenna Angove, Sales and Marketing Director at the Alton Towers Resort, said:“It’s a great joint venture between the Alton Towers Resort and SEGA. The affiliation of both brands will add to the great family offering at the Resort for kids seeking fabulous family fun and adrenalin addicted adults”.

Sonic The Hedgehog has starred in a number of videogames since his first appearance on the SEGA Mega Drive back in 1991, his next videogame outing will be Sonic and SEGA All-stars Racing, launching Feb 26th 2010.

For more information on Sonic The Hedgehog, please visit www.sega.com. For press assets please visit www.sega-press.com.

About SEGA® Europe Ltd.:

SEGA® Europe Ltd. is the European Distribution arm of Tokyo, Japan-based SEGA® Corporation, and a worldwide leader in interactive entertainment both inside and outside the home. The company develops and distributes interactive entertainment software products for a variety of hardware platforms including PC, wireless devices, and those manufactured by Nintendo, Microsoft and Sony Computer Entertainment Europe. SEGA Europe’s web site is located at www.sega.com.

MERLIN ENTERTAINMENTS GROUP is the leading name in location based, family entertainment, and has seen the most successful and dynamic growth of any company in the sector over the last five years. The world’s second largest visitor attraction operator, Merlin has 59 attractions and six hotels/ 2 holiday villages in 13 countries and across 3 continents. The company aims to deliver memorable and rewarding experiences to its 35 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and 13,500 employees. Merlin Entertainments operates the following attractions– SEA LIFE, Madame Tussauds, LEGOLAND, The Merlin Entertainments London Eye, Dungeons, Gardaland, LEGOLAND Discovery Centres, Alton Towers Resort, Warwick Castle, Thorpe Park, Chessington World of Adventures and Zoo, Underwater Adventures, Heide Park and Earth Explorer.


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