Justin Burke: Evolution thanks to innovation is the key to Sega’s success

Sega Amusements International Justin Burke
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Coinslot talks to Justin Burke, General Manager of Sales at Sega Amusements International, about 60 years of pioneering from the global gaming giants.

 

WHAT IS THE KEY TO SEGA’S LONGEVITY IN THE MARKETPLACE?

Justin Burke: Evolution thanks to innovation. Sega has continuously created, invented and reinvented – pushing the boundaries of what is expected – it’s in our DNA.

This can be seen in both the arcade and home consumer market. Research and Development is the powerhouse of a company such as ours.

Also having a mascot such as Sonic that has crossed many generations has kept the audience close, everyone has a soft spot for him, and it’s some thing you never lose!

IN SUCH A RAPIDLY EVOLVING ENVIRONMENT, HOW HAS SEGA CONTINUED TO BRIDGE THE GAP BETWEEN THE PAST AND THE FUTURE?

JB: It comes back to that innovation and allowing the R&D to be creative; Sega has a legacy of ‘hall of fame’ game titles and some of these span many years, so it feels like the brand is constantly moving, which it is of course.

It’s a beautiful thing when parents of today introduce their children to the brand with love and loyalty.

SEGA HAS A PHENOMENAL GLOBAL REACH. HOW HAS IT BEEN POSSIBLE TO BE SO APPEALING IN SO MANY DIFFERENT AND DIVERSE CULTURES?

JB: It’s about in the first instance having R&D teams that travel the world, but importantly about listening to the employees in offices around the world who know the intricacies of their country or territory.

And of course our players are very vocal, they tell us lots!

HOW IMPORTANT IS THE UK IN THE SEGA FAMILY?

JB: Sega has had a physical foothold in the UK since 1990 and it has always been and remains a key territory.

The fact that Sega Amusements International that looks after Europe, the Americas and Asia is based there speaks volumes.

The UK arcades and FECs represent what you see around the world, so if it doesn’t work here it may not anywhere!

HOW IS SEGA PLANNING TO KICK-OFF THE NEXT 60 YEARS IN TERMS OF NEW INNOVATIONS AND PIONEERING TECHNOLOGY?

JB: The innovation will continue naturally. We have launched a website to celebrate the milestone https://60th.sega.com/en/

There was a plan a for a series of mega Sega themed events around the world, but with the current global pandemic these sadly had to be postponed, and we still await news if the London one can go ahead – fingers crossed!


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