Sega enters partnership with Alton Towers

Sega Europe has announced that it has entered an exciting three year partnership with the Alton Towers resort, the UK’s most popular theme park. The deal provides Sega with exclusive videogame rights at the resort, and marks the first time that a videogame character has been given its own ‘Ride and Stay’ experience at the popular attraction.

Such sponsorship will begin with the launch of a Sonic the Hedgehog branded rollercoaster, entitled Sonic Spinball, as well as a Sonic themed room at the Alton Towers Hotel. The Sonic hotel room will allow guests to live, sleep and even play the latest games from the Sonic franchise in a room dedicated to the famous blue hedgehog’s videogame universe. Both the rollercoaster and Sonic hotel room will open to the public from 13th February 2010.

Amanda Farr, Sega Europe UK Marketing Director explains “We are delighted to be working with Merlin Entertainments and Alton Towers Resort. 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!”

“It’s a great joint venture between the Alton Towers Resort and SEGA,” remarks Morwenna Angove, Sales and Marketing Director at the Alton Towers Resort. “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.”