Towering above the IAAPA show floor from the Sega stand was the figure of Optimus Prime – a giant statue of one of the characters from the blockbuster video title Transformers Human Alliance that the company debuted at the event.

Sega Amusements

Transformers, which was on show in both the 42ins upright deluxe cabinet and the 55ins theatre versions, sees the popular brand come to the coin-op sector having taken over $2bn at the movie box office. The game proved a major draw throughout the four days of the show and at the nearby Dave and Buster’s store where it was being tested at the same time.

At the other end of Sega’s giant booth was another new licensed title, Plants vs. Zombies The Last Stand video redemption game, based on the hugely popular mobile app. A unique feature of Plants vs. Zombies is the end-of-game video-displayed QR code that allows players to register their score online on a global high-score table.

Although these two releases stole the headlines, Sega’s extensive line-up of games showcased the breadth of its product portfolio, with Storm Racer and Storm Rider developed in partnership with Wahlap, its first range of kiddie rides in the shape of Sonic Kiddie Ride and the sports car themed KC Cobra, and redemption titles Snakes and Ladders and Double Spin.

There was also a chance to see the eagerly awaited follow up to the Key Master prize merchandiser, Axe Master.

“Key Master has been an absolutely huge success for us and is still going strong,” explained Sega international sales manager Martin Riley. “For the first time at a show we’re demonstrating Axe Master where, instead of a key, players attempt to chop through a piece of log to release the prize.

“We’re hoping this will be a big seller.”

Sega Amusements Europe general manager Justin Burke said that the event had been “very strong.”

“The number of people that have told us we have a great line-up of games was really pleasing,” he said, noting that both the US and international offices were busy throughout. “The show was good on all fronts; a really strong event.”

For Burke, two of the strongest performers at the show were the Down the Clown and Monopoly redemption games from ICE.

“These really stood out,” he said, adding that a number of operators had suggested that choosing to offer their customers these games was “a no brainer.”