Segaworld, Sega’s futuristic theme park, has radically altered its
pricing structure just three months after launching, in an attempt to
tackle the perennial theme park problem of hour-long queues for top
Customer surveys carried out by the company showed visitors were
dissatisfied with the queues generated by the current all-inclusive
pricing system, which meant visitors flocked to the most popular rides.
Sega has dropped the pounds 12 entrance fee and replaced it with a
pounds 2 entrance fee supplemented by a charge of pounds 2 a go for each
of the six rides. The video games are also operating on a pay-as-you-use
The new pricing structure is designed to be more flexible, allowing
visitors to pop in for shorter periods of time and not feel they are
compelled to go on all the rides in one visit.
The system had worked without hitch at Sega’s Japanese theme park,
Joypolis, but this was mostly due to the Japanese being more comfortable
about queueing, while British visitors are more vocal in grumbling about
the time spent waiting to get on rides.
The new pricing strategy is the first major change to take place since
Yukifusa Seita joined as managing director of Sega Amusement Europe last
week (Marketing, December 12).
Seita was previously managing director of Pioneer in the UK, and
Segaworld was expected to be one of his priorities on joining.
Sega has 25 amusement centres in Europe and it is thought that bringing
Seita on board was part of a move to expand this area of business.
Segaworld is currently in negotiations to find a sponsor for its
Trocadero site in London.