SEGA Amusements and QubicaAMF Form Strategic Alliance to Expand Service to the Leisure Industry

Alliance between SEGA Amusements and QubicaAMF is shaking the Leisure and Entertainment Industries with fresh ideas, a large sales network and premium product lines.

SEGA Amusements Europe Ltd. and QubicaAMF Worldwide, two of the largest amusements and bowling equipment providers in the world, are proud to announce the beginning of a newly formed strategic alliance. This fusion between the two leaders will reinforce the distribution coverage and boost investor’s businesses with expanded product offerings to include a complete line of coin-op amusements and bowling products and services.
The two leading brands serving two different industry niches have one common purpose, to make investors successful by offering products designed to entertain consumers and drive repeat business. The alliance between QubicaAMF and SEGA will reinforce the sales network by providing local distribution coverage in Europe and Russia and will allow both companies to offer expanded product lines.
Both parties are excited to start the new SEGA-QubicaAMF experience. “The Strategic Alliance that we have formed with QubicaAMF is another example of us working with the best global brand names in the amusement and entertainment sector.” Paul Williams, COO of SEGA Amusement Europe said: “We are delighted at the prospect of working with the team at QubicaAMF and the tremendous business opportunities it presents for both companies, along with the many potential benefits that it will bring to our customers and partners. Between us both we have extensive coverage across our sales territory and the ability to offer a complete turnkey solution of amusement and bowling.”
Ron Wood, Senior Vice President of QubicaAMF International Sales & Service stated, “This alliance is a perfect example of how both SEGA and QubicaAMF are constantly looking for ways to strengthen our sales and distribution network in the European and Russian markets. More importantly, the alliance ensures that our investors and partners in the leisure industry have access to the most complete line of products and services available to build upon their success in amusement and bowling.”
The partnership between the two companies, SEGA and QubicaAMF, will help to simplify the combined approach to the market with an increased sales network. It will be easier to take advantage of the market tendency by offering investors a large and complete product line aimed to drive their business and gain better returns.

About SEGA Amusements Europe Ltd.:
SEGA Amusements Europe Ltd. develops and distributes coin operated amusement games, novelty games, kid’s products, simulators and attractions for Europe, Russia and the Middle East. SEGA products are played by millions of people all over the globe every day and its history reflects the constant change in consumer appetites. SEGA Amusements Europe Ltd. is committed to develop its business in new and undiscovered areas whilst providing the best customer service and technical support. More information can be found at

Stephanie Darby, WW Marketing Communications Manager
QubicaAMF Worldwide
Justin Burke – General Manager – Sales
Sega Amusements Europe Ltd.
+44 (0) 208 391 8090



QubicaAMF is the largest and most innovative bowling equipment provider in the world with 600 employees worldwide. We build and modernize more bowling entertainment centers than any other company in the industry and have an installed base of more than 10,000 centers in 90 countries. The company has a sales and distribution network with worldwide reach and maintains the largest R&D team for electro-mechanical products, software, electronics, and entertainment systems in the industry.

QubicaAMF has over 100 years of experience and can provide the perfect combination of bowling equipment, products, and services for new or existing bowling entertainment centers, FECs, Cinemas, or any other facility in the hospitality, retail, or restaurant industry. Our ongoing mission is Making Bowling Amazing. We are convinced that bowling has so much more potential to attract and entertain even more people. With our products, we will help our customers fully unleash that potential.

The company has U.S. headquarters in Richmond, Virginia and European headquarters in Bologna, Italy.