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13 November 2018

London, November 13, 2018 – Trusted Out-of-home Entertainment brands LAI Games and SEGA Amusements International Ltd have launched a new multi region distribution partnership. SEGA will distribute the award winning Virtual Rabbids: The Big Ride in countries throughout South America, Europe and Asia.

Thanks to a hugely successful launch and record sales for the unattended VR ride, LAI Games is looking to bring the game to more entertainment venues and public spaces worldwide. With a strong Global presence an unprecedented reputation for world-class service, SEGA Amusements International Ltd is well-positioned to bring the award winning Virtual Rabbids experience to these regions.

Paul Williams, CEO of SEGA Amusements said, “Virtual Rabbids is without shadow of a doubt an exceptionally innovative VR experience that has the benefit of being able to be operated without an attendant, thus giving record braking return on investment results. We are incredibly pleased to be able to bring this product to our customer base.”

LAI Games Managing Director, Mark Easte added, “We are very excited to establish this new partnership with the SEGA International team. They have the expertise and infrastructure that adds a great deal to our existing industry network.”

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About SEGA Amusements International

Serving markets across the globe, SEGA Amusements International is a wholly owned subsidiary of SEGA Corporation, Japan. SEGA Amusements International is an industry leader in creating state-of-the-art interactive video, self-contained merchandisers, kiddie rides and redemption games. For more information, please visit

About LAI Games

LAI Games, a subsidiary of Helix Leisure, has been a leader in the interactive entertainment and game industry for over 60 years.  The company develops, manufactures, and sells coin and card operated prize merchandising games, ticket redemption games, photo booths, kiddie rides, and video and novelty games. LAI Games is dedicated to bringing innovative and high incoming-producing games to the global market. For more information, please visit