It’s 100% Official: SEGA Becomes Exclusive Video Game Partner of Alton Towers

It’s 100% Official: SEGA Becomes Exclusive Video Game Partner of Alton Towers

You may recall us exclusively reporting on an Alton Tower’s ride getting a Sonic the Hedgehog rebranding for launch in February, well now it’s official with the following SEGA Europe press release and photo’s-

LONDON (TBC January, 2010) – SEGA® Europe Ltd today announced an exciting three year partnership with Alton Towers Resort, the most popular theme park in the UK. The deal, which gives SEGA the exclusive videogame rights at the resort, also marks the first time a videogame character has been given their own ‘Ride and Stay’ experience at the popular UK attraction.

The sponsorship will encompass the launch of a Sonic The Hedgehog branded rollercoaster and Sonic The Hedgehog themed room at the Alton Towers Hotel. The Sonic hotel room allows guests to live, sleep and even play the latest games from the Sonic franchise in a room dedicated to the famous Sonic videogame universe. The rollercoaster, entitled Sonic Spinball, and the Sonic hotel room will open to the public on 13th February 2010.

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

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

Sonic The Hedgehog has starred in a number of videogames since his first appearance on the SEGA Mega Drive back in 1991, his next videogame outing will be Sonic and SEGA All-stars Racing, launching Feb 26th 2010.

Source: GamesPress via GoNintendo


  1. I might be going to alton towers for my birthday. Sonic rollercoaster and sonic room here i come.

  2. BAAAWWW I love the US, don’t get me wrong. But almost the only exclusive Sonic thing we get is Jazwares stuff D: Darn you UK and your abundance of Sonic events and places!

  3. This is bigger than a Harry Potter theme park, and it’s just a ride and a room. Next we just need an entire Sega-theme theme park.

  4. Do you guys see what I see? That costume is odd, isn’t it? Perhaps it’s based on a new model for needlemouse?

  5. @ Hazuki Heartwood
    SEGA Europe has used that costume loads of times, we had it at Summer of Sonic 2009.

  6. Damn… school… and the fact it’s half a planet away. At least there’s three years for me to catch my turn.

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