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Sega Brings Beetlemania to Europe!
The biggest craze to sweep Japan is due to arrive on European shores thanks to Sega Amusements Europe. Mushiking is a kids video vending concept based around card collecting and trading. Previous card trading crazes have included Pokemon and Yu-Gi-Oh, but Mushiking is set to gain at least equal ground with the extra backing of the Sega name and a video game. The product is certainly far from the typical game you might expect from Sega and crosses over typical boundaries for the company. Firstly in its size, measuring only 1.3m high with a footprint of only one third of a metre. This mini-size cabinet is targeted at the 5 to 11 year age group, again a first for Sega Amusements Europe. The machine is destined for not only the traditional amusement location but for the retail sector. "The game works where there is a regular footfall of kids and families, and this opens up a whole new market and audience for Sega. Mushiking will be seen in supermarkets, shopping malls, fast food restaurants, fun pubs, toy stores as well as bowls and arcades," said Sega's Justin Burke. "Talks have already begun with national chains such as Tesco and testing is underway at Burger King amongst others. Initial figures show that income is rising week on week as kids get used to it, word gets out and the card collecting frenzy begins," Mr Burke said.
Combining card trading and collecting, which is a massively popular pastime amongst the target age group, with a video game and vending machine, Mushiking represents a whole new direction for the card collecting phenomenon. It is also great value for money for players and has long term appeal. The Mushiking game is the first title is what will be a long series of games for the very low cost upgradeable cabinet. The concept is a simple one based around the age old game of "Paper – Scissors – Stone". Mushiking in particular is a game where Beetles battle each other out. Each time a player plays they get a new card to add to their collection – either a Beetle or Skill card. From their card collection they choose the best Beetle to battle against their friend or computer. By matching the best skills to their Beetle they can maximise their chances of winning. The initial set of 18 Beetle and 18 Skill cards will be updated with new releases at timed intervals; in Japan there are already 250 cards to collect. This will maintain player interest and boost income levels when kids realise new cards are available. Rare and special cards will also be inserted into circulation. The cards are very educational with facts about all the beetles on each card; this aspect was well received during market research and focus group activity conducted with kids and parents on Sega's behalf.
The spread of any new craze is often word of mouth and Sega believe ‘pester power' will soon kick into play when the machines start to appear after their November release. Justin Burke expanded on this philosophy - "Kids will see these cards in the playground and find out where the machines are, they will then pester parents to go there to shop. Soon it could become a unique selling point for retailers and build with customer loyalty. The market size for the age group is six million with a spending power of £1.5billion,so it is clearly a huge market we are tapping into". In Japan during the past year Sega has delivered 2,500 machines to the domestic market and already 40 million player cards are in circulation. The craze there is clearly massive with some retail stores having up to 10 Mushiking's to cope with the demand. Mushiking merchandise is available and a Mushiking museum has already been set up. Following on from some underground trains being decorated with the Mushiking brand it is reported that Japan Airlines is in talks to have a fleet of liveried with the Mushiking image.
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