WHY WOULD SEGA
CHANGE THE LOOK
OF THE BESTGAME
IN THE INDUSTRY?
Because Everything’s Better in
Chessington, Surrey UK, 26 Sept 2012 – SEGA announces the release of Key Master Colors.
About Key Master
In the fall of 2010, SEGA took delivery of the very first Key Master. Over the past 2 years, Key
Master has gone on to become the No1 game in the industry and has shown itself to be more than just
capable of high earning, it’s a solidly built machine with many features operators and location owners
have been pleasantly surprised by – features that increase reliability, durability, flexibility and security.
But like many prize-vending games, Key Master had an appliance-white, monochromatic color scheme.
About Key Master Colors
Several out-of-the-box operators requested SEGA offer Key Master in other colors.
These operators wanted to bank a number of Key Masters in the same location with each offering a
different prize pack marketed to different demographics i.e. all male prizes, all female prizes, all high
value prizes, etc.
When placed side-by-side, these operators were unable to create enough of a distinction between the
appliance-white games using prizes alone. Players didn’t see enough differences one game to the other
to create awareness, interest, desire and action on their part.
Introducing Key Masters Colors.
“Key Master Colors creates an immediate visual distinction from one game to the other,” said SEGA
US General Manger, Pete Gustafson. “This distinction in colors creates a curious player and a curious
player creates higher revenues and faster ROI’s.” Income tests by SEGA have concluded that the
addition of Key Master Colors does not dilute income across the machines but with the right mix of
merchandise, actually increases the overall income.
SEGA put quite a bit of thought into selecting the five new colors. “Our objective was to create an array
of colors schemes that were both contemporary and visually stimulating,” continued Gustafson. “We
looked to the consumer electronics and sports apparel industries and saw companies like Nike offering
custom color schemes for athletic shoes and Apple offering a wide variety of colors for I-Pods and other
products. Those bright and bold color palates inspired our choices for the five versions of Key Master
The 5 colors are named Coral Pink, Lemon Yellow, Ice Blue, Orange Sherbet and Electric Lime.
“Key Master Colors allows operators to place visually distinct games in the same location and
merchandise them for individual demographics,” stated Gustafson. “We envision operators placing Coach
Purses, manicure coupons, and day spa certificates in Coral Pink Key Masters next to an Ice Blue
game loaded with team sports apparel, handheld game consoles, and Madden 13 game software next to
an Electric Lime game fitted with high-end personal consumer electronics devices. The possibilities are
only limited by the operator’s imagination.”
All versions of Key Master fit in the same assembled foot print – 39”D X 38”W X 73”H.