Sega Amusements International, the UK-based arcade business operated through Kaizen Entertainment holdings, has announced a significant leadership change alongside a new Western distribution deal for Speed Rider 4DX.
Paul Williams leaves Sega Amusements leadership
Paul Williams is stepping down as CEO and Executive Chairman after almost 30 years with Sega Amusements International. The company thanked him for his long service and said responsibility will pass to its existing directors and management team.
During Williams’ tenure, the business grew from a 12-person operation importing Japanese amusement games into an international amusement-game company. His work included helping establish manufacturing, research and development, software, spares, prize and third-party development divisions.
He also led the 2015 rebrand to Sega Amusements International Ltd. In March 2021, Williams secured the company’s acquisition through a management buyout from SEGA Japan, a move described as important to preserving its independent future.
The company says it has since expanded its operations, product range and commercial performance. Its board and management team are expected to provide continuity, with the business stating that Williams has full confidence in the current leadership.
Williams is known to be a Harley-Davidson enthusiast, an interest that helped inspire Sega Amusements’ motorcycle-themed releases, including a couple of HD games over the years. No successor has been announced at this stage.
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Speed Rider 4DX joins Sega Amusements’ Western line-up
Sega Amusements has also confirmed that it is taking orders for Speed Rider 4DX, a motorcycle racing game from IGS and Baohui. The announcement arrives shortly before IAAPA Expo Europe, where Sega Amusements is scheduled to present a range of arcade titles. The company has not confirmed whether Speed Rider 4DX will appear at that event, as shipping times may prevent it.
The new title is a sequel built around a twin-player cabinet and a substantial motion-based feature set:
- Twin cabinet
- New bike-controller drift-slide mechanism, described as a first
- Motion platform
- LED billboard
- 55-inch 4K screens
- Lean sensor
- Player camera
- Air vent for wind effects
- 4.1-channel audio system
- 12 tracks
- Eight upgradeable bikes
- Link play for up to four players
The drift-slide system gives the bike racer a distinctive control idea, although its long-term durability will be an important consideration for arcade operators dealing with heavy public use.
Sega Amusements’ choice is notable because Storm Rider X might have appeared the more obvious candidate after the company’s Western sales of Storm Rider 2. Storm Rider X was therefore an anticipated possibility, but Speed Rider 4DX is the game that has been selected. Sega Amusements has previously worked with Baohui too, including continued sales of the Hyper Cross racing game.
Earlier Speed Rider releases in Western arcades
The distribution history of the earlier games is less clear. There is no confirmed recollection of Speed Rider 1 or 2 receiving a significant Western release, while 3 and 3DX however were available through Komuse for a short time.
Importers also attempted to sell the game in 2019, but the arrival of 2020 disrupted those plans. The number of venues that ultimately acquired a machine is not known.
With Sega Amusements now handling the title, Speed Rider 4DX could achieve the series’ broadest Western reach so far. The company’s website currently invites enquiries, allowing operators to request a quote and place an order, with shipments expected to begin soon.
Alongside these announcements, there have also been several recent developments involving Maimai DX shipments in the United States, although further official confirmation is still awaited.
Operators comparing full-size racing cabinets can also browse RETROCADE’s racing arcade range and review the arcade machine buying guide before planning a venue or home setup.
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