Sega Gets ICE-y With Hoopla Collaboration


Sega and ICE have been working together for the past eight years, with Sega representing and distributing ICE games in countries throughout Europe and Russia. That relationship has evolved with the collaborative development of Hoopla, the next installment in ICE’s carnival skill wall series.

ICE will build the product and sell it in North America, including Mexico and Canada, while Sega will manufacture the product for the rest of the world. Hoopla is built with old-school carnival games in mind, and the factories claim it to be “a 100 percent skill” redemption game. Players seek to toss hoops on seven hooks in a short time period and if successful, advance to the bonus round for a chance at a big haul of tickets. The game’s bright, eye-catching cabinet has colorful carnival theming, a conveyor belt that feeds players hoops and a lowered playfield for the little ones.

Joe Coppola, ICE’s VP of Sales, stated, “Sega has done a remarkable job selling our carnival series over the past five years throughout Europe and Russia. They recognized the ageless and timelessness of this series of games and the appeal it has globally. So when they came to us with this concept for Hoopla, we were excited to work with them.”

Paul Williams, CEO of Sega, said, “We believe the combined efforts on the development side, as well as the sales side, will be a great formula for success. The product has been thoroughly tested now in both Sega and ICE’s respective markets for over six months and we’re thrilled with the initial test results.”


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