PLAYDIUM TO OPEN FIRST SEGA CENTRE
By Adnews Staff
Playdium Entertainment Corp. of Toronto will open its first Sega City @ Playdium entertainment centre in Mississauga, Ont. next weekend. The 33,000-square-foot centre will feature virtual reality games, a go-cart race track, rock climbing, a mini-golf course, restaurants and a Blue Jays Club House. Advertising plans for Sega City will be announced next week. It will be created by Boom Design of Toronto, while media buying will be done by Media Experts of Montreal. Temple Scott & Associates of Toronto is doing PR. Playdium has teamed up with U.S.-based Sega Gameworks to open over 40 of the centres in Canada in the next five to seven years. Sega Gameworks is a partnership between DreamWorks SKG and MCA Inc., both based in the U.S., and Sega Enterprises of Japan.