Gameworks bows in March

Sega GameWorks, the location-based entertainment venture launched last year by Sega Enterprises, Universal and DreamWorks, disclosed Tuesday some of its plans for opening sites this spring.

The first GameWorks center to go live will be a 30,000-square-foot facility in Seattle, followed by Las Vegas and Ontario Mills in San Bernardino County. GameWorks execs confirmed that the company is in negotiations for a Times Square location in New York, but wouldn’t discuss specifics.

The Seattle site is slated to bow sometime in March with an array of gaming options. In addition to newly developed motion simulation and networked multiplayer games, the site will include with “classics” such as Pac Man, Centipede and Pong. Non-digital games, such as pool and air hockey, are also in the mix, as is an Internet lounge.

GameWorks has inked deals with a number of partners, including Starbucks Coffee and Seattle-based brewery Elysian.

Those deals — and the mix of games slated for the site — point up the company’s goal: to attract a broader audi-ence than the 14-20 demographic that flocks to vidgame arcades in malls.

“There’s an upscale look and feel that we think will attract families and people other than hardcore gamers who are just curious about what’s going on here,” creative director Stuart Bailey said.

A spokeswoman acknowledged that the three founding entities are not equal financial partners in the venture, but declined to name each company’s individual participation.

The company’s key execs are president and chief operating officer Michael Montgomery; chairman and CEO Skip Paul; and VP of design Jon Snoddy.

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