IAAPA Attractions Expo 2018

Patrick Michael
Head of Research and Development
Sega United Kingdom


Patrick leads local Research and Development for Sega Amusements International Ltd, based in the United Kingdom. His team is responsible for all product development for all territories outside Japan. His background is in software development having previously worked in the telecommunications and Information systems industries. Originally from Oxford, UK. Patrick joined in 2002 as a Technical Project Manager working across two of Sega’s UK Divisions. Patrick gained experience in all areas of Sega’s design, sales and manufacturing teams leading to the creation of an internal R & D team and the development of Sega’s first 100% European developed arcade title, “Ford Racing: Full Blown” in 2006. The R & D team has grown over the years to deliver a number of new and classic Sega franchises to arcades including “Sega Rally 3”, “Grid”, “Daytona Championship USA”, “Sonic and Sega All-Star Racing Arcade”, “Dream Raiders” and with the direction of veteran Sega Japan Game Designer, Shinichi Ogasawara “Transformers: Shadow Rising”. Based in Cardiff, Wales the R & D team has recently expanded further seconding Mr Ogasawara to join the Cardiff Team and taken on board a new, highly experienced internal software development team. This expansion required their relocation to new 30,000sq ft premises incorporating Sega’s software, mechanical and electronic design teams under one roof. An avid gamer, Patrick has an extensive vintage console and games collection, a very understanding wife, twin 7 year old sons and sadly not enough room at home for the vintage arcade collection he would love to own.

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