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Surge brand to star in arcadesSurge brand to star in arcades

Published on .

Sega GameWorks, the nightclub/videogame arcade hybrid created by DreamWorks SKG, Sega Enterprises and Universal Studios, has inked a long-term deal with Coca-Cola Co. to make its Surge brand the official soft drink of the retail chain, effective Jan. 1. Surge will have a presence within each venue through scenic pieces, thematic beverage bars, and interactive elements in select games. A "Green Surge Bubbler" will be introduced into every location, while a 75-foot climbing structure called "Surge Rock" is being built for Las Vegas. Surge will also execute a variety of Sega GameWorks-theme promos in local markets. Terms weren't disclosed.

Copyright October 1997, Crain Communications Inc.

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