HB Leisure moves into the US attractions sector


HB Leisure Ltd, the UK based specialist in the skill games and coin-operated amusements business, has announced its first moves into the US market, extending its existing relationship with the world’s No 2 visitor attractions operator Merlin Entertainments  to run the games operations at two of its most iconic US attractions – LEGOLAND California, and LEGOLAND Florida – the company’s newest attraction, opened in October.

HBL’s relationship with Merlin dates back to 2007 and already includes contracts across the group’s UK and European attractions including the LEGOLAND Park in Windsor, as well as with the UK’s premier theme park – Alton Towers Resort, all of which benefit from the secondary revenue generated  from HB Leisure’s expertise in driving strong games  spends whilst maintaining the  highest quality standards, an expertise proven over  many years of successful games operation in parks around the world.

At both US LEGOLAND Parks HBL has invested in the operation, recruited a dedicated operational and support team and carefully themed and tailored the games for the unique LEGOLAND target audience of families with younger children aged 2-12.

“We are pleased to announce our entry into the exciting US market,” said HBL’s Managing Director Alex Sparks, “and are delighted to begin operations in this market with such prestigious and iconic venues as the LEGOLAND Parks in California and Florida. HBL has enjoyed a successful partnership over the years with Merlin Entertainments and we very much look forward to extending our operations for them.  It also provides a great platform from which to start to develop broader opportunities.”

For Merlin, Commercial Services Director Andy Davies commented: “HBL is one of Merlin’s biggest commercial partners and have worked with us to develop and tailor our games offering to fit with our different brand propositions. Extending this relationship into the US was a logical next step for our partnership and we look forward to continued success together.”

HBL specialises in the supply and operation of skill and midway style games, coin-operated amusement games, amusement centres and pay to play activities. Operating internationally, the company currently works in over 40 locations in the UK, mainland Europe, the Middle East, South Africa and the US.  Partner locations include Alton Towers, Blackpool Pleasure Beach and Europa Park.


Add Your Comment

* Required field. All comments are reviewed before appearing.

Get our newsletter