This isn’t the first time that SEGA Japan (which seems to be the one doing the testing) has teased their Hatsune Miku games to American audiences. This last E3, they had Hatsune Miku Project Diva f for display at Sony’s booth. Sadly the game never was localized.
Seems this time around that SEGA is testing to see if there is an interest in Hatsune Miku Project DIVA Arcade, which is being tested right now through March 18th in the Puente Hills Mall. The game has an online pass fee thing, which you get free for doing a survey. It costs four credits to play.