Address: 266-270 Gunnersbury Avenue, London W4

Address: 266-270 Gunnersbury Avenue, London W4

Date of birth: Sega Enterprises was founded in 1950

Nationality: Japanese

Background: Sega has recently been fighting for its survival. The

trouble started in 1995, when Sony launched the PlayStation console.

Boasting superior technology and better games, PlayStation blew Sega’s

Saturn away. Sega’s market share collapsed to less than 4 per cent.

With Sega reporting losses of more than dollars 300 million in 1997 and

1998, it looked like it might be game over. But last October, Sega

fought back with the launch of Dreamcast. The console was make or break

for the Japanese giant and it pulled out all the stops, offering 128-bit

power and ground-breaking online gaming capability. It was backed by a

pounds 120 million launch in the US and Europe and an improved range of


So far, Dreamcast is holding its own, with 750,000 units sold in Europe

and two million in the US. But the future does not look good. In the

week that Sony launched its PlayStation2 in Japan, Sega warned its 1999

losses would top dollars 400 million. Disappointing sales in its home

market are blamed for the results and the enthusiastic reception for

PlayStation2 can only make matters worse. What’s more, Nintendo is due

to launch a successor to N64, and Microsoft is entering the fray with

its X-Box console this summer.

Sega is now trying to shore up its position by launching an online

gaming network,, and a raft of internet-related features.

Whether this will be enough to defend itself is anyone’s guess.

Key brands and brand managers

Alison Turner is marketing director in the UK and Giles Thomas is

marketing director for Europe.

Contact number for Sega Europe 020-8995 3399

Media agency Carat handles Sega’s account, with client director Alex

Altman overseeing the business.

Contact number for Carat 020-7447 7500

Annual media spend: Between April 1999 and March 2000, Sega Europe spent

pounds 4 million in the UK on press, cinema, radio and TV (AC Nielsen


The total European marketing budget for Dreamcast is pounds 60


Media used Before it lost the account to Bartle Bogle Hegarty, WCRS

created the launch cinema and TV campaign for Dreamcast, featuring music

from Robbie Williams. However this has now finished, with current

activity focusing on posters.

New creative is expected this summer, including an ambient media


Sega also sponsors Arsenal in a three-year shirt deal worth pounds 10



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