Sega Plans $100 Million Campaign for New Video Game Console

Sega of America said it is planning a $100 million campaign to support the launch of its upcoming Dreamcast super video game console in North America.

The Dreamcast introduction, still about a year off, will touch all parts of the target consumer’s life with advertising, sales promotions, event marketing and retail merchandising, the company said.

Sega said it has signed up Foote, Cone & Belding–San Francisco; Alcone Marketing Group; the Howard Marlboro Group (HMG) and The Catalyst Group.

“Sega’s business plan mandates ‘kick-ass marketing’ to launch our new console,” said Bernard Stolar, president and COO, Sega of America. “We can’t wait to surprise the consumer with our definition of what that means.”

Sega of America is the arm of Tokyo-based Sega Enterprises Ltd. responsible for the development, marketing and distribution of Sega videogame systems and videogames in the Americas. Sega Enterprises Ltd. is a nearly $3 billion interactive digital entertainment company.

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