Sega, which has exited the video-game hardware business, this fall launches its 2K2 sports games for Sony PlayStation2, Microsoft Corp.'s Xbox and other platforms.
Three spots, from Leagas Delaney, San Francisco, were supposed to break on Monday Night Football Sept. 17, but the NFL had canceled its games this past weekend.
The ads will instead bow on this Monday's football broadcast on ABC and will then run through the end of the year.
Other marketing elements include a Web site (Segasports.com), radio ads, sampling and promotions. Sega also plans a Super Bowl sponsorship and is sponsoring the Sega Sports Las Vegas Bowl college football game on Christmas Day.