Sega's ad agency sells ads in Saturn video games

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TOKYO -- Sega Enterprises, Japanese video game company, is inserting advertisements from sponsors in Sega Saturn's game software through deals set up by Hakuhodo Tokyo, Sega's ad agency.

Sega's first sponsored game shows a character drinking tea from the Otuska Beverage company. The character drinks the tea every time he wins a fight.

Japanese tire giant Toyo Tire & Rubber Co. is another sponsor. It intends to increase market share by raising awareness of the company's name and brand among elementary and junior-high school students, all prospective tire purchasers.

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