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NEW YORK ( -- Sega of America, which earlier this year exited the video-game hardware business, has reorganized its marketing operations to emphasize sports and entertainment software.

The game maker has named Mike Fischer group director of product marketing for its entertainment division. The new post marks Mr. Fischer's return to Sega, where he earlier handled the company's Pico brand, after a stint directing consumer marketing for Namco Hometek's "Tekken" franchise and relaunching the Pac-Man brand. Mr. Fisher will handle all marketing for Sega's character-based games such as "Sonic the Hedgehog" and "Shenmue."

Sega also promoted Charles Bellfield, formerly vice president of corporate and marketing communications, to vice president of business strategy and corporate affairs, and it is expected to name an executive to oversee its sports titles soon and staff additional marketing posts as it transitions into a video-game publisher.

Last month, two top marketing executives, Joe Culley, vice president of marketing, and John Golden, director of product marketing, left Sega.

Interpublic Group of Cos.' FCB Worldwide, San Francisco, is Sega's agency of record. Sega of America spent $25.7 million in measured media in the U.S. last year, according to Taylor Nelson Sofres' CMR.

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