Sega will shift ad focus to software

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Sega Enterprises' long-anticipated exit from the video game console business will refocus advertising on promotion of flagship software titles instead of hardware.

Forthcoming software titles such as Crazy Taxi 2, NFK 2K2 and Sonic Adventure 2 will be among Sega franchises receiving ad support via True North Communications' Foote Cone Belding, San Francisco, Sega's ad agency.

"The focus of our marketing and advertising, in particular, over the last 12 months has been software-related - that level of support will not change," said Chris Gilbert, exec VP of sales, marketing and operations for San Francisco-based Sega of America. "The difference is going to be hardware-related expenditures," Mr. Gilbert said.

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Copyright January 2001, Crain Communications Inc.

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