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Industry: Email Alert RSS FeedSega gambles on Internet to extend U.S. comeback; Online gaming net backed by $150 mil marketing campaign.(Brief Article)
Advertising Age, September, 2000 by Elkin, Tobi
Sega of America is set to unleash a $150 million marketing blitz for SegaNet, a new online gaming network and its biggest gambit yet.
Sega, hoping to shrug off its underdog status, has much riding on SegaNet. A year after staging a comeback of sorts with its Dreamcast videogame console, Sega now bets that being first in the online gaming arena will give the third-ranked console company an early advantage over bigger rivals Sony Computer Entertainment America and Nintendo of America, as well as Microsoft Corp.'s X-Box.
Sega breaks three new TV spots supporting the high-speed multiplayer gaming network on MTV during the network's Video Music Awards broadcast on Sept. 7.
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