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Sega Builds Marketing Matrix for Future Growth as Software Giant

6 Sep, 2001 By: Hive News

Sega of America announced Thursday a major commitment to boost its marketing effort in North America by building its marketing organization with two new divisions and adding new resources to its corporate headquarters in SanFrancisco, Calif.

As part of the company's transition from video game hardware manufacturer to platform-agnostic third-party publisher, Sega is expanding its marketing organization into two focused divisions -- Sports and Entertainment. Sega will also begin hiring personnel immediately into the expanded marketing organization.

To that end, Sega has hired 11-year game industy executive Mike Fischer to the Sega marketing team as group director of product marketing for the Entertainment division. Fischer will be responsible for managing allmarketing for Sega'scharacter-based, action, adventure, role-playing, fighting, driving and puzzle games. He will oversee the expanding marketing team forEntertainment properties and more than 50 SKUs across all gaming and non-gaming platforms this fiscal year. Fischer will also guide established Sega Entertainment franchises such as Sonic the Hedgehog, Virtua Fighter and Shenmue.

Prior to joining Sega, Fischer worked at Namco Hometek Inc., where he served as both director of marketing and director of business development. As director of marketing, Fischer was responsible for all consumer marketing of Namco's multi-platform video game titles.Fischer led the marketing efforts of blockbuster hits including Tekken 3 and Tekken Tag Tournament. He also handled the re-launchof the Pac-Man brand in the United States.

Prior to Namco, Fischerworked for both Sega of Japan and Sega of America. In Japan, Fischer worked on all console systems from the Master System to Pico. In hisprior employment at Sega of America, Fischer also served as product manager for the Pico brand, in which he was responsible for consumermarketing of both the Pico hardware and its first-party Sega titles.

"Sega is making a major commitment to our marketing efforts in North America by expanding our marketing organization and bringing inprofessionals with the expertise to succeed in the competitive video game industry, said Peter Moore, president and c.o.o., Sega of America. "Mr. Fischer has the strength, depth and experience to oversee all of our Entertainment products and he will be a critical member of our team as we transition our company into the leading publisher of interactive entertainment."

Sega also announced that Charles Bellfield, formerly v.p. of corporate and marketing communications for Sega, who will now serve asv.p. of business strategy and corporate affairs. Bellfieldwill be responsible for corporate communications, strategic planning and the management of investor relations with Sega Corporation in Japan. Additionally, Bellfield will serve as a primary contact for all of Sega's gaming and non-gaming hardware partners.

Prior to his former marketing communications positions at Sega, Bellfield worked for NEC Electronics as brand marketing manager, where he was responsible for strategic worldwide brand marketing for NEC's multimedia technology and products.

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