Play it again, Sonic

Baker, Ctaudine
September 2006
Brand Strategy;Sep2006, Issue 205, p20
Trade Publication
The article focuses no Sega Corp. and the 15th birthday of its iconic market, Sonic the Hedgehog. Sega is using the nostalgia associated with Sonic and its console hits of the 1990's in helping it relaunch as a games publisher following its withdrawal from hardware production. Mike Hayes, chief executive of Sega Europe, hopes that the company will become one of the world's top three games publishers. He said that the company's past failure was on putting more focus on hardware than software.


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