TITLE

Play it again, Sonic

AUTHOR(S)
Baker, Ctaudine
PUB. DATE
September 2006
SOURCE
Brand Strategy;Sep2006, Issue 205, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
22836838

 

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