TITLE

Dreamcast system brings Sega back into contention

AUTHOR(S)
Elkin, Tobi
PUB. DATE
February 2000
SOURCE
Advertising Age;2/14/2000, Vol. 71 Issue 7, p17
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the performance of Sega of America's Dreamcast video game system in the U.S. market as of February 2000. Sega sold nearly 1.7 million Dreamcast systems in the U.S. from September 1 to December 31, 1999, according to technology researcher PC Data. Sega project sales of 2 million by March 31, 2000, when its fiscal year ends. During the Dreamcast's September '99 launch month, Sega sold 700,000 systems, compared with 370,000 for Playstation. As of January, Dreamcast accounted for 16% of the dollar share of the video game system market, just below Nintendo of America's N64 console, at 17.5%. Playstation weighed in with 34% of the market while Nintendo's color Gameboy had 31%. Peter Moore, senior vice president of marketing at Sega, attributed part of the company's comeback to the $100 million advertising campaign by FCB World, that signaled a return to the company's brand soul.
ACCESSION #
2780826

 

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