TITLE

Dreamcast bolsters Sega rebound

AUTHOR(S)
Elkin, Tobi
PUB. DATE
March 2000
SOURCE
Advertising Age;3/20/2000, Vol. 71 Issue 12, special section ps10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the planned launch of Dreamcast Network, the first online multiplayer video game system from Sega of America in fall of 2000. The launch is the company's attempt to earn back the trust of retailers, game developers and gamers from the marketing missteps it committed when it launched its Dreamcast video game system in September 1999. Peter Moore, Sega's senior vice president for marketing, is largely responsible for getting company sales back on track. According to Moore, the company's marketing and sales strategies were not well communicated. Thus, the company returned to its roots, trying to recreate itself as a haven for gamers. The return meant evangelizing in a multimedia campaign via FCB Worldwide of San Francisco, California.
ACCESSION #
2906967

 

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