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Mar. 4, 1999 - 10:00am
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Sega America Staff Addition

SAN FRANCISCO, Calif. - (March 3, 1999) - Sega(R) of America today announced a key addition to its growing executive staff focused on the North American launch of Dreamcast(TM) in the fall of 1999. Peter Moore, formerly of Reebok International, joins Sega as senior vice president of marketing in charge of managing all strategic and outbound marketing efforts for the brand and, in particular, the company's Dreamcast videogame console. He brings more than sixteen years experience in consumer product marketing, sales and product development experience to Sega.

As senior vice president of marketing, Moore will oversee the Sega's brand strategy, all corporate communications and the company's marketing programs, including positioning, advertising, corporate identity and channel marketing. Sega is dedicating $100 million to marketing for the Dreamcast launch in the U.S. and Moore will be instrumental in managing that budget to ensure a marketing blitz the likes of which the video game industry has never seen.

"As we gear up for the launch of Dreamcast in the U.S., it is imperative to bring professionals to Sega who have the business expertise to succeed in this competitive environment," said Bernard Stolar, president and chief operating officer, Sega of America. "Peter has the strength, depth and experience to oversee all aspects of our multi-layered marketing program, including clearly defining the corporate positioning of the company and driving the upcoming launch of Dreamcast."

Most recently, Moore served as senior vice president of marketing at Reebok International Ltd., where he developed the strategy, product and marketing communications for the company's global soccer and rugby division. Previously, Moore also held the position of senior vice president of Reebok footwear, overseeing footwear product design and development, as well as all global sports marketing.

Before joining Reebok, Moore served as president of Patrick USA, a U.S. subsidiary of a popular French sportswear company, in which he managed all of the company's operations including marketing, sales, finance and distribution.

Moore joins Sega as it prepares to unveil Dreamcast, the highly anticipated video game super console, and will report directly to Bernard Stolar. As the "ultimate video game machine," Dreamcast will outperform all in-home gaming platforms and most arcade systems. Its CPU is four times faster than Intel's Pentium II for processing 3D graphics. In fact, Dreamcast's three-million-polygons-per-second graphics performance rivals that of high-end arcade machines. That power, driven by Sega's revolutionary system design, will deliver gaming experiences previously impossible on any home entertainment platform. The new console launches in the fall of 1999 in North America.

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