Jean-Francois Cecillion, Sega Europe's CEO, recently spoke to UK trade magazine Edge about the his marketing strategies for Dreamcast before it's released this fall.

"The young and female populations have not been reached, and through online gaming, online communication and interactive activities you can reach those populations who might not want to go to Toys 'R' Us...to buy a game. They might want to wait for people to think of them. So some marketing techniques will emerge from the capabilities of the machine. That's how competitive I want to be - I don't want to say, 'Don't buy Sony, don't buy Nintendo'. If you want to buy two or all three of them, buy them, it doesn't bother me! You have to admit that there are some guys who did well where we did wrong."

This strategy is probably one that all Sega branches will employ. Indifference toward the other systems on the market while using their online capabilities to lure in a wider audience. Sega has been humbled in the past and they're playing the part of the underdog to the hilt. A brilliant strategy if you ask me, that will make them the "nice guy" company.