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Title: SoA Marketing Lays out 1999

The following is a summary of a presentation prepared by Sega of America Marketing, and released on March 5, 1999. It outlines things done in 1998 from a marketing stand point, and outlines Sega's strategy for 1999 including the Dreamcast release.

• Media still focused on negativity surrounding the Saturn days
• Competitors making lots of noise with ther hardware/software on shelves
• It's a prove it year with Dreamcast
• SOA Management team an unknown entity
• Limited in what we an communicate in a demonstratable way - launch 18 months away
• Reliance on Japan - they're telling our story

• Winter '98 Media Audit
• Audit of top hard core gamer, consumer media, and analysts
• Where to you Sega is going in the future?
  • "If the new system is everything I've heard about, I expect Sega to slap Nintendo and compete with Sony" - GameFan Magazine
  • "Dreamcast will be all they need. They will once again be competitve." -Syndicated gaming journalist, Steve Kant
  • "Sega's biggest challenege will be to keep consumers aware of its brand until the new console's arrival." - David Cole, DFC Intelligence

• Tier 1: Core gaming and trade outlets
  • Analysts, gamer books, gamer online, retail trades, developer pubs
• Tier 2: Gamer/Technology consumer & business outlets
  • Business, syndicated reviewers, TV, online, select consumer publications
• Tiar 3: Mass cunsumer outlets
  • Mass market print, radio, TV, online
• Tier 4: Direct Consumers
  • Current 2 million Saturn owners in US
  • Owners of other video game systems and PC
  • Primarily males aged 18-34

• Position Bernie Stolar as a key player who will bring Sega back
• Postition Dreamcast as the ultimate videogame console and a "must have" product for '99
• Reinforce that Sega is an important brand and still a force to be reckoned with in the industry
• Demonstate that Sega is on track for the U.S. launch in 1999

• Raise Bernie Stolar's profile with analysts and press
• Build incredible buzz and anticipation for Dreamcast and its technology
• Leverage consumer and media enthusiasm for Dreamcast and their loyalty to Sega
• Demonstrate that Sega has learned from the past and won't relive it with Dreamcast
• Conteract all negativity, rumors

• Dreamcast is the ultimate videogame console; a "must have" for 1999
• Sega has learned from the apst and its management team has what it takes to bring them back
• Sega is on track for their launch in the U.S. in 1999

• No corporate story
• E3: Press Conference and Demos
  • AP photo pick-up by 60 papers -- Bernie was everywhere
  • Dreamcast featured in all E3 stories including Wall Street Journal, NY Times, SF Examiner, CNN, BizWeek
• Gamers Day Jr.
  • Coverage resulted immediately with all top online gaming sites and gaming books
• Ongoing Gamer and Analyst Phone Briefings with Bernie
  • Heightened awareness for Bernie, helped continue ths stream of Bernie coverage
• Holiday Mailing, Q4 Follow-Up
• Technology Power Demos
• Sega Spud Dive

What are your perceptions about Sega as a company?

• "Sega is doing a better job. People at retail are psyched." Christian Svensson, MCV Magazine
• "They make great games and can make a great comebacck" - Jim Loftus, Tips & Tricks
• "Sega did well with the media...good job on getting the hype" - Gary Walk, Entertainment Weekly
• "I'm not conting them out yet," Sean McGowan, Gerard Klauer

• Heighten awareness of management team:
  • GDC Keynote/dinner
  • Next generation rountable interview
  • Bernie interviews for E3 issues
  • Mgt. team involvement in gamers' days, product launches, events
• Revive the Sega corporate Story
• Funatical Brand events

• Product of the year campaign:
  • Toy Fair briefings - 35 media including Rosie O'Donnel Show, AP, Time, Sports Illustrated
  • Reviewer program - Seedings with 200+ media
  • Media Tours
  • Launch event
  • Heavy holidy push
  • Consumer awareness and surveys
  • Retail milestone announcements, sell in, frenzy, and pre-order campaign

• Gamer Book Support:
  • Previews, reviews, features, covers, producer interviews
  • Football exclusive already planned for Next Generation's E3 issue
  • Dreamcast/Sonic cover secured with Game Fan for E3 Issue
  • Ongoing media tours, events with gamer books
  • Pre E3 teasers for Sonic, VF3tb, and Football
• Game of the Year Campaign:
  • Primary focus: Sonic, Football
  • Pre E3 videos, teaser e-mails, AVIs
  • Pre E3 media tour to secure show coverage
  • Summer holiday demos for long leads
  • Fun, buzz creating plans against each title that will incorporate media relations, online contests, consumer events, creative mailings, media tours

• Ongoing messaging
• Ongoing competitive research
• Retailer summit support
• Technology and third party outreach board
• Consumer funatics events, Spud Dive, contests, consumer trials
• Dreamcast launch activity - events, contests, media blitz
• Holiday '99 support against hardware and all games