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Sega urges digital caution

Ben Parfitt
Sega urges digital caution

Though digital retail will inevitably grow to occupy a key chunk of the console games market, the VP of sales and marketing at Sega US Alan Pritchard has warned that the industry must not repeat the mistakes seen in the mobile rush earlier this decade.

“We are obviously looking at our own business, listening to the rest of the market, engaging with first parties as well as company’s such as Apple,” he told MCV as part of an exclusive interview.

“There are lots of arguments that would suggest there is plenty of room to move in digital.

“But there does seem to be a bit of a herd mentality at the moment, with everyone rushing to every digital opportunity. We have seen this in the past, about three or five years ago on mobile phones. Mobile gaming used to be quite buoyant and successful at one point for publishers and developers. But suddenly there were too many products on the market place, too much stuff available for free, and it became a declining market – until Apple and iPhone reinvigorated it.

“It is difficult thing for myself or anyone to say that absolutely yes, there is room for everyone. But it is still something we need to be a part of and we need to invest in. The strategy is to be at the forefront of that, and not at the back of the queue.”

Click here to read the full interview.

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Tags: Retail , Distribution , sega , Digital , caution , herd , mentality , pritchard

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