Sega sets sights on catching rivals

Sega is confident that its ‘strongest line-up of all time’ can help it pinch market share from its main rivals.

In an exclusive interview, the firm told MCV that it was determined to challenge the dominance of Ubisoft
, Activision and EA on Xbox 360 and PS3 with its new range, which includes impressive new IP such as Bayonetta and Alpha Protocol.

Sega’s European president and COO Mike Hayes told MCV this week:

We definitely want to take some of the space currently owned by Ubisoft, Activision and EA on the 360 and PS3. Sega does not have the core heritage that those companies enjoy in parts of their portfolio.

Hence our focus on Bayonetta from Platinum Games in Japan, Alpha Protocol from Obsidian in the US and Aliens vs Predator 3 from Rebellion in the UK.”

In an exclusive interview, Hayes said that potential over-crowding at retail from DS
and Wii software didn’t worry the publisher.

He said: Nothing put us off supporting Nintendo formats. We think we can stand out.”

Sega is already celebrating a bumper year, which has seen Empire: Total War hit No.1 in the GfK-ChartTrack/ELSPA  All Formats charts, and a strong showing from House Of The Dead: Overkill and Sonic And The Black Knight.

Hayes told MCV that the publisher’s planned release slate for 2009 had never been better. He commented: This is undoubtedly our best ever line-up. That may sound like the typical soundbite but FY10 is the culmination of several years’ hard work.”

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