One-time games console giant Sega Enterprises is to refocus advertising strategy onto its software titles as it makes a humiliating withdrawal from the hardware scene.

Sega’s agency, True North-owned Foote Cone Belding in San Fransisco, will produce ads for software titles such as NFK 2K2, Sonic Adventure 2 and Crazy Taxi 2.

“The focus of our marketing and advertising, in particular, over the last twelve months has been software-related – that level of support will not change,” explained Sega of America’s VP-sales, marketing and operations Chris Gilbert, before adding somewhat euphemistically, “The difference is going to be hardware-related expenditures.”

News source: Advertising Age - Daily Deadline