Sega Europe – Dreamcast

Dan Izbicki

This paper describes the planning for the Sega 'Dreamcast' games console campaign, which sought to recapture the market leading position which Sega had achieved with the 'Megadrive' (and subsequently lost to Sony's 'Playstation' with its unsuccessful 'Saturn').
Author: Dan Izbicki

Dreamcast Why Don't We Play Together?

The Maddest of Markets

When in 1963, MIT student Steve Russell invented Space War, the first video game, he started a marketing war on Planet Earth. In the ensuing battle for consumer minds, few markets have experienced the rollercoaster ride of the video games console. The likes of Atari, Commodore, Vectrex and the ZX Spectrum are now just distant and evocative memories amongst twenty and thirtysomething men; victims of the unceasing conflict.

As recently as 1995 the sector's marketing...

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