Sky And Sega Join Forces For Dreamcast Launch

BSkyB has announced that it is to join forces with videogame manufacturer Sega, next month, in a cross-promotional campaign for the launch of Sega’s new Dreamcast console. The deal, the first BSkyB has struck with a hardware company, will include traditional and online marketing, as well as the launch of a Sky-branded football game for the Dreamcast console.

The alliance will see Dreamcast consoles being packaged for sale with SkyDigital set-top boxes (STBs). BSkyB will carry a Sega advertising package across its channels together with a 90-second informercial about Dreamcast. In return, Sky will be given a “significant presence” on the Sega Dreamcast Internet portal, available through the games console. Sky will provide editorial content on sports, news and entertainment.

In a key bid to capture the 16-34 male market both parties are working on the possibility of devising a Sky Sports football game for Dreamcast. The game is expected to emulate Sky’s coverage of Premiership soccer.

Sega currently holds 3.4% of the UK videogames market, over 66% behind market leader, Sony (Playstation). BSkyB recently annouced 1.21 million sales (see Newsline) in SkyDigital.

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