SEGA KICKS OFF MARKETING CAMPAIGN FOR CRITICALLY ACCLAIMED SEGA SPORTS NBA 2K3

Emphasizing the Strength of its NBA Video Game Franchise, Company Launches $10 Million Marketing Campaign for "SEGA Sports NBA 2K3"

SAN FRANCISCO - (October 10, 2002) - SEGA(R) of America, Inc. today announced the details of its marketing campaign for its critically acclaimed NBA video game, "SEGA Sports(TM)" NBA 2K3" for the PlayStation(R)2 computer entertainment system, the Xbox(TM) video game system from Microsoft(R) and the Nintendo GameCube(TM). Supporting "SEGA Sports NBA 2K3" with $10 million in marketing, the company is launching an integrated marketing program including an extensive advertising campaign, national sponsorships and key promotions with partner ESPN, The Worldwide Leader in Sports.

"Receiving rave reviews from gaming critics, 'SEGA Sports NBA 2K3' is the leading basketball simulation on the market," said Tom Nichols, vice president of sports marketing, SEGA of America, Inc. "Befitting a game of this magnitude, SEGA is putting major marketing muscle behind the title including TV advertising that like the game, blurs the lines between 'SEGA Sports NBA 2K3' and an NBA telecast."

Focusing on the strength of the franchise and the unmatched authenticity of the title, the advertising campaign for "SEGA Sports NBA 2K3" will emphasize authority and deliver the emotion and realism of the NBA. Created by Leagas Delaney, San Francisco, and directed by award-winning hip hop music video director, Hype Williams, the 30-second "SEGA Sports NBA 2K3" television spot embodies the true spirit of the sport utilizing key athletes and their moves

including: dunks from Vince Carter, forward for Toronto Raptors; three point shots from Gary Payton, guard for the Seattle Supersonics; and tenacious defense from Ben Wallace, forward for the Detroit Pistons.

The spot will launch Thursday, October 10, 2002 and will continue on both broadcast and cable networks including CBS, ESPN, MTV and others. The print campaign is currently running in leading gaming, sports and consumer magazines. SEGA will also support "SEGA Sports NBA 2K3" with a national promotion with ESPN and tie-ins with the ESPN Zone. Additionally, SEGA Sports will have a strong presence at major sports events including the NBA All-Star Game where SEGA Sports will host the third annual SEGA Sports NBA All-Star Celebrity Challenge. Regional NBA-tied promotions for the title will take place at major video game retailers nationwide.

"SEGA Sports NBA 2K3" delivers the most authentic and entertaining NBA basketball experience with unmatched player and ball physics, an ESPN telecast-style presentation, groundbreaking animations, an in-depth Franchise Mode and full online gameplay on PlayStation 2 and Xbox. "SEGA Sports NBA 2K3" is endorsed by NBA All-Star Allen Iverson of the Philadelphia 76ers and is currently available at retailers nationwide for a suggested retail price of $49.95.

About SEGA

About ESPN

Based in Bristol, Ct., ESPN, Inc., "The Worldwide Leader In Sports," is 80 percent owned by ABC, Inc., which is an indirect subsidiary of The Walt Disney Company. The Hearst Corporation holds a 20 percent interest in ESPN. ESPN, Inc. includes six domestic television networks (ESPN, ESPN2, ESPN Classic, ESPNEWS, ESPN Now and ESPN Today), ESPN International (24 international networks and syndication), ESPN Radio, ESPN.com, ESPN The Magazine, ESPN Regional Television, SportsTicker, and ESPN Enterprises, overseeing brand extensions such as the ESPN Zone, an interactive sports-themed dining and entertainment experience.

"PlayStation" and the "PS" Family logo are registered trademarks of Sony Computer Entertainment Inc. (TM), (R) and the Nintendo GameCube logo are trademarks of Nintendo. Xbox is a trademark of Microsoft Corporation in the United States and/or other countries. ESPN, SportsCenter and The Zone are registered trademarks of ESPN, Inc. All other trademarks are the property of their respective owners.

The NBA and individual NBA member team identifications used on or in this product are trademarks, copyrighted designs and other forms of intellectual property of NBA Properties, Inc. and the respective NBA member teams and may not be used, in whole or in part, without the prior written consent of NBA Properties, Inc. (C) 2002 NBA Properties, Inc. All rights reserved.

Officially Licensed Collegiate Products" label is the exclusive property of The Collegiate Licensing Company. The "Collegiate Licensed Product" label is the property of the Independent Labeling Group. All names, logos, team icons, and mascots associated with the NCAA, universities, and conferences are the exclusive property of the respective institutions. NCAA, the NCAA logo, and NCAA Basketball are trademarks or registered trademarks of National Collegiate Athletic Association.

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