Sega beefs up European team with high-profile appointments

Sega, the Japanese video games brand, is boosting its European marketing and communications team with a raft of new recruits.

David Miller has been appointed brand marketing director, joining from rival gaming brand Namco. Michelle Dix, who will work on iconic brands Sonic and Tom Mahoney, arrives as senior brand manager from Take 2. Nina Ahmed boosts the online marketing team as development manager after quitting B&Q, while Mike Evans has been appointed marketing manager for online. He joins from Easynet.

The new appointments will all report to European marketing director Gary Knight.

The additions to Sega’s marketing and communications team are part of a wider recruitment drive at the games publisher, which has seen it appoint almost 50 employees across Europe. The staffing drive is part of the company’s wider strategy of achieving its stated aim of being among the world’s top three publishers.

This autumn, Sega plans a new global marketing strategy to help it achieve its ambitions in the competitive video games arena (MW July 13).

Sega, along with rival publishers and console manufacturers, is looking to broaden appeal beyond the core gaming audience. It is rolling out games for mobile devices and gearing up for the release of Nintendo Wii.

Sega has failed to maintain its foothold in the console market, despite being a dominant player in the market until the early 1990s. But the company has staged a comeback. Earlier this year Sega Sammy Holdings’ earnings jumped 30.9 per cent to 66.2bn (314m) for the year to the end of March.

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