Business Wire, Oct 10, 2002 p0249
 
Business & Entertainment Editors 

SAN FRANCISCO--(BUSINESS WIRE)--Oct. 10, 2002 

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

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. Screen shots and art assets for "SEGA Sports NBA 2K3" are available at 
http://segapr.segaamerica.com.