Mike Hayes Joins SEGA Europe

LONDON, UK – January 9, 2004 – SEGA Europe Ltd, today announced the appointment of Mike Hayes as 'Managing Director, Publishing' for SEGA Europe Ltd. Mike is due to join the company in February, with the primary responsibilities of growing SEGA's presence in Europe, bolstering European content and expanding publishing operations as the company enters a new phase of growth in 2004. He will fill a role similar to a position previously held by Mike Sherlock as Executive Vice President, Sales & Marketing, Europe.

Mike is an experienced games industry executive and joins SEGA Europe Ltd having spent five years at Codemasters as Group Marketing Director, responsible for global marketing and product strategy and delivery, and five years with Nintendo as Marketing Director responsible for sales and marketing in the UK and Ireland. Additionally, his marketing experience is complimented with strong commercial experience gained in the games, toy, telecommunications and other FMCG industries.

Naoya Tsurumi, Chief Operating Officer, SEGA Europe Ltd, commented, "The appointment of Mike Hayes will add new direction to our business as SEGA Europe enters an important phase of expansion in 2004. Mike is a strong and well respected industry figure and will be invaluable to SEGA as we cement our operation for greater European publishing focus."

Mike Hayes, added, "I'm looking forward to joining SEGA and helping to develop the European business. SEGA is a pillar consumer brand with huge potential – it's great to be part of SEGA's return as a key player in the industry and I very much look forward to working with the European team."