SEGA OF AMERICA ANNOUNCES NEW PRESIDENT AND COO

SAN FRANCISCO - (October 1, 2003) - SEGAÒ of America, Inc., fully owned

subsidiary of SEGA Corporation in Tokyo, Japan, today announced that Hideaki

Irie has joined SEGA of America as president and chief operating officer,

effective October 1, 2003.

As president and COO, Irie's responsibilities will include directing SEGA's

console software gaming businesses in North America, including all product

and business development, marketing, sales, operations and content. Irie

brings more than a decade of leadership experience to the helm, which

includes a previous presidential role.

Irie is a 20-year video game industry veteran with 15 years management

experience with U.S.-based video game publishers. He joins SEGA from video

game publisher AgeTec, Inc., where he was a founding member and served as

president and CEO for five years. Prior to that, Irie was a president of

video game and peripheral publisher, ASCII Entertainment Software Inc. for

six years, which was a subsidiary to Japan-based ASCII Corporation.

"Hideaki has the leadership skills and experience to oversee all aspects of

SEGA of America, and we look forward to having him ensure the success of the

future strategic direction of our business in North America," said Hisao

Oguchi, president, SEGA Corporation.