Magazine article Marketing

Sega Claims Rival Is Using Copycat Tactics

Magazine article Marketing

Sega Claims Rival Is Using Copycat Tactics

Article excerpt

Video game giant Sega has accused its bitter rival Nintendo of "borrowing" its advertising strategy.

Sega marketing manager Simon Morris claims Nintendo has switched millions of pounds into buying ads in adult rather than children's programmes halfway through its campaign -- after witnessing Sega's ratings success.

Sega adopted the ploy of targeting ostensibly adult programmes like blind Date which cross over to a large children's audience. A radical approach was necessary because Sega could not hope to match Nintendo's 6m pounds war chest.

"We always knew we were going to be outgunned," says Morris. "But we were f***ing clever in not putting all our money against kids' programmes and BARB figures bore that out -- they showed we were just below Nintendo in terms of ratings delivered, even though we had spent around 40% less."

Morris then claims that when Nintendo saw the figures it initiated a conversion worthy of St. …

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