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SEGA/SONY TO RELEASE NEW VIDEO GAME TO THE U.S.
Published May 11, 1995
At the Electronic Entertainment Expo in L.A. yesterday, Sega of America announced that they will begin shipping its "next- generation game player, called Saturn, in the U.S. immediately." The move is a "pre-emptive attack in the war for video-game supremacy," according to Jim Carlton in this morning's WALL STREET JOURNAL. The move will put Saturn on the shelves "nearly four months sooner than they had previously announced and far ahead of new systems from rivals" Nintendo and Sony. Carlton writes the move is "certain to put pressure" on Nintendo and Sony as they battle Sega over the new 32-bit and 64-bit game market. The new systems are expected to "revive the flagging video-game industry" by offering more realistic animation. Sega's introduction of Saturn comes at a "crucial juncture in the industry," as sales of the older 16-bit machines are down 40% this year and overall U.S. video game sales projected to fall about 5%. Sega will launch a $50M ad campaign, its most expensive ever, to promote Saturn with the slogan "It's Out There." Saturn will sell for about $350-450 (WALL STREET JOURNAL, 5/11). Also at the Expo, Sony announced its first move in the video-game business by previewing the U.S. launch of PlayStation on Sept. 9. The PlayStation runs games on CD-ROM and uses the faster 32-bit microprocessor (Mike Langberg, SAN JOSE MERCURY NEWS, 5/11).