Sega tight-lipped over Dreamcast

SAN FRANCISCO: While analysts cheered Sega's decision last week to end production of its Dreamcast video game console to focus on software, the company's handling of the news left reporters puzzled.

SAN FRANCISCO: While analysts cheered Sega's decision last week to end production of its Dreamcast video game console to focus on software, the company's handling of the news left reporters puzzled.

SAN FRANCISCO: While analysts cheered Sega's decision last week to end production of its Dreamcast video game console to focus on software, the company's handling of the news left reporters puzzled.

As late as Wednesday, Sega of America's PR staff and its agency of record, Access Communications, insisted Dreamcast wasn't being jettisoned, even as officials at the company's headquarters in Japan admitted to the move. 'The lines got crossed as they often are when you have a global announcement that you are not driving,' said Access VP Jennifer Walker.

Sega is so far remaining tight-lipped about planned layoffs. But Walker claimed Access' status is unlikely to suffer as the company refocuses itself.



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