SAN FRANCISCO. Sega of America has appointed Charles Bellfield to
the new role of communications director in preparation for the September
launch of its Dreamcast games console.
Bellfield joins Sega from its strategic technology partner NEC
Electronics, where he was brand market manager for multimedia
technologies and products.
He reports to senior vice-president of marketing Peter Moore.
’The marketing department was downscaled after the withdrawal of the
Sega Saturn at the beginning of 1998. The marketing department was
reshuffled and enlarged in early 1999,’ said Bellfield.
Bellfield’s remit covers both North and Latin America. He replaces Lee
McEnany Caraher, who was vice-president of marketing and reported
directly to Bernie Stolar, president of Sega of America. McEnany Caraher
is now senior vice-president of the Weber Group, based in San
Bellfield’s main task will be to oversee a budget in excess of pounds 3
million for the launch of the new console. The budget is to last until
The restructuring comes at a critical juncture for the number-three
ranked gaming company, which is seeking to regain ground on Sony and
Dreamcast is seen as the product that will either make or break Sega’s
future. The console’s launch budget as a whole is expected to exceed
pounds 60 million.
Dreamcast’s roll-out PR, which is being handled in conjunction with
Access Communications, includes everything from consumer events to