Gamedaily.Biz - Interview: Simon Jeffery on Sega's Reinvention

Gamedaily.Biz writs: Once the No. 14 video game publisher, Sega has climbed to No. 6, with much of the credit going to Sega of America president and COO Simon Jeffery and the strategy of licensing properties like Iron Man.

It's no mean feat powering up from being video game publisher No. 14 in 2004 to becoming the industry's sixth largest third-party publisher today. But Sega of America is tasting that success. Industry analysts credit its president and COO since 2005, Simon Jeffery, as the force behind the company's struggle to reinvent itself.

In fact, come May 2, when the Marvel Enterprises-produced Iron Man blasts into movie theaters, Sega is counting on the day-and-date release of its video game version to inject even more life into what was once a very anemic portfolio.

"Historically, Sega hasn't been part of the license business," explains Jeffery. "But we felt that in order to gain market momentum, we absolutely needed to have big game-appropriate movie licenses under our belt."

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