Big ad boost for Sega

sega of Canada will increase its ad budget by 600% in 1993 compared with 1992, says the company's senior executive.Jeff McCarthy, vice-president and general manager of Sega of Canada, says his company will spend $6 million this year advertising its various...

sega of Canada will increase its ad budget by 600% in 1993 compared with 1992, says the company’s senior executive.

Jeff McCarthy, vice-president and general manager of Sega of Canada, says his company will spend $6 million this year advertising its various product lines.

The bulk of the support will be directed at Sega Genesis System, Sega’s 16-bit color video game, home entertainment system.

But the Japan-based company also markets a hand-held video game player, Sega Game Gear, and Sega CD, a compact disc cd accompaniment to the Sega Genesis System.

Last month, Sega added to its lineup with the introduction of the Virtual Reality Racing Car, an arcade game system the company says is the precursor to a new line of virtual reality products for the home.

Richmond Hill, Ont.-based Sega of Canada was established Jan.1 to handle the marketing of Sega products in Canada.

Before Sega of Canada, Toronto toy marketer Irwin Toy was responsible for Sega sales in Canada for seven years.

McCarthy says Irwin Toy’s media support for Sega in 1992 was $1 million.

According to McCarthy, Sega Genesis has 31% of the 16-bit home video game market, while arch rival Super Nintendo has 69%.

(Nintendo claims it has 75% of the market compared with Sega Genesis’ 25%).