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SEGA Purchases Game Developer The Creative Assembly

Creators of Total War (March 10, 2005)

SEGA of America, Inc. today confirms that SEGA Europe Ltd has acquired The Creative Assembly, the hugely successful UK and Australian-based development team founded by Tim Ansell in 1997. The Creative Assembly team has produced a catalogue of hits, most notably the award winning Total War franchise.

   This agreement to purchase CA - a unique group of talented developers with an award-winning, global reputation - represents SEGA's first acquisition since it became a third-party software publisher. SEGA of America plans to publish the CA-developed Spartan: Total Warrior this year and work in hand with SEGA Europe to support the studio in the development of the Total War franchise in addition to ambitious new ventures and next-generation technologies.

   "This acquisition is direct evidence of SEGA delivering on its strategic objective to strengthen our emphasis on the western market," said Naoya Tsurumi, CEO of SEGA of America and SEGA Europe, Ltd. "As our first developer acquisition in the west since we became a third party publisher, it clearly demonstrates that we have set our sights on working with the very best talent in the industry."

   "Acquiring such a well respected and talented company as The Creative Assembly is a huge boost to SEGA, we are thrilled to be working with a development team renowned for its quality and highly commercial products," said Mike Hayes, President & COO of SEGA Europe. "This acquisition underscores our plans to focus on continued growth of development in Europe. We are selectively building a portfolio of triple A titles to fulfill our objective of becoming a world-wide leading force within the gaming industry."

   "We are delighted to have signed with SEGA, a company which we quickly realised shared our creative vision and appreciated our ambition to not only enhance stability but also position ourselves for future growth as a developer," said Tim Ansell, Founder and Managing Director of The Creative Assembly. "SEGA has an extremely impressive plan which will take shape throughout the coming years, and this is something which we were very eager to be a part of."

   The first CA title to be released as a result of the acquisition will be Spartan: Total Warrior. This epic action game brings the battlefield to life in tremendous scale, offering up vivid combat effects, explosions, blazing flames and destructible buildings. Spartan: Total Warrior for Sony PlayStation(R)2, Microsoft Xbox(TM) and Nintendo GameCube(TM) is slated for release in September 2005. 

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