Bayonetta

FOR IMMEDIATE RELEASE

SAN FRANCISCO (September 2, 2009) – SEGA® of America, Inc. today announced a contest to find a real life BAYONETTA™ on Maxim.com, the digital counterpart to Maxim, the largest young men’s lifestyle magazine in America. SEGA is looking for the one girl who best captures the style and attitude of the heroine of PlatinumGames’ upcoming action game.

Bayonetta already promises to be the most distinctive videogame star of 2010 whose long flowing hair is as lethal as the guns in her ankle holsters. Her unique look, combined with the acrobatic nature of her attacks, provide the ideal attributes for an aspiring model to bring Bayonetta to life. The winning contestant will be spotlighted on Maxim.com and receive a Xbox 360® video game and entertainment system from Microsoft, a 50 inch Panasonic TC-P50X1 HDTV Plasma TV and a copy of BAYONETTA for the Xbox 360®.

“Bayonetta is lethal – she’s beautiful but brutal. We’re convinced she will stir up the Maxim readers.” said Sean Ratcliffe, Vice President of Marketing, SEGA of America, Inc. “We can’t wait to see the Maxim.com audience rise to the challenge of trying to find us a real life Bayonetta.”

Entrants must be 18 years or older and a legal, female resident of the United States or Canada. All photo submissions must be received by September 30, 2009 to be eligible for consideration. Maxim, SEGA® and PlatinumGames will select the entrants for the online voting gallery and fans will vote on the top entries at Maxim.com from October 1 to October 23, 2009. PlatinumGames will factor in all of the responses to determine the Grand Prize winner. The winner will be announced on October 29. For the official rules with complete entry, eligibility, prize and other details, visit: www.Maxim.com/Gaming. NO PURCHASE NESESSARY TO ENTER OR WIN. VOID WHERE PROHIBITED. Odds of winning depend on the number of eligible entries received.

BAYONETTA is being developed for SEGA by PlatinumGames, the Japan-based independent video game development company that recently took the video game and art world by storm with the visceral and distinctive MadWorld™. Following that critically-acclaimed title, BAYONETTA is a stylistically unparalleled action game that stars an ancient huntress named Bayonetta who uses body, wepons, and supernatural power to obliterate demonic enemies.

BAYONETTA™ is slated for release in January 2010 for Xbox 360® and PLAYSTATION®3 computer entertainment system.

About SEGA of America, Inc.

SEGA® of America, Inc. is the American arm of Tokyo, Japan-based SEGA Corporation, a worldwide leader in interactive entertainment both inside and outside the home. The company develops, publishes and distributes interactive entertainment software products for a variety of hardware platforms including PC, wireless devices, and those manufactured by Nintendo, Microsoft and Sony Computer Entertainment Inc. SEGA® of America’s Web site is located at www.sega.com.

About PlatinumGames

PlatinumGames Inc. is an independent entertainment development studio located in Osaka, Japan and is dedicated to making high quality, next generation games for a variety of hardware platforms. Previously established as ODD Ltd. in February 2006, the company changed its name to ODD Inc. in July 2006. In October 2007, ODD merged with SEEDS Inc., a company established by ex-key members of Clover Studio Co. Ltd, a subsidiary company of Capcom. Thereafter the company changed its name to PlatinumGames Inc..

About Maxim

Maxim is the largest young men's lifestyle magazine in America reaching more than 13 million readers each month. Maxim Digital encompasses Maxim.com, Blender.com and Stuffmagazine.com and reaches more than 3 million unique visitors each month. Maxim is published in 43 countries; Maxim Radio with Covino and Rich is broadcast on Sirius XM Satellite radio.

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Contact:

Chase

Media Relations Director

Access Communications for SEGA® of America, Inc.

415-844-6289

chase@accesspr.com