SEGA Begins Its Journey On The Road To E3

<b>SAN FRANCISCO & LONDON (April 24, 2006)</b> - SEGA® of America, Inc. and SEGA Europe Ltd. today announced its plans to take gamers on a virtual road trip on the "Road to E3". Starting on April 25, SEGA will announce new titles leading up to the first day of show at the 2006 Electronic Entertainment Expo.

SEGA has recently taken numerous steps to reaffirming its place as a leading publisher and developer of next-generation entertainment software. The acquisition of cutting-edge developers -- The Creative Assembly, Secret Level and Sports Interactive -- shows SEGA's support of next-generation development. SEGA's support of Nintendo's upcoming Virtual Console on the Nintendo Revolution system opens the door for younger gamers to experience SEGA's library of classic games.

"Recent additions to our organization in the form of strong developers have expanded upon SEGA's next-gen development prowess," said Scott A. Steinberg, Vice President of Marketing, SEGA of America, Inc. "Our 2006 E3 line-up clearly shows that SEGA's commitment to challenging creative and technological boundaries has never been stronger."

SEGA's "Road to E3" begins tomorrow at 12:01am Pacific Standard Time with the first announcement in its E3 line up. SEGA's E3 booth will be located in the South Hall, #946, at the Los Angeles Convention Center. Title-specific assets will be available on the SEGA FTP site to coincide with each announcement.

For information on the "Road to E3" please visit SEGA's official E3 announcement site: www.sega.com/e3. For additional screenshots and information on SEGA's upcoming titles, please visit: http://segapr.segaamerica.com.

<b>About SEGA of America, Inc.</b>
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.

<b>About SEGA® Europe Ltd.</b>
SEGA® Europe, Ltd. is the European Publishing arm of Tokyo, Japan-based SEGA® Corporation, and 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 Europe. The SEGA® Europe, Ltd. Web site is located at www.sega-europe.com.

<b>Contacts:</b>

Steve Groll
SEGA of America
(415) 701-4124
steve.groll@segaamerica.com

Lynn Daniel
SEGA Europe Ltd.
+44 (0) 20 8995 3399
DanielL@soe.sega.co.uk