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*SAN FRANCISCO & LONDON *(January 10, 2008) – SEGA® Corporation today
announced an exclusive partnership with International Sports Multimedia
(ISM), exclusive licensee of the International Olympic Committee (IOC),
to develop /Beijing 2008™ - the Official Video Game of the Olympic
Games. /The game is being developed by Eurocom Entertainment Software
for the Xbox 360® video game and entertainment system,/ /the
PlayStation®3 computer entertainment system, and for the PC. The online
functionality of all three platforms will ensure that for the very first
time, fans of the Olympic Games will be able to experience the thrill of
competing against other gamers across the globe in the world’s greatest
sporting event. /Beijing 2008/™/ – the Official Mobile Phone Game of the
Olympic Games/ is also in the works and will be available summer 2008.

/Beijing 2008™/ will be an authentic simulation of over 35 events from
the upcoming Beijing 2008 Olympic Games and will allow gamers to
experience the thrill of competing in many of the official venues
ranging from the famous Beijing National Stadium (the “Bird Nest”) to
the National Aquatics Center (the “Water Cube”).

In addition, /Beijing 2008/™ will incorporate innovative control schemes
that allow novice gamers to learn how to play the game, while providing
experienced gamers the chance to set new records. Through the addition
of superb online gameplay and a variety of game modes never seen in an
official video game of the Olympic Games before, /Beijing 2008/™ will be
the new benchmark for the sporting genre and truly allow gamers to
experience the “Olympic Spirit.”

“/Beijing 2008/™ will set a new standard for sports games in this
genre,” commented Hugh Binns, Director of Eurocom. “With a huge number
of events, innovative control schemes to benefit new and experienced
gamers, online multiplayer modes providing hours of entertainment and
stunning high definition graphics, /Beijing 2008/™ will be a fantastic

“SEGA has truly embraced the spirit of the Olympic Games first with the
launch of /Mario & Sonic at the Olympic Games™/ and now with the
official video game for the Beijing 2008 Olympic Games,” said Don Mesa,
Marketing Director of SEGA of America. “The addition of online play in
an Olympic title revolutionizes the franchise and has brought the scope
of international competition to the gamer at home for the first time.”

“Extending our relationship with SEGA to include the Official Video Game
of Beijing 2008 strengthens the opportunity to build upon the success of
/Mario & Sonic at the Olympic Games/. We feel certain that SEGA will
further the success of /Athens 2004™/, thereby delivering what will be
an outstanding, quality gaming experience”, stated Raymond Goldsmith,
Chairman and CEO of International Sports Multimedia.

Boasting over 35 events, an authentic look and feel, superb online
gameplay uniting gamers across the globe, brand new control schemes and
a variety of game modes never seen in an official video game of the
Olympic Games before, /Beijing 2008/™ will be the new benchmark for the
sporting genre and truly allow gamers to experience the “Olympic Spirit”.

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/Beijing 2008/™ for Xbox 360, PlayStation 3 and the PC is set for
release in the summer of 2008. For further information please go to
www.olympicvideogames.com . For all
press assets please visit http://segapr.segaamerica.com.

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*_About SEGA Corporation:_*

SEGA® Corporation is a worldwide leader in interactive entertainment
both inside and outside the home, encompassing consumer business,
amusement machine sales and amusement center operations. 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® Corporation's Web site is located at
http://sega.jp .

/*/_About ISM:_/*/__

ISM is active in managing and developing entertainment software
applications. In addition to the exclusive interactive entertainment
software rights ownership of the Olympic Games, ISM is one of the
world's leading providers of sports fantasy games, particularly
specializing in the football/soccer sector. Visit the company's website
at www.ismltd.com

*_About Eurocom Entertainment Software:_*

*/Beijing 2008™/* is being developed by Eurocom, known for their
previous work on the official video games of Pirates of the
Caribbean, Batman Begins and Athens 2004™. Eurocom was founded in
1988 and has evolved into a world leading developer of cutting-edge
console games based on high profile franchises and movies. Eurocom's
development team comprises of 280 highly experienced and talented
staff, based in Derby in the UK. Further information on Eurocom can
be found at http://www.eurocom.co.uk.

TM IOC / 36USC220506. Copyright (c) 2008 International Olympic Committee
(“IOC”). All rights reserved.**

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