SEGA Partners with Deep Fried Entertainment to Develop for the PSP

September 18, 2006

SEGA Partners with Deep Fried Entertainment to
Develop for the PSP

SEGA® of America, Inc., SEGA® Europe, Ltd., and
Deep Fried Entertainment® today announced a partnership to create game content
for the PSP. Based in Vancouver, Canada, Deep Fried Entertainment is an
independent development studio launched in June 2005 by five industry veterans
who have been key team members on such titles as Need for Speed: Underground 1 &
2, NFL Gameday, and Baldur’s Gate.

"SEGA understands the handheld market like few
other publishers," said Deep Fried Entertainment Chief Operating Officer Brenda
Bailey. "This understanding of the market, coupled with SEGA’s deep respect for
creativity and innovation, makes the company an ideal partner for our team."

"Deep Fried Entertainment brings a unique blend
of talent and expertise to the table," said Simon Jeffery, President and Chief
Operating Officer, SEGA of America, Inc. "This agreement reinforces our
commitment to establish strategic partnerships with top development talent in
North America."

The deal is the latest in a string of similar
announcements from SEGA that underscore the company’s increased emphasis on
Western content development. Previously, SEGA announced partnerships with
developers Silicon Knights, Bizarre Creations, Obsidian Entertainment, Monolith
Productions (Condemned: Criminal Origins™), Planet Moon Studios and Pseudo
Interactive (Full Auto™). SEGA has also acquired development studios The
Creative Assembly (Total War series), Secret Level and Sports Interactive
(Worldwide Soccer Manager™ series).