Sega makes no issue of the fact that it is going to be aggressively developing outside its current guise of video-game manufacturer. It have recently made a start by developing products in-house with Ford Racing Full Blown and has other projects in the pipeline. The spares business, which is due to commence in the coming months, will add another string to its bow, of which more are promised.

Paul Williams, Sega’s head in Europe, commented: “For the past five years, Suzo has offered an excellent service in supplying Sega spares, for which we thank them greatly. However, time has come to bring this in-house and make Sega a one-stop shop for its customers.”

“Increasingly these days, the types of product that Sega produce are more involved than previously and lend themselves to deserve more after-care, often on a marketing front, so the contact with Sega doesn’t end once a machine is delivered. Taking the spares capacity into this is a natural progression of maintaining a closer and more encompassing link with our customers”, commented Sega’s Justin Burke.

Peter Murphy brings with him 26 years’ industry experience, including the last 14 at Brent Electronics. His initial targets are going to keep him busy as soon as he joins, as the business is to be set up from scratch.

This includes staff recruitment and system and procedure implementation among others. A key role will be to build trade relationships thereafter and develop the product range into other areas.

Williams ended by welcoming the new member and saying: “Peter joins Sega on September 1 and we are all delighted to have his experience as part of our team. He will be a part of our new bigger picture and it is important that he already knows many people in the industry and has the contacts to get the new business started quickly.”

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