Sega CEO Haruki Satomi addressed the $200 million impairment write-down recorded for Rovio in Q3, acknowledging the company relied too heavily on local management following its $776 million acquisition. A key issue was Rovio's Beacon platform, designed for free-to-play casual games, which proved incompatible with Sega's core-user mobile titles. Satomi also admitted Sega is lagging in digital sales and data-driven marketing, and outlined plans to restructure its publishing organization from a regional model to a unified global strategy, shift to IP-based marketing, and improve its ability to convert quality game development into higher unit sales.
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