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Sega takes UK Dreamcast to under £100

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Sega has cut the price of Dreamcast consoles in the UK. This morning, it knocked 50 quid off the current price, bringing the RRP down to £99.99.

The cut follows moves by Sega to slash prices in the US and Japan as the company attempts to sell-off all its unsold consoles while it runs down production. The company will stop making any new Dreamcasts next month.

The cut should grow Sega's installed base, still important despite the decision to get out of the hardware business since it's new software-only strategy is predicated on continuing sales to Dreamcast owners to help fund the company's coding efforts on other platforms.

Certainly, it believes that, at £99.99, the console is priced as an impulse buy.

Sega describes the cut as a sign of "the company's commitment to the Dreamcast platform for the forthcoming year". We're not sure that it does. Rolling out lots of new software, yes; introducing 'giveaway' pricing, no.

The new price cut will be promoted with a major ad campaign targeting the trade, gamers and consumers. It is expected be followed with the launch of a budget games line, again a sign of Sega's desire to target the more casual gamer. ®

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