Dreamcast will be distributed by Gem

Gem have won the contract to distribute Sega's Dreamcast to the independent retail trade as well as multiple retailers who require individual storefront distribution. Do you give a fig? Well, Gem will not only distribute the Dreamcast, they also have to come up with imaginative marketing strategies. Anyway, apparently they've got a decent 'rep' with the trade.

"Our goal was to select the best distributor for our retail partners," said Sega's UK managing director, Mike Sherlock. "In Gem we have a company with the vision and approach to complement Dreamcast's next-generation position. They join the game with first class customer service, innovative marketing programmes and great commitment".

Gem Distribution's Paul Donnelly added: "We have some aggressive marketing plans up our sleeves and we are committed to ensuring that all our partners in the retail channel will share in Dreamcast's success".

Dreamcast launches on September 23.