Sega is getting into the summer Games action by featuring Olympic athletes in upcoming video games. The new Beijing 2008 Olympics video game which drops on June 24th, simulates over 35 Olympic competitions and some of them feature USA medal hopefuls Amanda Beard, Tyson Gay, Nastia Liukin and Reese Hoffa. Sega has released the game box art featuring the four aforementioned athletes.
Implications - Youth consumers are continually seeking to differentiate themselves from their peers. As a result, they seek out niche interests to express their individuality. Companies should consider other cultures as fodder for potential niche interests and doing so will foster a deeper connection with this highly valuable demographic.