History of Sega in Mexico

From Sega Retro

History of Sega in Mexico
Official Sega distributor(s): DISAM S.A. de C.V. (≥1990-199x), Sega Mexico (1993-2014), Latam Games (2012-present)

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The videogame industry in Mexico is largely unknown, although it began in the mid-1970s and has led to companies like Elpro, Novedades Electronicas S.A with NESA pong consoles created by Mr. Morris Behar considered as the father of videogames in Mexico in that country, based on the pong games of Atari 1972. Also mention to Evoga entertaiment that has collaborated with the development of games for SNK Neo Geo. However, it is also known that, as in South America, the piracy of video games was very abundant with the NES/Famicom, especially in the early 90s.

DISAM S.A. de C.V.

Around 1990, Sega started distributing its consoles through Distribuidora De Articulos Modernos S.A. de C.V. which took the name of Sega De Mexico. Sales of the Sega Master System console began with advertising on TV in American commercials with a Spanish voice by Rubén Moya. The games could be purchased at the Videocentro store, which used the Escuadrón Videocentro Sega slogan in its advertisements. The Genesis, Game Gear, and Master System II were released next. All consoles were imported in the NTSC system. It is worth mentioning that many of the Sega games in Mexican territory were the US versions, however when the Master System arrived, titles in Spanish imported from the PAL versions were also distributed to save costs. In 1992, DISAM sponsored Vídeo Aventuras: Gamesa con Sega.

Sega products did not gain popularity in Mexico. One of the main reasons was competition from Nintendo represented here since 1989 by C. Itoh/Itochu with full support in Club Nintendo magazine. Itochu successfully advertised and sold Nintendo products in Mexico thanks to the low price. The problems with Nintendo in Mexico began with Gamela, which had been a distributor since 1996.[1] Before that, however, Nintendo dominated the Mexican market with Super Nintendo and Genesis was not very popular in that country. Still on the Sega Genesis Mexicans had titles exclusive as Chavez II that included a Spanish translation that was actually the Mexican version of Boxing Legends of the Ring something strange because Chavez II was conducted by the magazine Club Nintendo Mexico who Chavez conducted for Super Nintendo case of competition was the publisher SEGA.

Sega México

In 1993, Sega of America established Sega of Mexico, a Latin American marketing and distribution wing.[2][3]The new representative continued to work with DISAM. Enrique Carlos Gaytán Braun (Executive Vice - President of DISAM from 1998-1998) appeared in the Y USTED ... ¿QUÉ OPINA? from July 6, 1993, where it argued that Sega products, including the new Sega CD, are better than the competition. It is not known when DISAM ended cooperation with Sega, but it is known that it was still distributing Sega 32X and probably Saturn. Sega of Mexico was selling Saturn and Dreamcat for sure and other PC games. The last activity of the Sega Mexico was reported in 2014.[4]

Latam Games

Latam Games distributes Sega games in Mexico from 2012[5]. The company also cooperated with NC Games[6]. Due to Mexico adapting its rating system in 2021, new and existing SEGA titles were being reprinted with the newly-adapted Mexican rating system in place instead of the ESRB system used in the US and Canada.


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