History of Sega in Poland

History of Sega in Poland
Official Sega distributor(s): Nissho Iwai (1992-1995), Bobmark International (1996-1997), Lanser (1997-2002), CD Projekt (2003-2014), Cenega (2014-present)

The consoles started their existence in Poland with the Tele-Set GTV 881 produced since 1977 by Unimor. The fall of communist Poland in the September of 1989 led to the peaceful transition to the Third Polish Republic in the years that followed. No longer under strict political regimes and the wider sphere of influence from the Soviet Union, Poland was able to open its markets in the early 1990s, enabling the country to import luxary items (such as video game consoles) from elsewhere.

Nissho Iwai Corporation

First try (1992-1994)

Like many of its contemporaries, Sega didn't immediately create distribution channels across the former Eastern bloc. In 1991, in other parts of the world, the Blockout game by the Polish California Dreams and Logical Design Works studios was released on Mega Drive. It was the only Polish game for this system.

In early 1992, Sega made progress to enter the Polish market and Nissho Iwai Europe Plc, became Sega's agent in Poland. They began to create distribution network with purpose of distribution the Sega Mega Drive, Sega Master System I and II. Due to the small number of video games distributors, Nissho Iwai decided to sign deal with audio and video resellers and in that way they signed authorized distribution deal with two bigger companies like Brabork and ITI Corporation. Radioelektronik magazine reported that some of the games had instructions in Polish. In 1993, Nissho Iwai delivered to Poland Game Gear and Mega Drive II. They had competition in form of Pegasus (famiclone distributed from 1991 by Bobmark International), CDTV (distributed from October 1991 by JTT Computers), Atari Lynx (distributed from 1991 by JTT Computers), Rambo TV Game (Atari 2600 clones distributed from <1990) and Supervision (distributed by Datalux).

Unfortunately, the project was a big failure. The main reason for this was poor promotion based on advertising products mainly in Video and Audio magazines, which meant the lack of any reviews or commercials in Polish computer games magazines. Also, the general availability of products in the country was not satisfactory, so most of the people at the time, bought Sega consoles from abroad. Instead of Sega video games, much better advertised Pegasus console, became popular around the region.

Top Secret editors made in 1994 a poll which revealed that readers have the following consoles: CDTV-10%, Pegasus/Nintendo/Game Boy/Supervision-8%, Mega Drive/Sega-1%, Others-3%.

Print advert in Video Club (PL) #18: "03/1992" (1992-xx-xx) also published in:

• Video Club (PL) #19: "04/1992" (1992-xx-xx)

Video Club (PL) #22: "07-08/1992" (1992-xx-xx)

Print advert in Video Club (PL) #29: "02/1993" (1993-xx-xx) also published in:

• Video Club (PL) #30: "03/1993" (1993-xx-xx)
• Video Club (PL) #31: "04/1993" (1993-xx-xx)
• Video Club (PL) #32: "05/1993" (1993-xx-xx)

Print advert in Video Club (PL) #36: "09/1993" (1993-xx-xx)

also published in:

• Video Club (PL) #37: "10/1993" (1993-xx-xx)
• Video Club (PL) #38: "11/1993" (1993-xx-xx)
• Video Club (PL) #39: "12/1993" (1993-xx-xx)

Second try (1994-1996)

Pegasus

Bobmark International, Polish based company, in 1991 began distributing Pegasus consoles in the region - a clone of the Nintendo Famicom which also found success across the former Yugoslavian republics around this time. The Pegasus line would become the dominant console across Poland, however May 1994 saw a change in the law preventing Bobmark from selling another unlicensed system. They released new model called IQ-502 that wasn't based on one of the Nintendo consoles design and got rights to distribute unlicensed Famicom games that weren't associated with licensed games, hacks or bootlegs of existing games like Micro Machines from Codemasters or Little Red Hood from Sachen. This changes also caused interest of Sega and Nintendo who started talks with national distributors about selling their consoles. Bobmark wanted to slowly change it's profession from selling unlicensed to licensed stuff, so decided to participate in the talks.

Deal with Sega

In July 1994 Bobmark created a new company, trading as AGES ("Sega" reversed) specifically to distribute Sega systems. Nissho Iwai wanted to try again and chose a few Polish companies as authorized distributors to market Sega products in the country, that this time were not only audio and video distributors but also video game resellers. So far, we know the names of two such companies - AGES and Bemex. They began to distribute Sega Mega Drive alongside with Sega Master System II and Sega Game Gear. The products could be purchased from several well-known gaming retailers such as Bobmark, Discomp, Comat, CMR Digital, Hegatar and others with warranty service of Eltors Electronic. Original Sega consoles, like these produced by Nintendo, Atari and Commodore could be bought mainly in larger cities such as Warsaw, Wrocław, Katowice, Kraków, Poznań, Łodż etc. however, from month to month the number of stores selling consoles in other cities was constantly increasing..

Mega Drive clones

Typical clone that stole Japanese box art

Like in many other countries of Central Europe, video game piracy of Sega consoles was presence here as well. One of the first clones was Super Drive, distributed from October 1993 by Hegatar Computing. The price of this console ranged from 3500000zł — 4000000zł in late 1993-early 1994 (console, 2 pads and Sonic the Hedgehog), while the games could be bought for 500000zł — 1000000zł.

In the following months and years, another clones were brought to Poland such as Macro Drive (sold by ElektroTEL), High Quality (sold by E-Moll, Centrum Gier TV and Biwit), Hunt 16 bit (sold by E-Moll), Mega Drive 2 (Atlanta) (by F.A.V. Studio), MEGA+Plus2 Neon (by Biwit), Pro 16 Bit (by Biwit), KW-500 and others called simply 'Mega Drive' or 'Mega Drive 2'. Many owner were unaware of the bootleg nature of this clones and in later years said that they had Japanese Sega (due to box cover), wrongly thinking that this consoles were original.

Price of clones, depending on the model, number of control pads, games included in the set and reseller was usually around 250zł — 350zł, while bootleg games cost mostly around 40zł — 120zł. Systems were sold by smaller distributors and electronic shops, some even on flea markets or market stalls by sellers from the East (Russia, the Caucasus States etc.) who brought clones with games from their countries. Occasionally, people could come across famiclone reminiscent of the Mega Drive in a green box from Asian distribution which cost more than 140zł. Many smaller stores began to keep up with selling Famicom and Sega clones, until they began to switch for PlayStationafter mid-1996.

Sega Marketing and Power Pegasus

Power Pegasus

At the begining of 1995, Pegasus sales began to decline. Bobmark earned less and less, and in addition to the Pegasus and Sega counterfeit, more and more powerful consoles such as Super Nintendo, Nintendo Entertainment System and Game Boy (distributed from October 1994 by Entertainment Systems Poland and retail chain of 4 authorized distributors), 3DO (distributed from March 1995 by Discomp), Amiga CD32 (distributed from August 1993 by Commodore Polandwhich distribution was taken over from October 1995 by APS and BI&K) and Atari Jaguar (distributed from December 1994 by ATAR System, which distribution was taken over in May 1995 by Mirage) were advertised.

The first sign of changes was saw in March 1995 when Bobmark announced Pegasus 16-bit on Play Box 95. Bobmark tried to promote consoles on biggest electronic fairs like Gambleriada I and mentioned earlier Play Box 95. In the meantime, Poland saw release of Mega CD II and Mega Drive 32X. More adverts about Sega began to pop up in comics and magazines. Poland also got releases of English versions Sega Pro and Saturn Plus by Hegatar Computing that cost around 20zł - 30zł. Release of Sega Saturn was moved due to news about console problems in the United States. Instead (and possibly with the blessing of Sega), Bobmark began selling the unlicensed Taiwanese-built KW-501 Mega Drive clone as the Power Pegasus. Released in the Autumn 1995 in preparation for Christmas and hoping to trade off a more successful brand, it too failed to catch on. Despite lower price than original Mega Drive, system was poorly promoted which resulted in his disappear among stronger competitors and poor sales. Original Mega Drive was still sold by Bobmark and it's further fate was described later in this article. It was also the last year in which Bobmark made a profit. If it comes to Console Wars of 16-bit video games, rivalry between Mega Drive and Super Nintendo in Poland, still continued in 1996-1998 (read Mega Drive situation on bottom).

The editors of Top Secret made a poll which revealed that in 1995, 28.6% of readers own consoles. This is the percentage of people who have the following consoles: Pegasus-38%, 16-bit and 32-bit devices (no dominant console) -30.7%, Game Boy-16%.

Print advert in Kaczor Donald (PL) #17-18.94: "17-18/1994" (1994-12-08)
also published in:

• Kaczor Donald (PL) #1.95: "1/1995" (1995-01-05)
• Kaczor Donald (PL) #2.95: "2/1995" (1995-01-19)
• Kaczor Donald (PL) #3.95: "3/1995" (1995-02-02)

If someone wants, we also send an offer for Sega products. in Pegasus advert in G.I Joe (PL) #26: "2/1995 Marzec 1995" (1995-xx-xx)
also published in:

• Wojownicze Żółwie Ninja (PL) #2/95 (1995-xx-xx)
• Bajtek (PL) #1995-04 (1995-xx-xx)
• Top Secret (PL) #37: "Kwiecień 1995" (1995-xx-xx)
• The Amazing Spider-Man (PL) #58: "4/95" (1995-xx-xx)
• Mega Marvel (PL) #7: "2/95" (1995-xx-xx)
• Batman (PL) #53: "4/95" (1995-xx-xx)
• Bajtek (PL) #1995-05 (1995-xx-xx)
• Top Secret (PL) #38: "Maj 1995" (1995-xx-xx)
• The Amazing Spider-Man (PL) #59: "5/95" (1995-xx-xx)
• G.I Joe (PL) #27: "3/1995" (1995-xx-xx)
• Batman (PL) #54: "5/95" (1995-xx-xx)
• X-men (PL) #27: "5/95" (1995-xx-xx)
• Transformers (PL) #24: "3/95" (1995-xx-xx)
• Bajtek (PL) #1995-06 (1995-xx-xx)
• Top Secret (PL) #39: "Czerwiec 1995" (1995-xx-xx)
• Bajtek (PL) #1995-07 (1995-xx-xx)
• Top Secret (PL) #40: "Lipiec 1995" (1995-xx-xx)
• Bajtek (PL) #1995-08 (1995-xx-xx)
• Top Secret (PL) #41: "Sierpień 1995" (1995-xx-xx)
• Bajtek (PL) #1995-09 (1995-xx-xx)

Print advert in Secret Service (PL) #29: "Listopad 1995" (1995-11-01)
also published in:

• Casper (PL) #4/95 (1995-xx-xx)
• X-men (PL) #34: "12/95" (1995-xx-xx)
• The Amazing Spider-Man (PL) #66: "12/95" (1995-xx-xx)
• G.I Joe (PL) #30: "6/1995" (1995-xx-xx)
• Batman (PL) #61: "12/95" (1995-xx-xx)
• The Adventures of Superman (PL) #61: "12/95" (1995-xx-xx)
• Tom & Jerry (PL) #12/95 (1995-xx-xx)
• Gry Komputerowe (PL) #24: "3/1996" (1996-xx-xx)

Bobmark

Saturn marketing

In early 1996 (likely January-February 1996), Bobmark got full exclusive distributor license from Sega Europe. On electronic fair called Play Box 96 that took place on March 1, 1996 they announced Polish release of Sega Saturn. Although the console could be bought from Bobmark's headquarters since then, full retail sales to other shops was start on May 10, 1996 at Gambleriada Wiosna 1996 fair where Bobmark also released Sega Rally (Saturn), Panzer Dragoon Zwei (Saturn) and Toy Story (Mega Drive). Poland was the second priority market among the former Eastern Bloc countries due to the second largest population in the region and the improving economy. The whole 1996 was marked by an aggressive advertising campaign in video game magazines and comic books against Sony PlayStation (which was released on January 1, 1996 by Lanser and in June 1996 taken over by Sony Poland). Sega's 32-bit console gained significant popularity in Poland, but was not as popular as PlayStation due to the higher price of gamesand no pirate software.

Initially, Saturn was 300zł cheaper than its competitor, but it did not last too long. In September 1996, the PlayStation price was reduced to 999zł. As part of the marketing campaign, it was announced that the Saturn at the Bobmark's headquarters and in Makro Cash & Carry stores will cost 999zł while in other stores, the console with the game Daytona USA will be available for 1198zł. Sony also lowered the price of games, which Bobmark decided not to. The difference was always about 20zł. System was heavily promoted during Gambleriada Jesień 1996 where the Bobmark section with Sega consoles was considered one of the best due to car from Sega Rally standing in front of stand. In this event Sega had special conference where promoted new games like Nights (which was heavily advertised from August), Virtua Cop 2, Fighting Vipers, Worldwide Soccer 97 and Virtua Fighter 3 with it's own dedicated tournament called Turniej Virtua Fighter 2. In the meantime Bobmark sponsored a new TV program called Escape which give them chance to broadcast ads for Sega consoles on TV.

Play Box 96 photo

Gambleriada Wiosna 1996 photo

Print advert in Secret Service (PL) #36: "Czerwiec 1996" (1996-06-01)
also published in:

• Gambler (PL) #31: "6/1996" (1996-xx-xx)
• Gambler (PL) #32: "7/1996" (1996-xx-xx)
• Gambler (PL) #33: "8/1996" (1996-xx-xx)
• Gambler (PL) #34: "9/1996" (1996-xx-xx)

Print advert in Secret Service (PL) #37: "Lipiec/Sierpień 1996" (1996-08-01)
also published in:

• Amiga Computer Studio (PL) #6/96: "Wrzesień 1996" (1996-xx-xx)
• Secret Service (PL) #38: "Wrzesień 1996" (1996-09-01)
• Gry Komputerowe (PL) #28: "9-10/1996" (1996-xx-xx)
• Amiga Computer Studio (PL) #7/96: "Październik 1996" (1996-xx-xx)
• PC Gamer Po Polsku (PL) #4: "Październik 1996" (1996-xx-xx)
• Secret Service (PL) #39: "Październik 1996" (1996-10-01)
• Secret Service (PL) #40: "Listopad 1996" (1996-11-01)
• Gry Komputerowe (PL) #29: "11/1996" (1996-xx-xx)
• Amiga Computer Studio (PL) #8/96: "Listopad-Grudzień 1996" (1996-xx-xx)
• Secret Service (PL) #41: "Grudzień 1996" (1996-12-01)
• Gry Komputerowe (PL) #30: "12/1996" (1996-xx-xx)
• Amiga Computer Studio (PL) #1/97: "Styczeń-Luty 1997" (1997-xx-xx)
• Amiga Computer Studio (PL) #2/97: "Marzec 1997" (1997-xx-xx)

Print advert in Gambler (PL) #35: "10/1996" (1996-xx-xx)

also published in:

• The Amazing Spider-Man (PL) #76: "10/96" (1996-xx-xx)
• Batman (PL) #71: "10/96" (1996-xx-xx)
• Gambler (PL) #36: "11/1996" (1996-xx-xx)
• Batman (PL) #73: "12/96" (1996-xx-xx)
• Gambler (PL) #37: "12/1996" (1996-xx-xx)
• Batman Black & White (PL) #1: "1/97" (1997-01-01)

Gambleriada Jesień 1996 photo

Mega Drive situation

Bobmark continued to sell Mega Drive II and Game Gear and tried to promote both systems, especially the first one. They also traded hardware and software remaining from AGES distribution i.e Mega Drive I, Master System II and Mega Drive add-ons, with games until stocks were exhausted. One of the marketing moves from Bobmark was adding Master System Converter for free to all remaining 8-bit games, which really pay off for 16-bit users. Mega Drive was doing better in Poland and ever since Sega said it would support the sale of Mega Drive in Eastern Europe, more local retailers have started trading the console. It can be said that since this year, 16-bit consoles have finally settled in Poland. This could be seen on the basis of magazines such as Secret Service, where in 1996, 20% of readers own consoles (PSX-5%, Pegasus-4%, CD32-3%, Jaguar-2%, Game Boy-2%, Rest-4%) and in 1997 already 27% of readers own consoles (PSX-5.7%, Game Boy-5.6%, Mega Drive-2.4%, Saturn-2%, CD32-less than 2%, SNES-less than 2%, Nintendo 64-less than 2%, Others-less than 8%). The representative of Bobmark assured at Gambleriada Jesień 1996 that the company is aware of the existence of a wide group of Mega Drive owners in Poland and will continue to support the console so that the owners don't have to throw it away. In middle of this year, Klub Sega was established by Tomel TV Games, two years before Nintendo Klub and PlayStation Klub.

The exact sales results of Mega Drive and Super Nintendo have never been given, but based on observations, it could be estimated that at the end, after all the problems, Sega won the 16-bit war in Poland and the numbers didn't include the many Mega Drive clones sold at the time. Sales of Sega consoles were unequal for all the time, which means that there are a regions where the presence of people with originals or clones was high, regions where buying a Sega console was a single choice, and regions where they were practically nonexistent.

One of the few elements of support by Sega was the purchase in January 1996 by TCI's technology group the rights to distribute Sega Channel in Poland. Although it is not known whether the service started in this country it is known from the annual reports that TCI owned shares in several Polish companies.

Leaving the market

In 1997, Saturn's advertising began to slowly disappear. The last big promotion was Wygraj Samochód z Sega Saturn (October 1996-April 1997) and last electronic fairs that Sega took part was Play Box 97 (February 1997) and Infosystem'97 (April 1997). This year stood under a rapid decline in the price of the console to adapt to the Playstation and Nintendo 64 (distributed from March 1997 by Entertainment Systems Poland and retail chain of 3 authorized distributors), with the price difference between Saturn and PSX games, despite the reductions, was always around 20zł. During the summer of 1997 there was no new console ads. In September, Bobmark, knowing that in the years 1996-1997 suffers big losses and Saturn lost battle with competition, decided to break the contract with Sega. Founders of Bobmark continue to sell Pegasus until 1999, when they decided to focus on established in 1993 drink producer Hoop company which began to make a lot of more money than consoles distributor.

Lanser

Return of Saturn

In October 1997, Lanser was chosen as the official exclusive distributor of Sega in Poland and already on Gambleriada V (October 24-26, 1997) it started the promotion of the Sega Saturn and reduced the price of the console to 699zł, which was 50zł less than the PlayStation. At this price, in addition to the standard set, people get a Voyager pad, a discount of 10zł on each title purchased in the shipment from Lanser, and for sending the registration card, they get 3 issues of the Neo magazine for free. Additionally, Lanser has released some interesting Saturn sets with additional games to choose from, at very attractive prices. Lanser also offered Voyager pad for free, for buying two Saturn games. Many magazines have Dlaczego Saturn ?! ad where, based on the story of a 16-year-old boy, it was explained why Saturn is a better choice than other consoles.

From 1998, some importers have started selling Sega Nomad.

Print advert in Secret Service (PL) #52: "Grudzień 1997" (1997-1x-xx)
also published in:

• Świat Gier Komputerowych (PL) #59: "11/1997" (1997-xx-xx)
• Gry Komputerowe (PL) #41: "12/1997" (1997-xx-xx)
• Świat Gier Komputerowych (PL) #60: "12/1997" (1997-xx-xx)
• Neo (PL) #2: "Grudzień 1997" (1997-xx-xx)
• Świat Gier Komputerowych (PL) #61: "1/1998" (1997-xx-xx)
• Secret Service (PL) #53: "Styczeń 1998" (1998-xx-xx)

Dreamcast

When Sega Dreamcast was released in Europe, none of the Polish distributors was selected due to Sega's intention to focus on the most key markets (UK, Spain, France, Germany). Only retailers who started importing consoles with games and accessories from Germany remained. Dreamcast cost 1,500zł and games 250zł thus retailers planned to sell at least 1,000 consoles in 1999.

On October 18, 2000, Lanser signed a contract with Sega for the distribution of Sega Dreamcast. The premiere was announced on December 1, 2000 at a starting price of 999zł and on this day the release of 45 games with the back of the boxes translated into Polish using self-made stickers. Number was increased to 49 games, and 20 new titles were announced by the end of the year.Polish version of Dreamcast Internet was announced for the third-fourth quarter of 2001. The late premiere was explained by the price of the console, which in 1999 was not favorable enough for Polish conditions.All these findings were further confirmed at the press conference held at the System 2000 fair.

During his lifetime, Dreamcast was called DeCek or Makaron (eng. Pasta) because of its logo.Sega had competition in form of PlayStation 2, distributed by Sony Poland and retail chain of 4 authorized distributors (one of them was Lanser) from November 28, 2000 (two days before Dreamcast), but console was extremely expensive costing 2699zł. Until March 2001, there were 15,000 Dreamcast console owners versus 1,000 PS2 owners in Poland.Around 10,000 units of DC was sold by importers until December 2000, and rest 5,000 units was sold by Lanser in December 2000 - March 2001 period. After reducing prices in March 2001 to 699zł, Lanser managed to sell over 10,000 consoles until September 2001. This month also saw another cut to 499zł which once again helped increase sales. The game piracy for Dreamcast existed in Poland and standard bootleg disc cost 20zł - 50zł and Russian bootlegs called Ruskie tłoki less than 100zł.

From February 2001, there was a plan to release a Dreamcast magazine called My Dream, but further details are unknown.

The only known Polish game for this system was Kao the Kangaroo.

Print advert in Click! (PL) #23-2000: "23/2000" (2000-11-09)
also published in:

• Click! (PL) #24-2000: "24/2000" (2000-11-23)
• Neo Plus (PL) #26: "Listopad 2000" (2000-xx-xx)
• CD-Action (PL) #55: "12/2000" (2000-xx-xx)
• Click! (PL) #25-26-2000: "25-26/2000" (2000-12-07)
• Neo Plus (PL) #27: "Grudzień 2000" (2000-xx-xx)
• Komputer Świat Gry (PL) #9/2000: "Grudzień 2000" (2000-xx-xx)
• CD-Action (PL) #56: "1/2001" (2001-xx-xx)
• Neo Plus (PL) #28: "Styczeń 2001" (2001-xx-xx)
• CD-Action (PL) #57: "2/2001" (2001-xx-xx)
• CD-Action (PL) #58: "3/2001" (2001-xx-xx)
• CD-Action (PL) #59: "4/2001" (2001-xx-xx)
• CD-Action (PL) #60: "5/2001" (2001-xx-xx)
• CD-Action (PL) #61: "6/2001" (2001-xx-xx)

Sega PC games (1996-2002)

From November 1996 to September 1997, Bobmark was responsible for the distribution of Sega PC games. After end of partnership, CD Projekt got license for a short time and released Manx TT Super Bike before Christmas 1997. From early 1998, the sale has been taken by Marksoft which promoted games in magazines and events like Gambleriada VI. The Sega PC games released by Empire as Xplosiv were distributed by Techland from 2001. When Sega began to port Dreamcast games for PC, IM Group released it in Poland in 2002.

Printed in PC Gamer Po Polsku (PL) #6: "Grudzień 1996" (1996-xx-xx)

Print advert in Gry Komputerowe (PL) #44: "3/1998" (1998-xx-xx)

also published in:

• Secret Service (PL) #55: "Marzec 1998" (1998-xx-xx)
• PC Gamer Po Polsku (PC) #19: "3/98" (1998-xx-xx)

Print advert in Click! (PL) #11-2001: "11/2001" (2001-05-24)
also published in:

• CD-Action (PL) #62: "7/2001" (2001-xx-xx)

Sega amusement machines

In the 80s places with arcade machines were quite rare in Poland. Instead, the barracks with arcade machines that traveled around various places become popular. Initially, they were part of the circuses, which is why some called them the Drzymała's wagon. In early 90s, arcade saloons began to pop up and it was even possible to see some very old machines like Periscope or Night Rider. Over the 90s, arcade machines became more widespread and one of the most popular games at the time was Outrun. Sega arcades were distributed from at least mid-90s by Deith Leisure Warszawa. Bobmark and Lanser presented some of the Sega machines at gaming events. Deith Leisure funded arcade machine to popular Polish shows like Czar Par. With the end of the era of arcade machines in the rest of the world, this fashion also reached Poland.

Nowadays, Sega arcades are distributed by Magic Play and Eurogames.They can be found in some shopping centers.

• 

  Barracks with arcade machines

• 

  Arcade center in the 90s with the game OutRun

• 

  Arcade machines at the Bobmark stand in 1996

CD Projekt and Cenega

In 2003, CDP became the exclusive distributor of Sega products. The cooperation lasted until 2014 in which the functions of the distributor were taken over by Cenega. This was due to problems in the CDP company.Cenega is still the official representative of Sega in Poland and throughout the Visegrad Group.