section:business

Despite hype, local retailers cautious about new Sega system

caption:The Associated Press Jeremiah Jones, of San Francisco, readied a store display of Sega Dreamcast videogame machines in preparation for the system's launch Thursday. Consumer anticipation for the 128-bit, Internet-ready system has reached record proportions with more than 300,000 people pre-ordering the $199 system.

Retailers are skeptical the Sega Dreamcast can create the kind of stir that sales records are made of.

"A line going all the way down," said Cathy Cornell, Kay Bee Toys assistant manager at West Ridge Mall. "No, it's not a Furby."

But the $199 Internet-ready video game, complete with a 56k modem and 128-bit architecture, already is winning the hype game.

Consumer anticipation for Dreamcast, which goes on sale Thursday, has reached record proportions. More than 300,000 people have pre- ordered the product, outstripping the previous record set by Sony Playstation in 1995 of 100,000.

Sega of America also expects to set a new record for the largest 24-hour retail sales period in the entertainment industry, bringing in nearly $45 million on Thursday. The current record holder is "Star Wars: The Phantom Menace" at $28 million.

The success was helped along by a $100 million advertising campaign that touts the system's souped-up graphics and "evolutionary capabilities."

"This is the first big jump in video game technology since the Nintendo 64 came out," said Matt Kennedy, Topeka Toys R Us customer service manager.

While playing on a Dreamcast machine at Electronics Boutique in West Ridge Mall Tuesday, Josh Beck said he plans to make the Sega Dreamcast a reality simply because "it's the new thing."

"Most of the (Nintendo) 64 games we've already beaten," said the 16-year-old Topeka resident. "We just need something new to play."

Some stores in other parts of the country are planning to open their doors at 12:01 a.m. Thursday to accommodate the expected crowds.

Topeka stores, however, aren't quite as eager, although Electronics Boutique and Kay Bee Toys will open two hours earlier than usual.

"In the gaming world, there's excitement every time a new game comes out," said Laurie Bauer, Best Buy spokeswoman. "There's anticipation of the latest and the greatest technology, and that's what you're seeing with this."

Still, it remains to be seen whether Sega can make a comeback with the Dreamcast. Sega's share of the U.S. video-game market has dropped to 1 percent from 60 percent five years ago. And the company still is haunted by its last foray into the video-game market with the Sega Saturn.

"The last system Sega that came out didn't really do too well," said Zach Smith, a 15-year-old Topeka resident. "I'll just wait to see what happens."

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