History of Sega in Sweden

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History of Sega in Sweden
Official Sega distributor(s): Dennis Bergström Elektronik (1987-1990), Brio (1990-2002), Pan Vision (2003-2014), Koch Media (2014-present)

Dennis Bergström Elektronik released the Sega Master System in Sweden in 1987. As early Sega Master System games did not include Swedish in the instructions Dennis Bergström included separate Swedish language instruction inserts for many games. Later European releases would include Swedish as standard.Brio took over distribution in 1990 and immediately began selling Sega Master System consoles, but the focus was on introducing the Mega Drive to Swedish market. The operations were then transferred to its wholly owned subsidiary PlayMix, and Anders Hallberg apointed as its CEO. Other key persons for Sega in Sweden were, PlayMix Marketing Manager Stefan Lampinen and Product Manager Roger Jönsson.

The Sega Mega Drive was presented for the first time to Swedish consumers in the spring of 1990 at the BRIO's Toy Fair, with subsequent demonstrations in other fairs and events, as the Saturday, September 27th 1990 demonstration at the Gallerian Shopping Center in Stockholm. PlayMix would remain Sega's distributor in Sweden until the release of the Sega Dreamcast, by which time they had expanded to become Sega's distributor for the whole Nordic region.

In 2003 in the Scandinavian countries the company Pan Vision became the distributor of Sega. In 2014, the company Koch Media became the sale of games as in most countries of Western Europe.

In 1996, TCI's technology group got the rights to distribute Sega Channel in the Scandinavian countries, but we do not know anything about launching this service in Sweden.