Sega plays synergy game with 'Bleach'

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Looking to leverage the growing popularity of anime, Sega is bringing out two games based on the animated TV series "Bleach," seen on Adult Swim and set to debut this year in Europe.

"Bleach: Shattered Blade" will be available on the Nintendo Wii, while "Bleach: The Blade of Fate" is for Nintendo's DS portable system.

"Bleach" has been a solid ratings earner in the U.S. and begins its second season in the fall. Rob Lightner, vp business development at Sega of America, suggested the games should appeal even to people who haven't seen "Bleach" on the small screen.

"A gamer can learn about the characters in the series by playing the game, and if they are already familiar with the 'Bleach' TV series it will make the game play experience even richer," he added.

Sega has been moving aggressively in recent years to leverage content from other entertainment media. The publisher is coming out with games for the holiday season based on the book "The Golden Compass," which also is a highly anticipated New Line film staring Nicole Kidman and Daniel Craig.

"We also have games in the works based on licensed characters from Marvel such as Iron Man, the Incredible Hulk, Thor and Captain America," Lightner said. "All of these games will benefit from huge fan bases that love the characters they have followed for years, and are now eager to take control and drive the experience personally."
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