Sega Europe found a new partner for distributing its games in UK and Ireland in Gem Distribution Ltd, with the task of selling games to independent retailers.

Gem and Sega already worked together for the launch of the ill fated Dreamcast and their relationship was very good, so this arrangement came along very naturally, with mutual satisfaction.

"We are delighted to be renewing our links with SEGA and look forward to helping them bring their global brands to the UK market place." Said Paul Donnelly, Managing Director of Gem Distribution Ltd.

"Gem proved to be a very valuable partner during Sega's Dreamcast days, and never complacent in their commitment to SEGA" stated Mike Sherlock, executive Vice President for sales and marketing at Sega Europe "their passion and dedication to improving their own very high standards makes them an ideal partner for our new software business."