via IGN

Sega Mobile hasn't exactly been a driving force in the North American mobile gamescape as of late, especially considering how they were seen as a Very Big Deal when cellphones went color and Super Monkey Ball made a splash on Sprint handsets. However, Sega made a big hire recently when Linda Chaplin joined the company as Vice President of Sega Mobile. Chaplin came from Electronic Arts, where she oversaw the software giant's mobile gaming initiative.

At Sega Mobile, Chaplin will oversee the mobile games business for the Americas -- South, Central, and North. Previously, the operations were handled by Sega of Japan, which helps explain why Sega Mobile's American presence has been so low-key with few releases, such as Sonic Jump or the classic platformer Wonder Boy. IGN Wireless was able to ask Chaplin about her new role at Sega Mobile and how she wants to drive growth in the sector and at her company.

IGN Wireless: What are the first three changes you want to make at Sega Mobile?

Linda Chaplin, Sega: Build an experienced and dedicated mobile publishing team and infrastructure to support the platform. Inspire creative thinking about the mobile platform possibilities throughout the Sega organization. Expand distribution.

IGN Wireless: Sega has an extensive catalog of IP, from Sonic to Samba de Amigo. How will you choose which IP should be extended into the mobile space?

Chaplin: Sega has some of the most recognizable brands in the videogame business, and in the short term, it will make sense for us to build on those in the mobile space. We must also be cognizant of the current capabilities of the hardware, which can help us determine which properties translate best to mobile phones.

IGN Wireless: To compete, how much does Sega Mobile need to look beyond Sega's back catalog and current IP library? NiGHTS may be huge with hardcore gamers, but not necessarily with the Bejeweled crowd.

Chaplin: Sega has the best vault of classic IP in the industry, and we plan to utilize all the gems in the vault to a point that makes sense given the demographic of the mobile gamers. Sega as a company is strategically expanding its title library, with new and innovative IP as well as top-flight licensed properties. It will be the same in the mobile space.

IGN Wireless: Mobile strikes me as a chance to test out new IP that could later be expanded into console or PC without breaking a quarterly result. Is there any movement in Sega Mobile to use mobile as a testing ground for new ideas and concepts?

Chaplin: The nature of the mobile platform lends itself to creativity and literally thinking outside the box. Sega of America is a company that has the vitality of a start up and the legacy of an industry icon with franchises spanning virtually all platforms. There is no doubt we will continue to expand on our brands and franchises, however, we continue to explore and create new game concepts for the console market and now the mobile platform.

IGN Wireless: In the announcement that you were going to Sega Mobile, the release specifically mentioned the need to create Western content for Western gamers. What would you say are the differences between North America and Japan or Korea?

Chaplin: Most of Sega's content catalog has broad cultural appeal; however, there are certain product categories that appeal primarily to this region. One great example comes from the recently acquired Marvel superhero licenses. We expect these to be big sellers in the West, and while they will appeal to some Japanese gamers, they won't be our biggest hits in that region.

IGN Wireless: You are overseeing not just North America, but Central and South America, too. What kind of content is best tailored for these territories?


Chaplin: Again, our top brands and franchises are known in these territories as well and our intention is to localize for the region.