We got the news last week that after a nine-year absence, Sega would again be setting up an Australian office. Well, they opened their doors yesterday, so I figured I'd pop in, see how the tea and biscuits were and have a little chat with new boss Darren Macbeth.

I start by asking what it was, exactly, that's lured Sega into making this antipodean comeback. Macbeth says it's a result of Sega's recent push to "westernise" their product range. More games that appeal to a western audience means more games sell in the west, including Australia (conveniently, the Creative Assembly team behind Rome: Total War is based in Brisbane). He also says that it'll help push both the brand and the games locally if, rather than having THQ market and publish their titles, through "direct representation in Australia" Sega can do it themselves.

Speaking of THQ, with the arrival of Sega on the scene a large chunk of their local business is now coming to an end. Any potential for a messy break-up? "We are very appreciative of the work THQ have done representing the SEGA product over the past few years", he says, "and it would be fair to say that without the great work they have done we would not be opening up here!". That's a no, then. The split is very amicable: Starting with Sega Rally, which is due in September, Sega will handle all new and upcoming titles. Any game that's already been marketed up to this point will still be handled by THQ until the end of the year, at which Sega will take over all their own stuff.

Most platform holders or publishers in Australia act as subsidiaries of the larger European divisions, mainly due to our shared PAL television standard. Would Sega be following suit, or would this be a more autonomous operation? "The local company will have a big say on how things happen moving forward and we intend on making a big impact here", Macbeth says. "Yes we are a subsidiary of our European parent and this gives us more power to use, and the ability to tap into, the great work our organisation has been doing in Europe, so all in all we have the best of both worlds". Not much new there, then. Shame.

I got a few more questions in, mainly concerning challenges the brand faces in the region in the wake of their exit from the hardware business and the slow, prolongued strangulation of the Sonic franchise, but got a whole load of super-optimistic PR fluff in response, so i'll spare you that.

One final interesting thing to note, though, is that Sega Australia are seriously aiming at becoming one of the region's top five publishers over the next "few years". Big claim, especially considering the tenure of their absence. Big claims come from big balls, though, so at the very least that warrants a "best of luck, Sega Australia"!.