Mike Hayes is to add USA responsibilities to his existing Euro role at Sega, becoming overall head of what is effectively 'Sega West'.

An official announcement is expected to eventually follow this morning's news that erstwhile Sega of America president Simon Jeffery has switched to Ngmoco.

Hayes is COO (chief operating officer) and president of Sega Europe. MCV can reveal that he will now become the same for Sega of America, with full responsibility for operations and development.

The US operation has similar turnover to Sega Europe, but arguably fewer established brands and more potential.

Hayes will oversee control and direction for the North American studios, looking to further accelerate the Japanese company's impressive international growth.

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An ELSPA board member, Hayes is an activist for the UK games industry's trade body and already ranked as one of the most influential British games executives.

His dual role in Europe and the US seems a logical step, whilst prior re-organisation means that Sega is well covered, following Alan Pritchard's recent promotion to European managing director.

John Clark was also recently appointed UK managing director and there has been a general strengthening of the UK marketing team.