Sega (and UK) still not sick of Mario & Sonic

If Mario & Sonicat the Olympic Games were a cow, it would have udders forged from diamond-encrusted, solid gold. This metaphor particularly applies in the UK, where the Nintendo/Sega crossover has sold over 1.2 million copies, and Sega (the distributor of the game throughout Europe) isn't yet ready to stop yanking furiously on those udders.

Over six months after it launched in Britain, the game is still being advertised in prime time spots, such as during Saturday's final of Britain's Got Talent, which was watched by one-fifth of the UK (and which that dog should have totally won). And, with the Olympics due to start soon, Sega UK head honcho Alan Pritchard has promised that the company will continue to advertise the title "heavily," right through until the end of 2008.

So there you go, Brits: if you weren't already sick to the molars of the plumber and the hedgehog, you ain't seen nothing yet. In fact, Mario & Sonic could turn out to be the Wii's answer to Brain Training.

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