Mike Hayes was involved in the localization of
StarCraft at
Blizzard Entertainments in 1998. From 2002 to 2003, he was credited in various
Codemasters games for a role in public relations. In 2005, Hayes became president contributing to the company's reinvention from a hardware maker to a third-party games publisher. In his tenure as COO of SEGA Europe, he was credited for restoring SEGA's dominance in Europe by setting up the now-defunct
Sega Racing Studio and acquiring video game studios
Creative Assembly and
Sports Interactive. In June 2009, Mike Hayes replaced
Simon Jeffery as President of Sega of Europe & America. He remained Sega's president until June 2012. == References ==