Sega of America has appointed former Electronic Arts veteran Linda Chaplin to lead the company’s mobile gaming expansion in North America reports GameDaily today. Sega is looking to “become a serious player” in the mobile arena in the West, as the company already has a large mobile gaming business in Japan and Korea. In the last year Sega’s console software business has shifted toward a greater focus on Western markets. Chaplin will serve as vice president of Sega Mobile, and oversee operations for North, Central and South America, including the management of operations that were previously directed by Sega of Japan. These include product development, sales and marketing of existing and future mobile content.