Citing fierce competition, Sega announced today that it will be ending service on Oshare Majo Love and Berry in mid September.

Oshare Majo (translated unofficially as Fashionable Witches) followed Sega's breakthrough Mushi King to the card gaming market in October 2004 and ended up becoming a sensation amongst young girls. The title spawned an apparel business, which has since closed, and saw a DS conversion that sold over a million copies.

The decision to kill off the title was made, according to Sega's PR department, due to competition with other companies in the card game field. Sega believes that the market has reached its peak. However, the company also noted that as the market is cyclical, it will continue developing games that target young girls.

Sega will stop sales and service of retail machines for the game. However, shop owners will determine on their own when to stop selling cards and remove the machines from their storefronts.