Sega Enterprises announced Monday that it sold all 150,000 Dreamcast units in the first shipment of systems which landed at Japanese retailers Friday. Had the supply of Dreamcast hardware been higher, there's no doubt that Sega could have sold more. But admittedly, the launch in Japan is weak, with only one shining example of what the system can really do (Virtua Fighter 3tb).
A Sega spokesperson told Reuters that those who bought Dreamcast systems also bought (on average) two additional games and peripherals, bringing the total to about 40,000 to 50,000 yen ($325-400). The system itself retails for 29,800 yen (about $240).