Sega has plenty of money for E3. They just have no relevant games to show there, so they just had Atlus set up a booth for their own stuff.
They seem to have a booth at Gamescom judging by the event's website, which makes sense given they have Total Warhammer ramping up marketing and are about to unveil Dawn of War 3.
Ah, hopefully that "Atlus has shown us" stuff isn't all just lip service.
Almost forgot about Total Warhammer. Sweet Jesus can't wait.