Slashdot Mirror


The Evolution of Sega

Gamasutra is running an interview with Simon Jeffrey, Sega of America's CEO, discussing the gradual change of the company from a hardware manufacturer to a game publisher. Among other things, he talks about how the transition was intended to help keep up with rival manufacturers at a time when Sega was clearly falling behind. "We were on the cusp of the next generation, and on the cusp of Nintendo changing into a different company and opening up a new part of the market. So it felt like the time was right for Sega to reinvent itself. Really what I tried to do was ride that train and make the most of that point in time, bringing new people into the company and start building the kind of products that would get a leadership position in the next generation on the Wii and the DS, rather than just playing catch-up with everybody else, which is what we've traditionally done."

46 of 145 comments (clear)

  1. Nintendo to Sega: by ibanezist00 · · Score: 4, Funny

    All your blue hedgehogs are belong to us!

    --
    There are mountains to cross for those that are willing.
    1. Re:Nintendo to Sega: by An+ominous+Cow+art · · Score: 3, Funny

      A better headline might have been "The Sega Saga".

    2. Re:Nintendo to Sega: by negRo_slim · · Score: 4, Insightful

      All your blue hedgehogs are belong to us!

      I've read far greater histories of Sega told by far greater men within the company then this guy. Instead of waxing poetically into the failure that is today's Sega maybe he outta be down with the workers ensuring the next Sonic game isn't a critical failure as has become the norm. Hey we may see a lot of Mario, but by and large he is kept to games of acceptable quality. But hey maybe I'm just a little bitter, considering the company had the best hardware they could of ever asked for with the Dreamcast and yet it was a non-starter. Too much 'change' was the problem, to many add ons for core hardware that shouldn't have been neglected with such piss poor hardware releases. And here we have an article about more change from Sega... 9th time is a charm eh?

      --
      On the Oregon Cost born and raised, On the beach is where I spent most of my days
    3. Re:Nintendo to Sega: by twistedsymphony · · Score: 2, Insightful

      Sega has produced a few good games this generation, true that none of the Sonic games are among them but Sega is hardly failing. They might not garner the hype of a Halo or GTA but most of their current generation titles have solid sales with a decent following.

      Game like Condemned, and The Club are good, I just wish they'd do MORE games like that, most of their releases in the last year have been movie tie ins which isn't all that great for the one noble Sega.

      At least their modern versions of Sega Rally, Virtua Fighter, and Virtua Tennis have done those franchises proud.

    4. Re:Nintendo to Sega: by Toonol · · Score: 2, Insightful

      The truth be told, the company was failing and he wanted to save is ass. The bottom line is still the influx of cash.

      Which is commendable, and exactly what we want in an executive.

    5. Re:Nintendo to Sega: by PhotoBoy · · Score: 2

      I agree. Just as damning is that Jeffrey didn't even know if Yu Suzuki was working for Sega anymore! If Jeffrey doesn't even know if Sega's most prolific and successful game creator is still working for the company I find it hard to bother listening to what he has to say.

      Now if only they'd let Suzuki make more than one game in 5 years (Sega Race TV). And preferably that game would be Shenmue III.

  2. What's weird... by AKAImBatman · · Score: 4, Interesting

    ...is how all the animosity has gone out of the relationship between Sega and Nintendo. Not just in the corporate world (where most of it was blustering, anyway) but in the minds of consumers as well. When was the last time you heard someone say, "Sega is way better than Nintendo!" or "Nu-uh, Sega beats the pants off Nintendo!" Even when the Dreamcast came out, it was well received on both sides of the fence.

    Of course, the wussifying of Sonic the Hedgehog might have something to do with this. Considering that he's now portrayed as a "cute" character rather than "cool and edgy", this might have gone a long way toward changing the public's perception of Sega.

    1. Re:What's weird... by genner · · Score: 5, Insightful

      Considering that he's now portrayed as a "cute" character rather than "cool and edgy", this might have gone a long way toward changing the public's perception of Sega.

      It's hard to been as a edgy talking hedgehog when you have to compete with GTA.

    2. Re:What's weird... by Anonymous Coward · · Score: 3, Interesting

      Sonic's asshole 'tude was an American marketing invention. In "reality," the character has changed very little, other than the design reboot in Adventure.

      He has not been marketed as a "cute" character even in post-Adventure times in Japan, to any greater degree than any other game company mascot. Relatively speaking, Sonic hasn't been marketed at all; the interviewee in TFA acknowledges as much. Rather, SoA have simply stopped being advertising jerks, because they no longer have any reason (competing product) to do so. The American public's perception of Sega during the Genesis years is the real anomaly when you look at Sega's American marketing prior and since.

      Back to TFA, I think he's nuts when he says this:

      Nintendo has Mario, but they probably don't like the fact that people always associate them with Mario when they've got all these other games and brands and characters.

      I think he's projecting SoA's experience onto Nintendo. Unlike SoA, Nintendo has repeatedly been able to capitalize on Mario's recognition in Japan. Even here, being associated with Mario has never hurt NoA's image both because people recognize the quality of Mario games, and also because he has never been marketed in such a way that now seems passe' or distatsteful (unlike Sonic). I bet SoA really just laments the fact that Sonic games since the original trilogy have tended to suck more often than not, and that he now seems like an anachronism. They never protected Sonic's image, and now Sonic is a poor image of what Sega wants to be.

    3. Re:What's weird... by teslar · · Score: 2, Interesting

      When was the last time you heard someone say, "Sega is way better than Nintendo!" or "Nu-uh, Sega beats the pants off Nintendo!"

      I think that pretty much stopped when Sony entered the scene.

      Funny little related anecdote though... way back in the mid-90s when said animosity was going very strong with the Megadrive and the SNES fighting on the front lines, a French game magazine (I think it was Player One, but not sure) ran an April Fool's joke that was basically a 2 page article on how Sega and Nintendo were ending their rivalry and would henceforth be cooperating. The article came complete with (fake, obviously) screenshots of a new game featuring both Sonic and Mario (they basically pasted Mario into screenshots from Sonic and Sonic into screenshots from Super Mario World). Made us laugh a lot.

      Fast forward a decade and a bit though, and that joke has become reality. Who'd have thought at the time.

    4. Re:What's weird... by Moryath · · Score: 3, Interesting

      What's left to antagonize? Sega lost - and not just lost, but lost spectacularly, and then cheerfully admitted they lost.

      If you aren't in competition, antagonism tends to die. See the M$/$ony flamewars for today's animosity.

      As for the wussifying of Sonic... actually, if Sega would ever make a good, playable Sonic game again, they might generate a little bit of "competition". The last enjoyable Sonic game I played was Sonic & Knuckles on the old Genesis. The newer 3D-style "Sonic" games are anything but fun.

      You might also be interested in the trend away from mascots in general. I mean, check out this list; how many do you still REALLY identify with a particular platform? For that matter, has $ony ever managed to make a real mascot? Crash Bandicoot never caught on, and their biggest "properties" have forever and always been third-party games. Even old iconics like Megaman can't get much more than a slow death as they get to be the focus of mindless, boring "pokemon-alike" portable platform titles these days. In fact, I'd say that Nintendo is the only company that even invests much in the brand identity of its chosen mascots these days, and even they subject us to a shovelware title like F-Zero GX or Starfox Adventures for every Metroid Prime or Zelda:Twilight Princess they still deliver.

      Of course, the death of mascots has also accelerated with the lack of a pack-in game for most consoles and the lengthening of the development cycle. Part of what made Mario and Sonic so iconic was that their adventures were packed in with the consoles during the height of their formative years, and gamers could rely on at least one new, solid game a year. Now, we wait years between games, and some of the best titles are actually the "off-cycle" ones (look at the Paper Mario/Super Paper Mario series, which delivered a lot more fun with a lot less nuisance/annoyance time than the last two Mario64-alikes).

      Finally, the changing "strageties" kill it too - Master Chief *might* qualify as a mascot for the original Xbox, but not quite as much for the 360 (which has really sold best due to Xbox Live Arcade and the ease of getting downloadable content for games like Rock Band).

    5. Re:What's weird... by kestasjk · · Score: 5, Insightful

      When was the last time you heard someone say, "Sega is way better than Nintendo!" or "Nu-uh, Sega beats the pants off Nintendo!"

      I think it was when video game consoles stopped being kids toys

      --
      // MD_Update(&m,buf,j);
    6. Re:What's weird... by Chris+Burke · · Score: 2, Funny

      It's hard to been as a edgy talking hedgehog when you have to compete with GTA.

      Doesn't mean they won't try!

      --

      The enemies of Democracy are
    7. Re:What's weird... by AngryLlama · · Score: 2, Informative

      Correct me if I'm wrong, but didn't the Genesis/Megadrive come out between the NES and SNES? That means for a while Sega did have the upper hand.

      Not only that, but even after the SNES was released, the Genesis and SNES were very different machines with their own pros/cons.

  3. Takes unusual vision and courage by XanC · · Score: 4, Interesting

    Most companies would keep plodding along, doing exactly what they've been doing because that's what they do. Sega would have fallen farther and farther behind and eventually evaporated to the sound of nobody caring.

    This is why executives get the big bucks (not that all of them are worth it). You need somebody able to step back and evaluate where the company really stands.

    1. Re:Takes unusual vision and courage by kestasjk · · Score: 4, Insightful

      I don't really think it was a choice; they made way too many Dreamcasts, wasted loads of money making Shenmue II (and then didn't even release it on the Dreamcast in the US). Plus the Saturn before that was a flop, and Sega were a big arcade games maker and that market also dried up rapidly. It was a major squeeze all around.

      Don't get me wrong; I bought a Dreamcast and loved it, but I don't think they had the momentum or money for another release after that.

      The sad thing is if they had as much money as Microsoft they could have bounced back easily in the next generation (the current generation), but being such a specialized company means excellent games but volatile profit margins.

      --
      // MD_Update(&m,buf,j);
  4. it's a shame by nomadic · · Score: 5, Insightful

    The Dreamcast was imo the best console ever made. Years ahead of its competitors, and could even frequently go head to head against consoles that came out years later.

  5. Hell hath no fury like a woman's scorn for Sega by xpuppykickerx · · Score: 4, Interesting

    Have they programmed a game that a girl would rather play with you, rather than go out for breakfast or meet your mother?

    1. Re:Hell hath no fury like a woman's scorn for Sega by everphilski · · Score: 3, Funny

      Not yet, Brodie.

    2. Re:Hell hath no fury like a woman's scorn for Sega by Mister+Whirly · · Score: 3, Funny

      "Breakfast, shmreakfast. Look at the score, for Christ's sake. It's only the second period and I'm up 12 to 2. Breakfasts come and go, Renee, but Hartford, "the Whale," they only beat Vancouver once, maybe twice in a lifetime."

      --
      "But this one goes to 11!"
    3. Re:Hell hath no fury like a woman's scorn for Sega by LilBlackDemon · · Score: 2, Funny

      But the Whalers are winning the Stanley Cup!

  6. What killed Sega? by Ethanol-fueled · · Score: 4, Insightful

    It went downhill(in the US at least) with their release of the Sega CD and other crappy genesis add-ons as well as the ill-fated Saturn which were expensive with not much noticeable difference between the original Genesis games. The Dreamcast was good but Sega never quite recovered from the other crap they made, and they were eaten for lunch by Sony and Nintendo.

    1. Re:What killed Sega? by macshome · · Score: 2, Insightful

      Ahem...

      The Saturn wasn't a noticeable change from the Genesis? I'm assuming you are talking about the SegaCD and 32X here.

      FWIW, Sonic CD is pretty awesome.

    2. Re:What killed Sega? by Thelasko · · Score: 3, Insightful

      It went downhill(in the US at least) with their release of the Sega CD [wikipedia.org] and other crappy genesis add-ons as well as the ill-fated Saturn which were expensive with not much noticeable difference between the original Genesis games.

      It seemed like Sega had made it their corporate goal to launch a device and discontinue support for it two months later. Sega's whole fan base became alienated by shelling out massive amounts of cash for bricked hardware. It seemed like every few months there was new hardware to buy. All they had to do was take their time and develop a really good platform. By the time Dreamcast came around, it was too late.

      --
      One of our competitors trademarked the term "hypothesis". From now on, we will call them "boneheaded ideas".
    3. Re:What killed Sega? by sesshomaru · · Score: 3, Interesting
      --
      "MIT betrayed all of its basic principles."
  7. But Sega makes horrible games these days by realmolo · · Score: 4, Interesting

    Seriously. With the exception of the various 2D Gameboy Advance and DS versions of "Sonic the Hedgehog" (which are fun, but nothing very new), their games are horrible. The 3D versions of Sonic for the big consoles have been mostly terrible, and never better than mediocre. They even managed to screw up the Nights sequel.

    I guess there is the Virtua Fighter series, which is still well-done. But who plays that anymore?

    Basically, Sega churns out junk based on their (formerly) popular franchises.

    1. Re:But Sega makes horrible games these days by hiryuu · · Score: 3, Interesting

      Basically, Sega churns out junk based on their (formerly) popular franchises.

      While I can't claim to be a huge fan of the Sonic stuff, Sega published some great games at least during the previous console generation (post-Dreamcast). Another poster mentioned Jet Set Radio, and I'll mention Panzer Dragoon Orta and the Otogi games. For a while, they were the house publishing some of the unique and innovative stuff, rather than JustAnotherShooter and JustAnotherPlatformer.

      --
      Karma: Excellent, but still won't get you laid.
  8. I miss Sega by wandazulu · · Score: 5, Interesting

    Specifically, the Sega that brought you Crazy Taxi, Jet Set Radio, and Shenmue. Looking at the consoles I've had over the years, the Dreamcast was by far the one with the weirdest, and ultimately most enjoyable libraries out there. Yeah, Soul Calibur 4 looks sweet on the PS3, in high-def and all, but the magic of playing the original, arcade version, on the Dreamcast with no performance or graphics penalty was just amazing.

    Sega was that crazy friend of yours who was funny as hell and had so many good times with, and is now happily filling out TPS reports and saying he can't go out because he's got to work Sunday too.

    1. Re:I miss Sega by genner · · Score: 3, Funny

      Sega was that crazy friend of yours who was funny as hell and had so many good times with, and is now happily filling out TPS reports and saying he can't go out because he's got to work Sunday too.

      So.....Sega got married?

    2. Re:I miss Sega by Thelasko · · Score: 3, Insightful

      You only remember the good times. Genesis and Dreamcast were great, and ahead of their time. The stuff in between was horrible.

      Sega was like that crazy friend that would convince you to go out and blow all your money on strippers and booze. You would wake up the next morning with nothing to show for it except a splitting headache.

      Sega went to rehab. The world is a better place because of it.

      --
      One of our competitors trademarked the term "hypothesis". From now on, we will call them "boneheaded ideas".
    3. Re:I miss Sega by Mister+Whirly · · Score: 3, Insightful

      I still think that the FASA produced Shadowrun for the Sega Genesis is one of the coolest games ever made. I still have my old Genesis console and every once and a while I pull it out just to play Shadowrun. I also was one of the enlightened ones, err, I mean suckers who bought the CD and 32X units. They actually were pretty cool for their time, it's just too bad that the support wasn't there and more games didn't come out for them.

      --
      "But this one goes to 11!"
    4. Re:I miss Sega by sesshomaru · · Score: 2, Insightful

      Indeed, to a lady with a bit of a sleazy reputation for hanging out in pachinko parlors...

      --
      "MIT betrayed all of its basic principles."
    5. Re:I miss Sega by Sockatume · · Score: 3, Interesting

      I'd say that the death of the arcade probably killed projects like Crazy Taxi, and projects like Shenmue are a serious risk for any company, but for the life of me I can't figure out why they're not making original games like JSR any more. They're playing it very safe lately.

      --
      No kidding!!! What do you say at this point?
    6. Re:I miss Sega by sesshomaru · · Score: 2, Funny

      I also was one of the enlightened ones, err, I mean suckers who bought the CD and 32X units.

      That reminds me, when is the next meeting of the Enlightened Ones, we're supposed to be working on that plan to use those enormous Sega monoliths (SegaCD Original, Sega Genesis, topped by 32X) to summon Lord Hastur.

      Ia, Ia, Hasuturu phtagn!!!

      --
      "MIT betrayed all of its basic principles."
  9. Kudos by the+computer+guy+nex · · Score: 2, Insightful

    Have to respect corporations, especially the size of Sega, that can reinvent themselves to adapt to a changing market. Our Automobile industry would be in better shape if they had this same ability.

    1. Re:Kudos by killertime · · Score: 3, Funny

      No, no, no! You are supposed to draw analogies FROM the automobile industry.

  10. Goodbye Sonic. by Rod+Beauvex · · Score: 2, Interesting

    I will never forgive SEGA for fucking up Sonic the Hedghog with the Adventure series.

  11. What he really means is... by greymond · · Score: 3, Interesting

    "Really what I tried to do was ride that train and make the most of that point in time...rather than just playing catch-up with everybody else, which is what we've traditionally done."

    We were tired of being third to Nintendo and Sony all the time, so we just gave up and now produce rehashed versions of our old games on the new systems to make a living.

    Too bad no one but /. was really interested in the dreamcast.

  12. I always liked Sega.. by Khyber · · Score: 2, Funny

    You had to be ballsy to use the Italian word for masturbation for a company name!

    --
    Still waiting on Serviscope_minor to wake up to fucking reality and realize that Jessica Price isn't going to fuck him.
  13. Sega no more by Anonymous Coward · · Score: 3, Interesting

    Sega's console games division pretty much died with the Dreamcast. Their once flagship Sonic games have been reduced to a cash cow, just like Capcom's Mega Man games. But at least the newer Mega Man games aren't bogged down by ridiculously convoluted plot lines, horrible gameplay and the constant addition of useless characters that distance the series from its roots (i.e. PLAYING AS SONIC). It says volumes when the long anticipated sequel to "NiGHTS" had a muted reception. The best that long time Sega fans can hope for is that they don't screw up their old franchises too badly.

    The Sega of today is Sega only in name, similar to that corporate mess they now call Atari. After the deal with Sammy, Sega's chief purpose is to lend whatever cache the name has left to a wide array of games like "Yakuza" and various licensed games (mostly developed by third parties) like "Iron Man" and "The Incredible Hulk". Gone are the days when you could closely identify a game as being distinctly Sega - games like Panzer Dragoon, Space Harrier and the Shinobi series among others.

    The good news is that Sega does release a lot of quality of arcade games - if you can find an arcade to play them in. The House of the Dead and Virtua Fighter series are still going strong, Sega has continued porting both series to home consoles. Just ignore the Sammy titles rebranded as Sega ones - like those darn deer hunting games.

    1. Re:Sega no more by Moryath · · Score: 3, Insightful

      But at least the newer Mega Man games aren't bogged down by ridiculously convoluted plot lines, horrible gameplay and the constant addition of useless characters that distance the series from its roots (i.e. PLAYING AS SONIC).

      Uhm... which Megaman games are you playing?

      The Megaman X series - Zero, Axl, and now the three girl-versions from Megaman X8?
      The Megaman Battle Network/Star Force - Pokemon-Alike Series?
      The Megaman Zero/ZX series - where you constantly switch between staff/gun/sword/shield/yoyo/etc weapon styles or which character you're mimicking?

      Of all the modern ones existing today, NONE feel even close to being Megaman,or have anything other than ridiculously convoluted plot lines.

  14. I think the hedgehog has nothing to do with it by Moraelin · · Score: 2, Insightful

    I don't think the hedgehog has anything to do with it. The top factors in console wars, from what I can tell are:

    1. Fanboyism. I swear some people should have been born dogs, the way they must dedicate their life to some Master.

    2. Us-vs-them mentalities. If you can't have both consoles, you already have a criterion by which to divide the world into an "us" camp and a "they" camp. 'Nuff said.

    3. Probably actually the root of both above: Cognitive dissonance. People tend to be the most rabid in either defending or attacking something, when that position is the least easy to defend or makes no sense. And again, a lot of people couldn't have both, either because mommy doesn't buy both, or because they can't justify to themselves buying both. But in the willy-waving contest that a status-based culture is, they don't want to admit something like "well, I'm kinda tempted by game X too, but I can't afford console Y too". That kind of admission is, essentially, an admission of failure. Not many people are going to admit _that_. So they rebuild the whole mental model into something that's actually a proclamation of being some kind of elite. E.g., "pfft, game X sucks, console Y sucks, heck everything that company does is pure shit, and only idiots fall for their hype."

    It's just a function of the mammal brain to try to keep the model consistent. (See the recent experiment with monkeys.) Where Mother Nature failed though, was foreseeing that humans will base their whole status, self-esteem or "face" on some notions being a priori, unquestionably true. And if one notion is beyond questioning, something _else_ will have to give. If someone's model is based on "I'm t3h 31337" or "my decisions are right, dammit" (e.g., the decision to buy console A instead of console B), and some memory or situation challenges that, they'll rewrite some other piece of history or reality to make the model consistent again.

    You can see all 3 at work, or various perversions thereof, in any other such situation. PC vs consoles, PC vs Mac, 3dfx fanboys vs nVidiots (as both sides fondly called each other back then), and a bunch of others. Not saying that _all_ such arguments are bunk, far from it, but I _am_ under the distinct impression that the most rabid fanboys are putting up that unmovable faith show more to keep themselves convinced than for the benefit of the readers.

    So, anyway, to get back to Sega, they ceased to be the "enemy", the moment they weren't competition any more. In all 3 aspects, it made no sense to be against Sega any more.

    Fanboyism: Sega wasn't one of the choices for a fanboy's Master any more. In fact, it became an orthogonal choice entirely. So there was no need any more to be against it if you chose Sony or Nintendo instead.

    Us-vs-Them: Ditto. You could be one of Sony's or Nintendo's faithful, and still play a Sega game. It became a lot harder to draw a neat line where Sega falls in the "them" camp.

    Cognitive Dissonance: well, there was no more need to justify why not buy a Sega console and play, say, PSO. You could just get PSO on the GameCube or XBox or whatever. There was no more need to plug a leaky mental model with a "Sega sucks" bandaid. And thus no need to defend that fragile bandaid at all cost, lest the whole edifice come crashing down around your ears.

    --
    A polar bear is a cartesian bear after a coordinate transform.
  15. Re:What really hurt Sega's Console status. by notamisfit · · Score: 2, Insightful

    Somehow I think that's overlooking a LOT of factors involved in the Dreamcast's demise. The imminent rise of the PS2, the announcing of the XBox and Gamecube, Sega taking a huge loss on every console sold, etc, etc.

    --
    Jesus is coming -- look busy!
  16. Re:What really hurt Sega's Console status. by lsmo · · Score: 2, Interesting

    Actually I think the 360 and PS3 are still selling them at a loss, but the revenue from game sales gives a little boost. Sega lost that little boost when everyone was able to download and burn. I know its not the only reason for the demise, but I do think it is at the top of the list. And I bet it won't happen to another console ever again.

  17. Copper sega was the bomb by gilgongo · · Score: 2, Interesting

    http://flickr.com/photos/gilgongo/752902874/

    3 bars, any position, paid 12 pence. Magic.

    --
    "And the meaning of words; when they cease to function; when will it start worrying you?"
  18. In what context? by HalAtWork · · Score: 2, Funny

    People still argue about SMS vs NES, MegaDrive/Genesis vs SNES. BTW the Genesis is better.