How to pronounce“sega”in English

Segas, and eventually, personal computers and the internet.

The Sega version, you can drop it, and then you can spin it.

But Sega, they had what they thought was a superior system, which was the 16-bit Genesis that was out before Nintendo had the Super

Simon Segars, who's the current CEO, freed up from the video controller.

And I became a Sega kid.

Where did Sega even come from?

And so Sega knew that this is what they were up against, and they used some sort of grassroots campaign.

identical to Sega's rating system, but Nintendo wouldn't have adopted that right away because it was Sega's.

And so Sega and Sony worked closely together.

They actually-- when Sega officially launched the Sega CD, they had a press conference in New York and Olaf was there by their side,

And so because I think Sega Nintendo played such a large role in my childhood, and those of us who are up in the '80s and '90s,

And while writing about-- particularly about Sega, and learning about how they were able to compete with Nintendo and some of their clever, creative marketing strategies,

I got to hear about everything from Sega, and some of my favorite stories from there, in terms of the "Moneyball" strategies,

into hardware and 32X and the Sega CD, Nintendo ended up winning with the extension of the life cycle.

to get most of the story from Sega even though the story was becoming more about Sega.

And I think that what Sega did, which was primarily from financial necessity at first in terms of just zigging wherever Nintendo zagged, they went

And what I always loved about Sega was everything about them, in those early years, was just a lemons to lemonade strategy.

just didn't occur to me was Sega Nintendo did have a lineage in the arcade market whereas Sony didn't, and Microsoft, too, didn't.

But it turned out to really be Sega of America and Sega Japan and these cultural differences that really, I think, resulted in the failure of the company.

As much as we all think Sega Nintendo and it brings us back to a certain time or it at least reminds us of a corporate battle,

just played video games um remember when Sega first came out was into this video game it it became my new toy um and I remember when video games

Blake Harris wrote this book called "Console Wars" about Sega and Nintendo.

And so to try to figure out what happened to Sega, where they came from, how they were able to really break through,

There was about 25 pages that started to sum up why Sega had been able to compete with Nintendo and to get to know the men and women behind the scenes

And I think because the premise of my project was Sega Nintendo, that was like a dreaded word, Sega, and it just brought back bad memories.

But the resolution to these subcommittee hearings was that Sega Nintendo had to put down their swords and work together.

And they ended up-- they were releasing their own Sega CD system, and they did not have the necessary software, just

And something that I think we have done better than the Sega Saturn, but Tom brought this to Sega Japan, and they rejected the idea, and they broke up the partnership.

Over here, Sega did go from 5% of the market to 55% or 60%.

imagine a woman president of france even this was long before sega language and you know her attempt to become president so then the socialists came into power i

The office manager, Simon Segars is the current CEO.

This is at the same hop farm which is called Segal Ranch in Yakima Valley, Washington.

doing it. Araceli Segarra, if you don't know her or have seen her in the Everest film about the Everest tragedy -- she's a beautiful woman.

but we had saved up, got the Sega Genesis.

Hearing it mostly from the Sega prospective at first caused me to see Nintendo as the villain of the story,

Are you seeing any parallel now that is happening between-- that happened between Sega and Nintendo that is happening currently with current consoles.

Why don't you make as many games as you want for the Sega CD?

And they had produced-- for six months, Sega and Sony worked in conjunction to make what would have been the Sega PlayStation.

Going in, I assumed that the battle between Sega Nintendo-- that the most interesting story the most interesting conflict in the book would be Sega Nintendo.

I had a friend of mine, Yehuda Segal, Jewish, met his wife in Dachau in the second World War.

Like one chef I worked with, Mindy Segal, in Chicago-- she's a pastry chef-- and she would just write V-E-X. It's like, what's V-E-X?

One of my colleagues, Bob Segal, who teaches classes all over the world.

but I didn't realize at the time that Nintendo had over 90% of the market and then Sega came out of nowhere

And so I had made a list of those people I thought could help me from Sega.

changed for me when I got in touch with Tom Kolinsky, who was the president of Sega of America from 1990 to 1996,

There was this time period, this point B where something happened with Sega.

And though the book really focuses on 1990 to 1996, from the NES to the Sega Saturn, Nintendo 64,

So how much of the structure of the console industry today do you think was shaped by console wars between Nintendo and Sega.

And so I think there was a big tectonic shift of what console business could be through what Sega was doing through-- who they were advertising to.