Today, the video game industry is a multi-billion-dollar market, beloved by millions and often compared to the film industry in terms of cultural impact. However, thirty years ago, the landscape was vastly different, and companies often resorted to crafty tactics to outdo their competitors.
In a 2017 interview, former SEGA of America president Tom Kalinske recalled, « Video games were considered a secondary market. At CES, we were relegated to the back of the convention. » This lack of recognition led video game companies to band together and create E3 in 1995, dedicated entirely to gaming.
The Birth of E3
For the inaugural E3 in Los Angeles, major publishers and developers showcased their consoles and games with grand displays, balloons, flyers, massive banners, and attractive hosts. The event became a battleground for companies like SEGA and Nintendo, who would use any means necessary to outshine each other.
On the eve of E3, representatives from SEGA and Nintendo snuck into hotels, slipping promotional flyers under doors. Some flyers humorously mocked the competition. SEGA, in particular, faced some dirty tricks from Sony. « Sony played a lot of pranks on us, » Kalinske said. « They deflated our inflatable Sonic balloon! »
Strategic Announcements
At E3 1995, SEGA announced the surprise launch of the SEGA Saturn, expecting to gain an advantage over Sony. However, Sony’s Steve Race countered by revealing the PlayStation’s price of $299, $100 less than the Saturn. This, combined with SEGA’s sudden and poorly planned launch, led to a shortage of consoles and games, ultimately hampering the Saturn’s success.
Continued Rivalry
By 1998, the PlayStation dominated the market, while Nintendo held strong with the Nintendo 64. SEGA aimed for a comeback with the Dreamcast. They took a playful approach, pulling pranks like replacing golf balls at a Sony event with SEGA-branded ones and flying a plane with a « SEGA DREAMCAST 9-9-99 » banner over the event.
SEGA even staged a stunt involving a Sonic mascot on a golf cart, and in Europe, they ran ads with a fake graffiti message on Sony’s headquarters, suggesting the PlayStation’s expiration date was just before the Dreamcast launch.
Marketing Shenanigans
Sony, SEGA, and Nintendo engaged in playful yet fierce marketing tactics. Sony emphasized the PlayStation’s accessibility compared to the complex SEGA Saturn. SEGA used comparative advertising in the U.S. with slogans like « Genesis Does What Nintendon’t, » highlighting the advantages of their consoles over Nintendo’s.
These antics continued into the 2000s, with memorable moments like the Xbox barge on the Seine during the PlayStation 3 launch. Such playful rivalries added to the industry’s charm, showing that all is fair in the gaming wars.
Who knows what the next big stunt will be? Stay tuned for more gaming industry drama and laughs!
