OK, so a lot of you are angry that with all that's happened with the Saturn during his reign, Bernie Stolar, the Infidel, has been promoted to President and Chief Operating Officer of Sega's North American operations. While many have complained that Stolar has 'killed the US Saturn', let's look at things from a slightly different perspective. Could it be that Mr. BeeEss has simply done exactly what Sega Enterprises wanted him to? It seems to me that Stolar has been given a mandate from Sega to 'bury the past and the Saturn, rebuild our reputation in the US'. So many major retailers have been dumping all hardware and software that bears a Sega label, clearing space on retail shelves for that which is to come.
Unlike Tom Kalinske (SOA's former President), who battled with Sega of Japan to get things done in the US his own way, Bernie Stolar has gone with the flow, getting things done without questioning superiors. This may be the reason he has been rewarded, like a good puppy, for following orders as expected. Do I like this philosophy? Hell, no - I'm your basic belligerent, vocal American. If I don't like something, I let people know immediately and I put them in their place. Unfortunately that's not the type of attitude that goes over well among Japanese businessmen, especially if they're your bosses. Apparently Bernie Stolar realizes this and that's why he did well with Sony (while they needed him) and fits in so well with Sega today. Perhaps this will backfire eventually, but Sega seems to be happy with the situation for now.
So what's the GOOD news? If you read the entire press release regarding Stolar's promotion, some points are revealed.
There is this, "...in order to create an environment in which the company’s new "super" console can win significant market share in North America once it is launched in 1999."
Also this, "...while building toward launching the company’s next video game console in the fall of 1999."
What I like about these quotes is that Sega has publicly confessed the existence of new hardware to come to the home on the horizon. Ever since the arrival of the Saturn there have been persistent rumors (wishful thinking, really) that Sega would leave the home console business entirely, becoming a third-party developer for Nintendo and Sony. Obviously, if Sega intends to release a new system, they do NOT plan to become anyone's third-party stooge.
I also like the fact that Sega's next system release is planned for late 1999 (at least for now) rather than late 1998 or early 1999 as pontificated by others throughout the rumor mill. Some believe it would be wise for Sega to release their next system worldwide the instant a new 'Sonic 3D' title is ready. That would be foolish though, to place all hopes on a single game, no matter how spectacular it may be. Even if that helped Sega to gain immediate market share, third parties would be left out in the cold with incomplete software. If the system were released earlier than Fall 1999, some developers might be tempted to release rushed or incomplete software rather than polished jewels. They might decide to release 'improved' versions of popular games as sequels that contained features planned for the original title.
I think that Sega seriously needs to use the time afforded between now and Fall 1999 to repair the damage done to their reputation by the failings of the Saturn. Making full use of this time can only be beneficial, allowing hardware costs to drop, software to be completed and advertising to ramp up. The 'one big hit' approach will be no better for Sega than the 'multiple mediocre titles' scheme. This time Sega needs to prepare to launch their new system with a wide lineup of titles that are atleast very good and at best exceptional from all sources in many genres.
Further, the press release states, "Stolar has organized Sega’s North American operation around three key objectives: 1) breakthrough first- and third-party games, 2) strong retail presence, and 3) cutting-edge consumer marketing and communications."
All of this will act as a means to reassure retailers as to Sega's commitment to the North American market. Let's face it, many major retailers in particular were perplexed by Sega's handling of the Saturn from the outset. They didn't understand why the system was released early with few third party titles, minimal point of sale promotion and very little advertising. Meanwhile Sony and Nintendo each vie for space on retail shelves with lots of product and fill aisles with towers of their systems. Sega's competitors have advertised vigorously in print and on television and have regularly updated demonstration kiosks complete with signage and character standups on display at every opportunity. Retailers fully expected that Sega would put everything they had behind the Saturn, to sell as many of them to the installed G! enesis user base as possible. Instead, Sega seemed to treat the Saturn as a well kept secret. With the new objectives in place, Sega stands to correct those mistakes with their next system. Retailers will be happier knowing that Sega recognizes those past mistakes and will make a viable effort to correct them next time around.
Here is a good start, "Sega’s third-party licensing team is currently meeting with video game publishers and delivering software development kits so developers can start prototyping games for the new platform."
These actions will allow third parties early access to the information they'll need to create stellar products for Sega's new system. Since Sega didn't prepare a comprehensive set of development tools for third parties to use for the Saturn, many of them felt alienated. When presented with a complete programming environment based upon a high level language, developers flocked to the Sony PlayStation as the console of choice. Even when some independent developers showed they had the talent, expertise and interest needed to produce superlative efforts on the Saturn, Sega gave them no help. By making an effort now, well before the launch of a new system, to woo developers to the fold, Sega can forge a strong relationship with that community and build a reputation known for it's sensitivity to support issues. Hopefully this will allow developers to provide the best games imagi! nable to a Sega branded system once more.
The press release ends with, "Stolar plans to change the way consumers see, think about and interact with Sega through creative new in-store retail programs, national promotions and advertising."
By doing these things Sega will be able to target consumers, letting them know their new system exists. Over the past few years the notion that "It's SEGA, it sucks!", has been a growing sentiment among consumers. Quite a few folks seem to feel that Sega has dumped systems one after another each time they don't succeed. Some effort must be made to reduce and hopefully eliminate this attitude. When consumers walk into a store they should be begging retailers for Sega's new system on a daily basis even months before its planned arrival. Once a solid effort has been made to raise both product and brand awareness anyone should know exactly what the newest, greatest video game system of all time has to offer. Whether people buy the system or not, at least they will know that Sega has something new and will tell everyone they meet about it.
Though all of the above is quite nice, I would like to make a suggestion. Sega needs to pursue the gaming press to let them know what is being planned for their next gaming system. So far, when it comes to official information regarding their next system, Sega has avoided the press like... Well, the plague we are. Though advertising, marketing and promotion do a lot to push products, each of them only offers so much information to a consumer at once. When online sites or the print media cover video games a LOT more can be communicated to those reading them as they are a willing, captive audience. The word of mouth generated by those who read gaming publications is the catalyst for the greatest motivator in the industry: HYPE. Whenever Sega decides to release their next system, they will be well served by building as much hype for it as possible beforehand. The sooner that screenshots, demos and interviews can be pr! esented to the press, the more can be written to eliminate fear, indecision and confusion regarding Sega's next system. With a well informed cadre of eager potential buyers Sega will have a much better chance for success.
It seems to me that if Bernie Stolar is able to do all these things and more, that he really is the man for the job. Given careful planning, excellent support and outstanding marketing, Sega's next system will be a success of immense proportions. I can't help but noting though, that these are all the very same actions that Tom Kalinske wanted to offer for the Saturn, but was not allowed to by Sega of Japan. TK wanted SoJ to realize the importance of the US market, but they ignored him and learned a hard lesson. It very well could be that Stolar is a sly fox in a yes-man's clothing, but as long as I get the Sega games I want to play, I couldn't care less.