A few decades ago, if someone mentioned Sega, you'd probably think of a fast blue hedgehog. During the 90s, Sega influenced a generation of gamers with its console, arcade hardware, and games. The Japanese company created some of the most sophisticated and iconic games of the 8- and 16-bit era, and schoolyards around the world were divided between those that played on Sega consoles and those that favored Nintendo. .
However, despite its success in the early 90s, the 32-bit era has emerged, which saw the arrival of a new competitor: Sony and its all-conquering PlayStation, and the Sega fortune began. to decline
The 1998 release of Dreamcast allowed Sega to produce its most innovative console of all time, but that wasn't enough to win back gamers. Sales were lackluster and the Dreamcast, which many people now think is ahead of its time, was the last home console to be released by Sega.
Dreamcast was the Sega console
(Image credit: future)
However, that did not mean that Sega was leaving the gaming sector. Instead, it has grown into a software-driven company, releasing games on almost every platform, even those belonging to old foes like Nintendo and Sony.
Meanwhile, something surprising happened Sega has become one of the biggest names in PC gaming.
So how did Sega go from a failed console maker to one of the biggest PC publishers? As part of LaComparacion's 2019 Computer Games Week, we spoke with Gary Dale, President of Sega Europe, and Anna Downing, Vice President of Marketing for Sega Europe, about this remarkable change.
Creative control
While Sega's success in the computer games market hasn't come overnight, Dale highlights the turning point for Sega. "I think the initial acquisition of Creative Assembly by Sega Europe in 2005 was the first big change for Sega, which managed to acquire a large amount of intellectual property in Total War, as well as a studio in Creative Assembly, which owned this type of property. Very high capacity PC. "
Created in 1987, Creative Assembly is a British video game developer. She started using Amiga and ZX Spectrum games on MS-DOS, but became one of the best-known game developers on PC when she won gold in 2000 with the release of her critically acclaimed strategy game, Shogun: Total War. .
This game has led to the Total War game series, which has since become one of the most popular PC game series.
After acquiring Creative Assembly, Sega seems to have been fond of building its PC portfolio. "This was followed by the acquisition of Sports Interactive, another PC-based gaming studio," says Dale. "And as these studios evolve, I think the strategy led to further exploration of these opportunities. This also led to the subsequent acquisition of Relic in Vancouver and Amplitude in Paris. We then acquired Crytek-based studio Black Sea, with based in Sofia, now part of the Creative Assembly team. "
(Image credit: Creative Assembly)
So today's Sega has some of the most respected PC game developers, and it all started with this acquisition of Creative Assembly and what Sega got from it.
As Dale explains, "Thanks to this initial acquisition of Creative Assembly, we started to learn more about the IT industry, which has become a huge appetite for Sega Europe." Switch to a similarly oriented series on PC that Total War was a real apprenticeship. experience for Sega. "I think with this acquisition," continues Dale, "this has allowed a better understanding of the PC market, because previously, Sega clearly had experience in the console industry."
"We have started to better understand the personal computer industry, which has become a huge appetite for Sega Europe."
Gary Dale, President of Sega EuropeOf course, creating PC games in many ways resembles consoles. "Like any game, you have to understand who people will like to play." And how do you create the content that they will like? Once you understand this, you work with passionate studios that can be successful at these games. "
The success of the partnership between Sega and Creative Assembly is what Dale says "has led to the strategy we are seeking to develop and acquire high-quality intellectual property through high-quality studies. That is where we are today, and those are our plans for the future. "
(Image credit: Sega)
Playing doctors and nurses
Speaking of Sega's current situation, the company earlier this year announced another acquisition that further strengthens its position as the dominant player in PC gaming, with Two Point Studios joining the family.
Although relatively new, Two Point Studios, founded in 2016, is another studio in the pedigree of PC gaming. It was created by Ben Hymers, Mark Webley and Gary Carr. Webley and Carr worked for Bullfrog Productions and Lionhead Studios.
These studios were responsible for some of the most famous and iconic PC games ever made, including Theme Park, Theme Hospital, and Black & White. In 2017, Two Point Studios signed a publishing partnership with Sega to produce a simulation game that became a brilliant Two Point Hospital, the spiritual successor to Theme Hospital.
So how did this association come into being? "We have a group within Operation Sega Europe UK," says Dale, "called Search Light, which develops relationships with third parties in an incubation-style relationship. The relationship with Two Point Studios was established by our Search Light team. And tailor-made. As the relationship grew, when we launched the product together, the next logical step for the Two Point team, and for us, was to acquire the studio and integrate Two Point with the Sega Europe family. "
Sega's acquisition of Creative Assembly and its relationship with Two Point Studios echoed. Both studios are primarily PC-based, although Dale insists this doesn't necessarily mean Two Point Studios will simply focus on PC gaming in the future.
So with the Two Point Hospital dispatched, what is the team working on now? "They have some projects that they are working on now," Dale reveals, "and one of them is the continued support at Two Point Hospital. We had a good response from the community and we will continue to support it."
"We are eager to meet all the new developers interested in creating new and exciting games."
Gary DaleShine a search light
Sega's relationship with Two Point Studios was created by the Search Light team. But how does it work?
"The Search Light group is actively looking to meet with teams from around the world who are passionate about creating certain types of games," says Dale.
"We know a lot of people and through that we look for very specific relationships. In an ideal world, these relationships will form a long-term agreement with the company. Therefore, we are ready to meet all the new developers interested in creating new ones. exceptional games. "
Sega announced games for Google's Stadia streaming service
(Image credit: Google)
PC gaming is changing, just like Sega
This is certainly an exciting time for PC gaming and with increasingly powerful hardware coupled with the launch of new game streaming services, it looks like there could be a revolution in PC gaming - and Sega is ready to do it. .
"It's such an exciting time right now," says Downing. "We recently announced that Football Manager 2020 would be on Google Stadia and we announced Football Manager 19 for Microsoft Xbox Game Pass." We are having a really exciting time, and certainly for the computer market. "
According to Downing, what is particularly exciting for Sega is how these new game streaming services allow publishers to put their games in the hands of people who may not have been able to read them before. "Many great opportunities are now on the table for us, we can reach consumers where, potentially, we have never had the opportunity to do so before."
"This is a very exciting time, certainly for the computer market."
Anna Downing, Vice President of MarketingPorter Football Manager 19 on Xbox Game Pass for PC, Microsoft's subscription service, appears to be a huge win for both Microsoft and Sega, due to the popularity of the franchise and the rapid growth of Microsoft's service, which is a huge win. source of applause for both gamers and critics for the value it offers, where, with a single monthly fee, subscribers have access to hundreds of PC games whenever they subscribe. It could really change the way PC gamers pay and play their games.
Downing agrees. "Yes, absolutely. I think Microsoft has thrown a fantastic offering. So, you know, as more people can jump into the game, I think it's really preparing for the future. And like I said, I hope this opens up opportunities to come up with a wider audience and new consumers. "
Football Manager is a great franchise for PC
(Image credit: Sega)
Downing has been working for 11 years on the soccer manager, whom she describes as a "phenomenal franchise," and found out how much she appreciated Sega's involvement in a franchise so much and her fans had benefited at the same time. to the company and the players. .
This is something that Sega has also noticed with its other great PC gaming franchise, Total War, which seems to get better and better with each new release. "Again, it's just a very popular brand," Dale says. "We have a very strong global audience for this game. Also, the different types of iterations that we release always get a very strong reception." We just released Total War Three Kingdoms, and it's one of the best releases we've had in a Total War game. "
"Yes, we sold a million units early in the life cycle," says Downing. "Before its current release, it was our highest pre-ordered Total War game. And, once the game is released, the momentum is sustained."
What is particularly notable about Total War is its global appeal. "We have seen fantastic sales, mainly from the Asian market," says Downing, because the content of the game really resonated in these territories.
(Image credit: future)
PC vs consoles
There is no doubt that Sega's move to PC gaming has been an incredible success, but have you encountered any unique opportunities, or problems, when comparing the PC gaming market to the console market?
"It's a good question," says Dale. "At some levels, they work differently, in terms of relationship with the first user on the console side and with a more open PC-based platform. But when it comes to how users react to quality content, which is what? more importantly for us, creating a good game for a console or a great PC is the same. "
It makes sense.Nobody wants to play a bad game, PC gamers and console gamers have one thing in common: they love games. "What you should think first and foremost is the user," continues Dale, "and how they will react to what they do. So on one level, there are differences between the two markets, but on some levels there are also great similarities."
Another thing that ties PC and console games together is that you are very passionate, very vocal and will tell you when they like a game and when they hate it.
Dale also suggests that we are seeing more and more blur between console and console games. "Now you see a lot of games that will cross all platforms. There are many examples of games that we could create on the PC and then the console, or the console and then the PC. Or they had a simultaneous version on multiple platforms."
As Downing points out, Football Manager is a good example. Although it was traditionally considered a PC game, "in the last two years we have also been able to publish the title on Nintendo Switch," which gave Sega "the opportunity to evolve the game." I play to the public. "
However, this does not mean that we will not see more exclusive Sega games on PC. Take Total War, for example, a deeply strategic game. "What we're discovering these days," says Dale, "is that with Total War, which is a real-time strategy game, the PC is where you want to play."
It also appears that Sega brings its console expertise to PC gaming. We should not think that great movie games are only available on consoles today. "From a visual standpoint, we had fantastic feedback on taking Total War to the next level in terms of visual impact and performance. So I don't think the big screen experience is limited to consoles."
With streaming services like Stadia and GeForce Now, it seems that a growing number of people will be playing PC games on their big TV. And with companies like Sega at the forefront, we could witness the perfect future marriage of PC and console gaming - a glorious combination of depth, strategy, and stupidity.
Welcome to LaComparacion 2019 Computer Gaming Week. We celebrate the world's most powerful gaming platform with in-depth articles, exclusive interviews, and essential buying guides that showcase all of those PC games you can offer. Visit our Computer Game Week 2019 page to see all of our coverage in one place.