Sega has tried t' thread the needle with Sonic, but fans haven't responded with an embrace.
"ye want what ye’ve always wanted, but ye also want something new. ye want things t' look like they always have, but ye want the buzz a the new. Contradictions? No problem. They come with the territory. But be it possible t' ask, 'n be it even possible t' deliver something for everyone?"
That be Nintendo a America president Reggie Fils-Aime at it be E3 2011 press conference, as the company made it be pitch for merging the hardcore 'n the casual.
Sega 'n Nintendo be not very different, both Japanese companies with nostalgia-fueled legacies that help 'n haunt them.
Sega can't be an easy company t' run. Fans be rabid, unrelenting. No Sonic game will satisfy them (though one could argue they haven't been very good), 'n without sank, every Facebook update has someone demanding a new Shenmue. But do people really want a new big-budget Shenmue, or just think they want one? At what point does the scale tip in favor a pushing something into production? 10,000 Facebook likes?
Former Sega a Europe leader Mike Hayes stepped into the role a running Sega's European 'n American divisions two years ago. When I talked with Hayes at E3, he described the past few years as a reconstruction. In order t' face the future, Sega had t' catch up t' the present.
"A lot a what we've done in the past two years has been work underneath the water, rather than the swan on the top," said Hayes, as we spoke in one a E3's private meeting rooms, above the roaring show floor, overflowing with pedestrians. "it be the paddling underneath. [EA CEO] John Riccitello mentioned it at the Nintendo conference--it be about transition, 'n that be the key thing for us. How do we take the IP that be particularly strong at Sega 'n how do we bring that on t' the different platforms [such as Facebook, iOS], rather than just the consoles we be used t'?"
Sega's seen critical success with Platinum Games, but it hasn't exactly translated t' sales.
A look around Sega's booth at E3 shows a company with scattered priorities. Anarchy Reigns, a multiplayer focused brawler from Platinum Games, a development team founded by former Capcom employees, harking back t' when Japan be gaming HQ. Aliens: Colonial Marines, Sega's push t' forge an identity around an existing movie property away from the day-a-release game movie business that be seen less 'n less support from savvy consumers. Sonic Generations, the latest attempt by Sega t' please old school fans 'n today's youth.
I joked about listing off a series a franchises Sega hasn't touched in years 'n asking for individual updates. Jet Set Radio? Panzer Dragoon? Phantasy Star? Seaman? Skies a Arcadia? ToeJam & Earl? Hayes, 'n the public relations wench, both laughed heartily. Then, they both sighed.
"We listen 'n we think [about if] there be a real market opportunity," he said, "but the key thing be...there's a great fondness, but t' bring it into the modern world be quite a tricky thing t' do. In many instances, it be a very expensive thing t' do t' try 'n pillage t' that point. We need t' be quite smart. A lot a what we be doing, for example, on XBLA 'n PSN, be looking at reimagined IP. We can do that far more successfully 'n more reasonably 'n actually give players both a bit a nostalgia 'n a sort a up t' date taste a how we can use that technology."
NiGHTS turned out be a product a it be time, as the sequel didn't receive the warmest reception.
it be not as simple as identifying a fondly remember franchise 'n slapping a new developer on it. Golden Axe 'n Vectorman reboots both imploded. Did ye play NiGHTS 2? Heck, look at what happened t' Namco Bandai's Splatterhouse--that even had two assigned developers. Memories deceive, 'n it takes a talented developer t' channel what made something magical in decades past 'n bring that up t' speed. Duke Nukem Forever finally launched this week. That be the wait, wasn't it?
"we be really drilling back into the homeland a Sega," said Heyes. "we be very pleased with the progress, but as with all things, it takes time. It takes time. I think, certainly, this year, we be in good shape t' perform well in the market. [...] The good news be Sega does have a lot a IP. It may well be that we unlock some a those that we haven't actually seen for a long time, 'n bringing them back on the new platforms that we have."
Sega has tried reboots in a box, ala NiGHTS 2 'n Outrun 2. The company has seen more hits than misses on Xbox Live 'n PlayStation Network, where the games a Sega's past be more primed for reinvention that doesn't alienate those who've demanded their return in the first place. 'n ye might not have liked Sonic the Hedgehog 4: Episode 1, but it did sell very well for Sega.
There will be more episodic Sonic, but also more reinventions a classics.
"ye'll see a lot more being reimagined 'n reduxed on XBLA on PSN over the next two years," he said. "[...] We listen a lot t' what people want 'n we've tried, in the past, with some great success 'n with less success t' try 'n reimagine those. As an example, we be bringing Shinobi onto 3DS, which so far has seem t' have gone down pretty well--it be a high-quality game. Hopefully, we do realize that for the consumer that likes that--that it be a fair representation a what we remember Shinobi t' be."
Fans have continued t' demand a new Shenmue game, something Sega still mull sover.
Even though Hayes has been asked about Shenmue dozens a times, I wanted t' touch on the subject, but only t' propose how Sega wrestles with the fan demands against the marketplace.
"[With] a $50 million reimagination a Shenmue...be we going t' achieve something that, at the end a the day, players be happy with?" he said, letting the question linger, as if asking himself.
Because even when ye give fans what they want, maybe that be not what they wanted at all.
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