The History of Sega Japan R&D, Part 3: Innovative Heights and the End of an Era

REUNIFICATION AND TWELVE INNOVATIVE R&D STUDIOS

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Playing up an executive managing director and joking about the state of the Dreamcast at the time, says a lot about Sega’s attitude at the time.

In Part 2 we covered Sega’s golden age, but great heights inevitably can bring great lows. Sega had lots of up and downs throughout their history. They also had great games, lots of them! But ultimately Sega did not make that much money from the Saturn. However, in the arcades they did absolute gangbusters. Sega needed to change their approach in regards to development and also their hardware. The solution was to make the Dreamcast and NAOMI arcade hardware the same and have all of the internal studios make games for it,in turn allowing them further grow and prosper. Twelve R&D studios in total were established, and the nine software studios were not split into arcade and console divisions – they made games for everything. Hisashi Suzuki and Yu Suzuki would manage the arcade business, with Hisashi putting in his final stretch at Sega before retirement.

The History of Sega Japan R&D, Part 2: The 90s Golden Age

THE NUMBER ONE ARCADE ENTERPRISE

The Model series of arcade hardware by Yu Suzuki in co-operation with Lockhead Martin, where the next step in the Sega arcade world. Virtua Fighter sold Sega Saturns in Japan.

The Model series of arcade hardware by Yu Suzuki in co-operation with Lockhead Martin, where the next step in the Sega arcade world. Virtua Fighter sold Sega Saturns in Japan.

In Part 1, we looked at Sega’s origins and their Japanese game development during the 80s. In Part 2 we turn our attention to the golden age, when Sega was fought in the console wars and arcades were in full-force globally. Throughout the 90s, Sega would really grow up and mature and have individual divisions, splitting into arcade and consumer software and product development. Many of the programmers, designers and planners of the 80s and earlier would become managers and producers of their own divisions.
Let’s start Part 2 off with the growth of their AM studios, which is short for Amusement Machine Research and Development.