Naoya Tsurumi on Vanquish, how North America failed SEGA

[Happy Cat]

Sega's Naoya Tsurumi is the latest exec to feature in Nikkei Trendy's ongoing "keyman" series, where the site speaks to the top brass at the biggest Japanese game companies about the year that was and the year to come.

Following a recap of sales (click here for a look at Sega's 2009 earnings) Tsurumi delivered some mixed views on Mario & Sonic's Vancouver Olympics outing. Taken together, the Wii and DS versions of the crossover title shipped 6.53 million units worldwide and was easily Sega's biggest IP of the year. However, Sega had actually been aiming for 7 million units.

What happened to the missing sales? According to Tsurumi, sales were lower-than-expected in the North American market. Even outside of Mario & Sonic, there were hardly any games that topped the sales expectations the company had planned for North America.

So why did North America fail Sega? Tsurumi has a simple answer -- it's because players went with titles from other makers. Games like Assassin's Creed II and Call of Duty Modern Warfare 2 had strong sales in North America. They ate into Sega's own titles, said Tsurumi.

Tsurumi feels that games of the above form with Hollywood-style production values can sell well in the North American market. He brought up Final Fantasy XIII as evidence of this. The market for "movie-like games" in Europe and North America is expanding, he said.

"We won't be focusing just on this market, but we are developing this type of title," said Tsurumi. "Vanquish, being developed with Shinji Mikami, is a title that targets the North American and European market trend."

While not naming names, Tsurumi also said that a number of other games sold less than their initially targeted quantities. However, he did mention some successes. Bayonetta, with 1.35 million units worldwide, and Resonance of Fate had solid sales records, he said. Games like Football Manager and Aliens VS Predator sold according to expectations.

For the Japanese market, Tsurumi pointed to Yakuza 4's 560,000 units along with strong sales of Phantasy Star Portable 2 and Hatsune Miku Project Diva. The latter shipped 200,000 units -- far greater than Sega had expected.

Looking forward to things to come, Nikkei asked Tsurmi the expected question about 3D gaming. Said Tsurumi, "I believe 3D will become a big wave. The Nintendo 3DS is a landmark hardware. We'd like to invest heavily in it."

Outside of 3DS, Tsurumi also said Sega would "definitely" like to support 3D console games, although he believes success here will depend on the spread of 3D televisions. He also echoed comments from other execs that making games compatible with 3D viewing is not difficult on a technical level.

For the current year, Tsurumi said that Sega plans to release between 12 and 15 titles, including new IPs. In comparison, 2009 saw 17 titles.

Among the releases is Vanquish, which Tsurumi said would see worldwide simultaneous release this Winter.

Sega seems to be planning a big push for Vanquish this year.

He also mentioned the PSP Yakuza game, which is due for Fall 2010 release. Sega will also be putting effort into music games along the lines of Hatsune Miku. Additionally, Sega is working on a game conversion of the anime Keion.

While it wouldn't be of concern for 2010, Nikkei asked Tsurumi if Sega will be making a Mario & Sonic game for the London Olympics. "No comment on that," he replied with a laugh.

Outside of these package games, Tsurumi said that Sega will be giving download games a big push. This includes Virtual Console-style releases of past titles as well games developed from scratch.

Regarding package and download sales, he added, "Just so there's no mistake, our core is in package games. This is an area that's packed with high-end technology and knowhow. We cannot lose that strength. I don't believe we can do away with that and focus on titles with simple technology."

http://www.andriasang.com/e/blog/2010/05/29/naoya_tsurumi_interview/

[fluffymoochicken]

AC2 and MW2 aren't really competing for the same audience as a Mario and Sonic Olympic mini-game collection. One would think that an executive would know this much.

[Happy Cat]

AC2 and MW2 aren't really competing for the same audience as a Mario and Sonic Olympic mini-game collection. One would think that an executive would know this much.

I don't think that is what he was saying.

[STORM!]

Sega was a platform holder and made huge success in USA before; its interesting seeing their decline.

 Its clearly now that Sega has no appealing games for the Americans anymore other than Sonic.

 Like I said on another thread, I don't think the Americans would buy sequels from classics IPs; Sega needs something huge to the North American market, and I'm not talking about Shenmue.

 Its good to see anyway that Sega sells good on Wii and DS for the light users.

 Or, we can wait and see EA and Activision get broken up XD


 I don't think Vanquish will be the next masterpiece on HD consoles...

[fluffymoochicken]

I don't think that is what he was saying.

Then what do you think he was saying? I'm interested to hear your interpretation.

[Happy Cat]

I think he was just talking about SEGA games in general

[fluffymoochicken]

Ohhh, I see. I read that part incorrectly.

Thanks for clearing it up, Shadi. ^__^

[Sega Stylista]

What happened to the missing sales? According to Tsurumi, sales were lower-than-expected in the North American market. Even outside of Mario & Sonic, there were hardly any games that topped the sales expectations the company had planned for North America.

So why did North America fail Sega? Tsurumi has a simple answer -- it's because players went with titles from other makers. Games like Assassin's Creed II and Call of Duty Modern Warfare 2 had strong sales in North America. They ate into Sega's own titles, said Tsurumi.

Where are my critics?  Eating crow?

[MadeManG74]

I don't recall anybody arguing that Call of Duty and Assassin's Creed aren't popular titles...

[George]

East likes to make points no one made. "This genre is popular in the west" bbb-b-b-b-b-b-b-b-b--b-b-ut.

[Nathan]

"So why did North America fail Sega? Tsurumi has a simple answer -- it's because players went with titles from other makers. "

Ha, I love that statement..."why didn't our games sell?" "People bought other games".

Is that how it works?

[George]

Err, I read it. Basically he is disappointed that Mario and Sonic did not sell 7 million copies it expected. I think he is wrong, i don't think Assassins Creed or Modern Warfare 2 effected the sales of the game.

I think, SEGA, does not understand the Nintendo fan in America. The Olympic games are bought by them too. Basically, they buy a game slowly. Their games sale for years and years. I think most already had the first one and said "So what?"

[Team Andromeda]

Err, I read it. Basically he is disappointed that Mario and Sonic did not sell 7 million copies it expected. I think he is wrong, i don't think Assassins Creed or Modern Warfare 2 effected the sales of the game.

I think, SEGA, does not understand the Nintendo fan in America. The Olympic games are bought by them too. Basically, they buy a game slowly. Their games sale for years and years. I think most already had the first one and said "So what?"

Sport on , MW II never ever came out on the Wii for Starters, I don't think AC II did either . So how they affected Wii sales of Sonic is laughable .

The huge Trouble is SEGA Japan, not making games with WorldWide appeal, behind on tech and bringing out Sonic games, that are unfinished and filled with Bugs and cheap deaths ,and the worst part is this is nothing new.  To be fair most of Japan is way behind the times and having a kicking on tech too .


I really think SEGA needs to make a Stunning new PSO game . A true sequel with 8 players and amazing graphics only for the PS3 and 360 , and then make a Sonic game, just about Sonic . Those moves alone would do so much . SEGA done so much to get the world Online , that it's high time it made a game with brilliant Multi Player modes. Maybe it's time to use Shinobi too

I just can't understand how SEGA Japan used to make so many games with Western appeal in the 90's, and now can't seem to make one for this generation

[MadeManG74]

I just can't understand how SEGA Japan used to make so many games with Western appeal in the 90's, and now can't seem to make one for this generation

I don't think it's entirely that the games themselves are not appealing to the west, but rather that they haven't presented them or pushed them hard enough in the west.

I still stand by my belief that Yakuza could be a popular western title. If they gave Yakuza the same publicity and attention that Alpha Protocol or Bayonetta recieved (not that those two don't deserve it) I think it could do quite well. They really need to get out of that mindset that 'X game sells here, and x game sells here'. Sometimes it's applicable, but I also think that it can hobble them sometimes.

[George]

SEGA should shut up, port Rambo arcade game to PS3 with move support. Let us blow shit up.