Sega Of America

Sega of America

Sega Corporation (Sega) is software and was hardware manufacture of video game consoles. Sega is also a producer of arcade video game with some of the most popular franchises such zaxxon, space harrier, and sonic the hedgehog. They produced several home video consoles such as Master System, Genesis, Saturn, and Dreamcast. Sega started their operations in 1940 as primary a "coin operated amusements for American Servicemen." (Sega, 2007) In the mid 1980s Sega produced their first home console, which was names the Master System. This system had moderate success with a market, which was dominated by Nintendo. As time past and technology grew more advance they launched the Genesis in 1989 with great success, after the Genesis Sega launched their next console, which was the Saturn in 1995. The Saturn, which was a sales disappointment, only lasted four years forced Sega to launch the Dreamcast in 1999. The Dreamcast was the a machine head of it's time with clear crisp graphics and first to have on-line play. But due to the tough competition form not only Nintendo but also Sony with the Playstation 1 and 2, was basically the demise of Sega in the hardware business. On January 31, 2001 Sega issued a press release that they were going to discontinue of all hardware manufacturing. This was the first step into changing the way Sega was going to do business for now and the future. Sega had to gain the trust of their developers and staff in order to complete this plan. The first of this plan was to discontinue production of hardware in order to clear out existing stock of hardware that already existed in the market. Their next step was to evolve into primarily a "platform-agnostic software company, known as a "third-party publisher", that creates games" for other console manufactures. (Sega, 2007) This change that Sega had made from becoming a hardware company to producing software