SEGA's Missed Opportunities: The Games, The Mistakes, & The Solutions

[jpoppawusc]

When you look at the current state of Japanese video game development, it's evident that many developers are stuck in the past, unable to integrate new gameplay concepts into their existing franchises or failing miserably at any attempts to evolve a long-running IP. Square Enix, Capcom, Nintendo, Konami, Tecmo Koei... they're all guilty of this on some level or another.

"You should tell the truth about Japanese games not being what they used to be. Unless they get that criticism, Japanese game creators are just sitting on the glories of the past. They won't get the message that the Western audience is turning its back on us." - Mega Man designer Keiji Inafune

Sales figures definitely confirm the accusations. Western properties have gotten increasingly popular, with mainstream attention worldwide focused on open-world action games, first-person shooters, and choice-driven RPGs that blur the genre lines. Mass Effect, The Elder Scrolls, Call of Duty, Grand Theft Auto, Halo... love them or hate them, you certainly know the names, and so does most of the gaming world. Meanwhile, classic Japanese franchises like Final Fantasy, Castlevania, and Metroid are faltering and rapidly losing the favor of their once-loyal fans.

"Our game development has become weaker than expected." - Square Enix CEO Yoichi Wada

But amidst the turning tide and the rise of Western development juggernauts like BioWare and Bethesda, where does SEGA currently reside? If you look at SEGA's seventh generation library across PS3, XBox360, Wii, DS, PSP, PC, and mobile platforms, it's hard to believe that the former first-party developer has missed a step. Seemingly strong IPs like Sonic the Hedgehog, Aliens, Virtua Fighter, Phantasy Star, Valkyria Chronicles, and Yakuza not only comprise an impressive line-up but actually fit the classic SEGA aesthetic dating back to the Master System and Genesis. Partnering with Platinum Games has appeared equally bountiful, with pristine products like Bayonetta and Vanquish commanding a respectable reception by gamers and critics alike.

Unfortunately, appearances can be deceiving, and SEGA posted $86 million in losses from its Western divisions. While Japan's SEGA-dominated arcade industry and solid third-party console support picked up the slack to bring global profits back up to $243 million, it marked the Western offices for a harsh round of layoffs and some serious restructuring.

"It is essential to streamline [our] organisation in the field of home video game software, while shifting to a structure that corresponds to a change in environment, including strengthening development in the field of digital content ... We decided to narrow down sales titles to strong IPs such as Sonic the Hedgehog, Football Manager, Total War and Aliens which are expected to continue posting solid earnings. In accordance with this, we are cancelling the development of some game software titles." - SEGA of America President and COO Masanao Maeda

How does a company with the name recognition, the polished development, and the industry experience of SEGA let things get so bad? Many of its IPs have been more original, more innovative, and more enjoyable than the games released by other Japanese developers, yet SEGA's position in the West is far worse than its rivals'. Well, people say that hindsight is 20/20, but unless SEGA can learn from their mistakes, Western fans might miss out on a plethora of future titles. Here, we will examine some of the cases where SEGA slipped, and hopefully, we can also shed light on possible solutions as we move forward:

SEGA'S MISSED OPPORTUNITIES - THE GAMES, THE MISTAKES, & THE SOLUTIONS

(01)
The Game - Aliens: Colonial Marines [PS3, XBox360, & PC Upcoming 2012]
The Mistake - neverending release delays
The Solution - If SEGA and developer Gearbox could just get the game finished before player anticipation dies, there could still be a shred of hope, but it had better impress gamers if SEGA wants to make up for lost time.

(02)
The Game - Aliens: Infestation [DS 2011]
The Mistake - no one knew it existed
The Solution - The game could still look fantastic if its parallax scrolling were converted for 3DS play. Gearbox and WayForward could be contracted for a re-release, and because 3DS still lacks a variety of hardcore titles, it might perform well as a $19.99 port.

(03)
The Game - Binary Domain [PS3, XBox360, & PC 2012]
The Mistake - plays great but looks generic
The Solution - SEGA not only needs to clarify the PC Steam release date, which reportedly cost them thousands of high-profit digital preorders, but they also need to throw serious post-release support behind the game to keep sales trickling in. The game is still pretty fresh on the market, so a late marketing push could still keep it from bombing financially.

(04)
The Game - Phantasy Star Universe [PC & XBox360 2006]
The Mistake - stale gameplay and lack of quality updates
The Solution - SEGA needs to take a page from Korea's extensive guide to MMO production, turn it completely free-to-play online with microtransaction DLC, increase advertising on portals like MMOHut, and offer quarterly updates with quality content.

(05)
The Game - Resonance of Fate [PS3 & XBox360 2010]
The Mistake - awesome JRPG with zero visibility in Western markets
The Solution - If Resonance of Fate were finally made available as a digital download, both on the PSN Store and Live Marketplace, SEGA could still charge $24.99 for it, based on its eBay prices and availability. While RoF sold better in America than SEGA expected, it was almost entirely through word-of-mouth. With the digital release, SEGA could capitalize on that cult fanbase through low-cost social media advertising.

(06)
The Game - Sonic the Hedgehog 4 [PSN, XBLA, iOS, & Android 2010]
The Mistake - two years between episodes
The Solution - This one is very simple. SEGA needs to speed up its timetable for episodic content releases. As a digitally distributed entry in the spirit of Sonic classics, this game held tremendous potential, but no one will care if it takes this long to get each DLC add-on.

(07)
The Game - Valkyria Chronicles II & III [PSP 2010/2011]
The Mistake - migration to PSP and no Western release for III
The Solution - Valkyria was a refreshing departure from the conventions of both JRPGs and the tactics sub-genre, but a sudden switch to handheld sequels alienated too many of the first game's brand new fans and destroyed momentum. Offering both games on PSN for digital download to PSP/Vita could repair a bit of the damage, and considering the lack of RPGs on Vita, this might be the perfect time for SEGA to strike.

(08)
The Game - Vanquish [PS3 & XBox360 2010]
The Mistake - bad release timing and lack of multiplayer support
The Solution - Vanquish had some serious potential, but it played more like a SEGA arcade game than a conventional Western shooter. Considering the fast-paced combat and rock-solid mechanics, that may not have been a bad thing, but a lack of multiplayer support killed any chance it had of competing against Halo, Killzone, and Gears of War. If Platinum would develop DLC to add co-op and competitive multiplayer, even if that just meant ARS suits of various colors instead of adding playable characters, SEGA could squeeze some extra mileage out of the game. A PC Steam release would also satisfy some player demand, but only if the added features incentivized the late port.

(09)
The Game - Yakuza 3 [PS3 2010]
The Mistake - content removed for Western release
The Solution - This may be the easiest one on the list, but SEGA probably thinks any support given to a 2010 title would be too little, too late. But if SEGA could just localize the missing content, which mostly consists of mini-games that would require little work to prepare, and put it on the PSN Store for a reasonable $7.99 or so, they could turn an easy profit. Yakuza 3 was the best-selling entry of its franchise here in the United States, and the game is regarded with such classic status that any additional content would be appreciated by fans.

(10)
The Game - Yakuza: Dead Souls [PS3 2012]
The Mistake - improper marketing and poor release planning against Mass Effect 3
The Solution - Much like Binary Domain, Yakuza: Dead Souls is still pretty new on the market, but its low review scores and potentially confusing departure to zombie action could make saving it more difficult. Granted, it's already sold a lot more copies than Binary Domain, but it still has a hill to climb before being considered a success. In this case, SEGA may want to follow Atlus' example by promoting Dead Souls through email campaigns and viral social media. These advertising methods are inexpensive, and if new purchases could be incentivized by coupon codes on upcoming DLC, more players might take notice. Let's face it, marketing for this game was slack. I'm a huge fan of the Ryu Ga Gotoku series, and I nearly overlooked the March release. I did purchase the game, though, and it's easily one of my favorites in the series, if only for pure unadulterated fun.

-----------------------------------------------------------

So, what do you think? Can SEGA learn from their mistakes? Are some of the aforementioned misteps still redeemable? Have I missed any of the epic fails? No opinion or viewpoint can really be bad here, since SEGA needs to understand how their gamers are PERCEIVING the current state of affairs. Even if that perception is inaccurate or doesn't take certain business factors into account, there is no way for SEGA to understand player concerns or suggestions if you never voice them.

Also, if you've followed any of my recent threads, you probably know that some missing Yakuza content has been formally requested in a petition on Change.org. Please support the cause by following the link below and signing. Thank you, and I look forward to hearing your comments.

https://www.change.org/petitions/seg...uza-in-america

[Cireza]

What I am sure of is that it is useless to lose time trying to make things right for games that were released 1, 2 or 3 years ago. Binary Domain might still have some success on PC... Anarchy Reign is going to have some major trouble, it really needs a local multi-player/co-op mode.

Even if there has been a big improvement over quality (with better polished games, like the recent Sonic games), there are still many obvious mistakes being made. Sega has to make sure that everything is done right for each of its games.

I believe that the recent changes at Sega will benefit the company. There are still things to be done, on the downloadable games side, Sega should make multiplatform games as much as possible to maximize profit (XBLA/PSN/PC). On retail game side, the situation is complicated, I think that a good thing to do is try to release quality games early in life cycle of consoles. Sonic & Secret Rings sold very well on Wii as an example. On systems like the PS3/360 it looks very difficult to sell games now, probably because there are so many games available, and also because most of the interest is aimed at a few big selling series.

The main problem is probably the choice of the games created anyway. A game like Binary Domain has so many opponents that I cannot see it sell well at all. Anarchy Reigns looks really fun, but it does not look like there is much interest for a multi-player oriented beat'em all (especially without local play). It is hard to find what kind of game could sell well. What I believe is that Sega should stay japanese in its way to create games, rather than going for more americanized designs and games. Valkyria Chronicles did manage to have some success despite having no marketing at all.

Sega Japan should stay true to its roots because there is interest amongst gamers for arcade/japanese Sega games. Of course, it is not going to sell like Call of Duty, but at least, it won't be major failures like Binary Domain.

[jpoppawusc]

What I am sure of is that it is useless to lose time trying to make things right for games that were released 1, 2 or 3 years ago.

While I certainly understand what you're saying, perhaps I wasn't entirely clear about why I was even exploring the "solutions" for aging titles. With SEGA's renewed initiative to focus on digital content releases and existing IPs, I believe that some of these missed opportunities would allow SEGA to kill two birds with one stone. By adding mini-games back into Yakuza 3 with a Director's Cut DLC, or by releasing Valkyria Chronicles II & III on PSN for PSP/Vita, etc... SEGA could not only acknowledge and correct the mistakes that they've made but also make use of existing content that would not be directly dependent on SEGA Japan's development support. These things could be corrected or localized for the first time with little or no help from the Japanese studios, making them affordable and potentially useful in forwarding SEGA West's digital agenda with minimal resources.

As long as SEGA West plans to focus on digital content, they need to make optimal use of the stuff that's ready to go, instead of waiting for SEGA Japan to develop new products. Some of the games I've mentioned may be too far gone at this point, but I think you can understand why it would make sense to milk the viable ones for all their worth.

[Cireza]

I think that there is not much value to get from the missing content of Yakuza 3, the game can be found at a ridiculously low price, so there is absolutely no point in releasing it on PSN. This is common sense, at least I think. And the missing content requires a lot of translation, this is too expensive.

Valkyria III requires a heavy translation work to, I doubt that we are going to see a lot of RPGs as digital content because it is expensive to localize those games.

You have to think cheap/profit to try to guess what Sega is going to do. The best we can hope for is that Sega continues to raise the quality of its games (retail or digital), and make wiser choices concerning the kind of games and platforms.

[SpeedyGinger]

I think Sonic the hedgehog 2006 was a missed opportunity for different reasons. One being Silver the hedgehog's gameplay had potential but was completely messed up. The idea of a pshycic powered character is pretty cool. But his gameplay was unfinished. He was slow, he controled badly, and he had moves in the cutscenes such as launching pshycic projectiles, flying for an unlimited amount of time, and picking up about 20 robots with his pshycic powers. If Silver is in another main Sonic game he should play like this-
Through-out the whole game he is flying. Holding the jump button allows him to fly higher and holding the crouch button allows him to fly lower, AND HE SHOULD FLY FAST. Pressing the attack button allows him to shoot pshycic projectiles and holding down the attack button allows him to aim and charge his pshycic projectile. And if you move the aiming cross-hair when in aiming mode over an enemy or object, silver will stop charging his pshycic projectile and grab the enemy or object with his pshycic powers instead. releasing the attack button allows him to throw the enemy or object at whatever object or enemy the aiming cross-hair is hovering over. Thank you for your time, I can't wait to read your comments

[Radik]

(03)
The Game - Binary Domain [PS3, XBox360, & PC 2012]
The Mistake - plays great but looks generic
The Solution - SEGA not only needs to clarify the PC Steam release date, which reportedly cost them thousands of high-profit digital preorders, but they also need to throw serious post-release support behind the game to keep sales trickling in. The game is still pretty fresh on the market, so a late marketing push could still keep it from bombing financially.

No marketing push will save this game at this point, it just doesn't have the review scores and fan support of a title like Valkyria Chronicles which did manage to recover from an abysmal start. I think the fact that they're still offering exclusive preorder bonuses for the PC version is a terrible move, they should just be included in the main game already.

(06)
The Game - Sonic the Hedgehog 4 [PSN, XBLA, iOS, & Android 2010]
The Mistake - two years between episodes
The Solution - This one is very simple. SEGA needs to speed up its timetable for episodic content releases. As a digitally distributed entry in the spirit of Sonic classics, this game held tremendous potential, but no one will care if it takes this long to get each DLC add-on.

The game was also just not good enough. Haven't really been following the development of it, but Sega really needs to get their act together on the sequel.

(07)
The Game - Valkyria Chronicles II & III [PSP 2010/2011]
The Mistake - migration to PSP and no Western release for III
The Solution - Valkyria was a refreshing departure from the conventions of both JRPGs and the tactics sub-genre, but a sudden switch to handheld sequels alienated too many of the first game's brand new fans and destroyed momentum. Offering both games on PSN for digital download to PSP/Vita could repair a bit of the damage, and considering the lack of RPGs on Vita, this might be the perfect time for SEGA to strike.

VCII itself also catered to much to the Japanese market, introducing way too many anime stereotypes coupled with a storyline that was worse than the original. The move to PSP only was really stupid. This ensured its failure. Still not a bad game though, and I hear good things from VC III. Bundling the two and releasing them on Vita seems like a good idea.

So, what do you think? Can SEGA learn from their mistakes? Are some of the aforementioned misteps still redeemable? Have I missed any of the epic fails? No opinion or viewpoint can really be bad here, since SEGA needs to understand how their gamers are PERCEIVING the current state of affairs. Even if that perception is inaccurate or doesn't take certain business factors into account, there is no way for SEGA to understand player concerns or suggestions if you never voice them.

They need to actually listen for Sega to learn. For example, the voice acting and stereotypical characters in Binary Domain weren't received well in the very first trailer. And yet nothing changed, despite Sega claiming they were aiming at the Western market. They weren't listening at all. In the final release, the voice acting and character writing was just as poorly done as in the very first trailer. The Yakuza team, and perhaps the entire Japanese gaming industry, seem to be too stuck in their old ways to realize the market and game development has changed. And even worse, it now seems they're in full retreat from our market, which is an even dumber move. Yet it's the fault of Sega's management in Japan, and firing people from the Western offices won't resolve that. This really seemed unfair to me, and it's only because Sega of Japan don't want to open their eyes.

Above all though, they do need to up the quality of their games. And that goes double if they don't have the marketing capabilities of other companies. For example I hate of what Ubisoft has become over the past ten years, but they know how to do business. Their CEO once commented on how they had to invest more money in marketing to ensure games that received poor reviews still sold enough copies. Sega doesn't have those resources, and it really shows with the release of Binary Domain. Valkyria Chronicles made a relatively surprising recovery in sales because of the game's quality, the effort from Western Sega employees who really supported the fans and of course the fans themselves. We need more of that.

[Saberclaws]

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