As the story goes, Sega of Japan and Sega of America were at war. How much that war has been exaggerated by books like “Console Wars” is not currently known, but there was at least some amount of real tension between the two branches and it sounds like Sega of America started to overstep their boundaries by some amount.
So from day one there’s kind of been this in-built notion of “Sega of Japan knows best.” You go back to something like Segagaga on the Dreamcast, and that game puts forth the idea that their stand-in for Sega of America’s Tom Kalinske nearly killed Sega. Even Console Wars paints Sonic Team as sick and tired of Sega of America’s demands.
The real eras of Sonic, from the way I see them:
- Genesis Era: Sega of Japan realizes they need a mascot on the same level of popularity as Mario. They ditch Alex Kidd, run an internal competition, and Naoto Ohshima of Sega AM8 wins. AM8 explores several concepts and lands on Sonic the Hedgehog, a bad boy rockstar. The newly restructured Sega of America has some feedback to file down Sonic’s roughest edges, but it’s not what AM8 (now called Sonic Team) really wants. Unfortunately, the retooled Sonic catches fire in America (and later the UK), dealing a major blow to Sonic Team’s agency over the character. In every game, every request from Sega of America makes Sonic a bigger and bigger star in everywhere but Japan. Sonic sells just okay in Japan, but is nowhere near the wildfire success of English speaking territories.
- Saturn Era: Sega of Japan guts Sega of America from the inside out, and free from Tom Kalinske’s influence, effectively says “Who needs Sonic, anyway?” Another competition is held, this time bringing three games to market: Astal, Bug!, and Clockwork Knight. Whoever sells the most is Sega’s new mascot. All three games fail to make a meaningful dent. Fortunately for Sega of Japan, the Saturn is selling better than the Genesis did, so they double back and launch “Project Sonic”, an effort to re-educate Japan on Sonic the Hedgehog. This leads to the release of Sonic Jam. Sonic R and the Saturn port of Sonic 3D Blast are inducted into Project Sonic later, even though they weren’t originally part of it.
- Dreamcast Era: Part of the reason for “Project Sonic” was due to the fact Takashi Iizuka had an idea for a “Sonic & Knuckles RPG.” In Japan, the “RPG” genre is slightly different from what most of us think of it, and that leads to Sonic Adventure. The Japanese market still struggles to care about Sonic the Hedgehog. So, “Sonic Team USA” is formed in San Francisco, where Sonic Adventure 2, Sonic Heroes, Billy Hatcher and Shadow the Hedgehog are developed. Despite being in the heart of their biggest consumer base, Sonic Team USA slides deeper into a slump, thanks in part to poor working conditions handed down from Sega of Japan. And remember: this was still in the early days of “global communication,” so things were probably tougher than you may think.
- Gamecube Era: I sort of feel like this is another attempt to have Sonic break in to Japan. Particularly with the launch of Sonic X, which in retrospect was Sonic Team getting to flex a lot of ideas they planned for the games but had to cut. Of course, it struggled to catch on in Japan, and ended up being ten times more successful in America, where 4Kids funded an entire third season and the show stayed in constant reruns for ten straight years.
- Xbox 360 Era: The transition to the Xbox 360 was rough on a lot of Japanese developers. This was the era of western dominance in games, and it hit more than just Sega really hard. Namco, Konami, Capcom, everyone struggled. This era not only gave us Sonic 06, but it featured Sega of America taking a bit of a swing again. From what I understand, Sonic 4 started out as a simple little phone game and somebody from Sega of America pushed to make it into a bigger deal. That “bigger deal” became one of the most hated Sonic games in the franchise. Thanks, Sega of America.
- Wii U Era: Once again, Sega of Japan flounders (Sonic Lost World), tees up Sega of America (Sonic Boom), and once again, Sega of America’s end of the deal is the bigger disaster – though largely due to circumstances thrust upon it from Sega of Japan (and, technically, Nintendo).
- PS4 Era: Thanks to a long shot twist of fate starting with Sonic 4, we receive Sonic Mania. Sonic Mania is a group of English-speaking Sonic fans showing Sega what they like about Sonic the Hedgehog. It goes on to become the highest rated Sonic game since 1994. Sega of Japan gives us Sonic Forces at the same time.
- PS5 Era: Talks apparently break down for Sonic Mania 2 (I still say Evening Star knew what they were worth and Sega wouldn’t pay it), so a favor is called in and Naoto Ohshima gets to make another Sonic game for the first time in 20+ years. Like a lot of Sonic output since 1994, it feels undercooked and rushed. Meanwhile, we get Sonic Frontiers, a game that people technically like… but was also clearly built out of rushed, undercooked table scraps.
Throughout all of this, I would say xenophobia is a strong word. Sonic Mania was kind of a miracle. and I doubt we’ll ever see that kind of thing repeated. Sega is pretty fast and loose with the Sonic franchise, but not fast and loose enough to just trust a small indie team to make a new Sonic game whole cloth like that again. Sonic Mania happened because of five or six years of slowly building trust, and the way that door opened to begin with was purely an accident.
Takashi Iizuka does sort of recognize that America is where Sonic matters the most, at least. He moved back to America during the production of Sonic Mania, and he’s still living here as far as I’m aware.
Anyway, I’d never say that Sonic being popular in the west makes Sega angry. Sega likes money, and good business is still money in their pockets. I maintain that Sega of Japan doesn’t (and maybe never) understood what was good about Sonic. Even from the very beginning, what they wanted Sonic to be and what made Sonic a success were slightly different ideas. I fully believe that if Sonic Team got to go ahead with the rockstar Sonic idea they originally pitched, we probably wouldn’t be talking about Sonic like this right now.
And the thing to ultimately keep in mind is that Sega can only do what Sega knows how to do. It’s not even necessarily their fault; they can only be themselves. They are a Japanese company, they are making games from that cultural perspective. It’s just… that’s a company that constantly drops the ball on things they don’t “get.”
It’s been my long standing belief that they drop that ball because Sonic is successful
in spite of Sega of Japan’s mishandling of it. Which just confuses Sega even more, because they can’t approximate
what people like about Sonic. So they just kind of try their best, keep doing what they’re doing, and hope everything works out.
Because that’s what you do in business. If the goose is laying golden eggs, you don’t mess with it. You don’t have to understand why it’s laying golden eggs, you just have to understand to leave it alone until it’s finished.
So I imagine somebody at Sega of Japan is like
“I think your work is bad and I don’t understand it, but whatever you do, don’t stop.”
And, as I understand it, sometime around Sonic Generations, sales began to slump. Those golden eggs started getting smaller. Hence the need for Sonic Boom, right? A refresh. A shot in the arm. A way to bounce back. Shackled to a platform most people didn’t like. Following a game that, according to rumors, bombed worse than any Sonic game has ever bombed.
The fear set in. Sonic Forces could not be a money pit they threw cash into. They had to turn things around. Some way. Some how.
Sonic Mania was a surprise. They rushed to get Sonic Mania Plus out to squeeze more blood from the stone. They tried to get those guys back to do a sequel, but talks broke down. They had to try something new… and on a budget.
Running a business and what to approve and disapprove involves a lot more consideration than you’d think and a lot more fear of messing up a good thing. That’s not to say Sega did the right thing and didn’t mess a lot of things up, but it’s easy to see how they could get confused about what people want and how to best serve them.