Sega’s third-generation console, the Sega Master System, was released in 1985 to compete with Nintendo’s Family Computer (Famicom). Although it didn’t come close to dethroning Nintendo’s juggernaut console, it is estimated to have sold over ten-million units worldwide. It became especially popular in Europe and Brazil where the Famicom – known abroad as the Nintendo Entertainment System (NES) – didn’t have as much presence due to a less extensive marketing campaign in those regions on the developer’s part. Regardless, Sega realized that they needed to do something drastic in order to stand even a small chance of capturing Nintendo’s market share – especially after NEC entered the business and released the PC Engine.
Sega’s console research and development team, led by Masami Ishikawa, began work on a successor to the Master System almost immediately after its launch. They faced two especially daunting opponents: one that had a majority of the market share and the other rapidly gaining a lot of domestic popularity. Therefore, they decided to integrate a 16-bit microprocessor into this new system. The company had experienced a lot of success in the arcade scene, so Mr. Ishikawa and his team adapted the Sega System 16 arcade board, retooling it for a home console. Through shrewd negotiations, the team was able to procure a Motorola 68000 to use as the system’s central processing unit in exchange for an upfront volume order. The team originally wanted to call the console the Mark V, keeping consistent with the naming convention the company had been using up until that point. However, the management wanted a stronger name, so after going through nearly 300 proposals, they dubbed it the “Mega Drive”.
In contrast to the Famicom, which was primarily aimed at children, they sought a mature look for their console in order to advertise it to all ages. To accomplish this, the console’s design was inspired by audiophile equipment and automobiles. That way, when placed side-by-side with a Walkman or a CD player, it would blend right in. To demonstrate the significant technological leap compared to the Master System, the words “16-BIT” were proudly emblazoned upon the console’s surface.
The console was first announced in the June 1988 issue of Beep! magazine. It would see its domestic release the following October before launching in North America in 1989. From there, it would see releases in South Korea, PAL regions, and Brazil in 1990. It was known as the Mega Drive abroad but would be renamed the Genesis in North America. The exact reason for this name change is unknown, though some speculate it may have been a result of a trademark dispute. Much like how Nintendo made Super Mario Bros. a worldwide phenomenon by bundling it with every NES unit sold, Sega knew they needed to follow suit – and they had the perfect game for the task.
A developer by the name of Makoto Uchida had recently created a new arcade game on Sega’s behalf. It was known as Beast King’s Chronicle domestically and Altered Beast abroad. Mr. Uchida felt nervous, as it was the first game he developed, but to everyone’s surprise, Altered Beast became a hit – especially after it had been released overseas. As the System 16 arcade board served as the basis for the Sega Genesis’s hardware and the game proved to be a hit, it was the ideal choice for the developer to port to their newest console. It was ported to nearly every active platform at the time, including the Famicom ironically enough, yet the Genesis port would be the main point of pride for the company, who claimed it to be a perfect conversion. To this day, the game is considered a hallmark of both Sega’s arcade lineup and the Genesis’s library. In the face of fierce competition, was Sega able to make a grand entrance in the fourth generation of consoles?