Electronic Arts Chief Competition Officer Peter Moore spoke to his experience as a former executive at SEGA, saying he believes the company "burned too many bridges" with the Saturn, which forced them to exit the hardware business after the Dreamcast failed to take off.
"When I first arrived at SEGA that was our first challenge: 'how do we somewhat apologize for the Saturn and then really position a fresh start with the Dreamcast,'" Moore shared on this month's episode of IGN Unfiltered.
According to Moore, SEGA wanted to leave off the company branding and simply call its next console the Dreamcast, but he insisted it be called the SEGA Dreamcast. "The minimal research I had time to do [indicated] there was still tremendous good will, which there still is today, for the SEGA brand," Moore said, "so I insisted on putting SEGA Dreamcast on the box and calling it the SEGA Dreamcast."
Unfortunately, however, SEGA's efforts weren't enough to revitalize the company's place in the hardware business, with Moore acknowledging that Saturn's failure coupled with Dreamcast's lack of success was a "real challenge" that put the final nail in the coffin, leaving SEGA with no other choice but relinquish its position as a console manufacturer.
For more on the history of SEGA during Moore's time at the company, check out our full IGN Unfiltered interview with Electronic Arts' CCO.
Alex Osborn is a freelance writer for IGN. You can follow him on Twitter and subscribe to him on YouTube.
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