Once upon a time, Nintendo reigned supreme in the North American video game market with its star character, Mario. Sega, determined to change this, launched the 16-bit console Genesis and their new mascot, Sonic the Hedgehog. Behind this strategic move was Al Nilsen, Sega of America’s former group director and head of marketing, a man with a mission to put Sega on the gaming map.
Before Sega, Nilsen had already accumulated experience at Mattel and Hasbro. But when he joined Sega in 1989, his task was to help launch Genesis and ensure Sonic became a household name. Sega’s strategy was to keep the blue blur a secret until just before the 1991 Consumer Electronics Show. They planned to showcase Sonic's breakneck speed and vivid colors against Super Nintendo’s Super Mario World, proving to gamers that Sonic was not only a viable alternative but a superior experience.
Nilsen often traveled to Sega of Japan to discuss product development and was even chosen by Sega’s president to be the company’s liaison with Michael Jackson for game collaborations. His role involved meticulous planning and understanding of the games, highlighted by a memorable encounter with Jackson, reflecting his deep involvement in both business and creative sides.
The mascot choice fell to Nilsen when Sega of Japan presented him with two options: a round, egg-shaped character, and a blue hedgehog named Sonic, complete with a rock band and a girlfriend reminiscent of Marilyn Monroe. Despite Sonic’s unusual concept, Nilsen chose him, recognizing the potential appeal of the spiky speedster.
While coordinating worldwide for the company, Nilsen also saw his job shift away from direct market impact to more global marketing coordination, which distanced him from the hands-on product work he thrived on. His travel schedule grew taxing, and combined with a growing series of decisions from Sega of Japan that ignored Sega of America's input, begged the question of his future with the company.
Still, his marketing genius shone through in the lead-up to Sonic 2’s release. Nilsen and his team planned a coordinated global launch on 'Sonic 2sday,' including a Sonic 2 tour in the U.S., double-decker bus promotions in London, and Sonic balloons overseas. They wanted the world to be talking about Sonic and effectively converted that vision into reality.
Nilsen’s tenure at Sega was marked by significant victories, such as the preference of Sonic over Nintendo’s superstar Mario - even in market tests conducted near Nintendo's own headquarters. However, by 1993, when Sega unveiled the 32X and subsequently the Saturn, Nilsen noted product issues and a disconnect between Sega’s branches. It was these discrepancies that eventually led him to move on from Sega to join Viacom’s new media group.
Nilsen’s story is a tale of a pivotal era in video gaming history, when Sega, underdogs of the industry, took on the titan Nintendo and changed the gaming landscape forever. Sonic became more than just a character; he was a symbol of innovation, a result of Sega's risk-taking and Nilsen’s marketing prowess. Through Sonic, Sega not only showcased a new kind of gaming speed and aesthetic but also embodied the competitive spirit needed to challenge an empire.
You must be logged in to post a comment!
