Aw, man. I had the most amazing response written. I'm talking complete article material, here. You'd reinstate Casual Fridays just for this week, just to stick it on the end of the issue. If TIME ever found out about it, they'd publish it immediately, everywhere, and so many people would read it that they'd make me their king. I would then use its immortal insight to lead the world into an eternal golden age of peace and prosperity. Figures I'd move focus out of the text box, causing the "backspace" key to move me to the previous page, and hitting "forward" doesn't bring it back. Ah well. I'll give you the highlights.
I really am not sure what Sega is trying to accomplish with the Sonic brand any more. In the nineties, it was pretty simple: Sonic was the mascot. Sonic was there to be the sort of character that Sega itself wanted to be seen as. Sonic was fun. He had just the right amount of edginess. He was the upbeat, easy-going wisecracking underdog who made it his business to stick it to The Man, who was unambiguously evil. He had a simple, unique power that was simply too much fun for him to not use it in every part of his daily life. This is exactly the sort of traits that gamers want from their game companies. Sonic was there to be Sega.
Gamers take brand loyalty to levels unparalleled outside of politics. A gamer is nothing if not a person who can imagine the maker of his chosen entertainment as a real, thinking, breathing entity with motivations beyond selling things. A gamer can take something that's really only a handful of lines in some accountant's ledger, and turn it into a soap opera with a real impact on his life. Was it so difficult to think of the Genesis as the dashing, irreverent upstart, and the SNES as the bumbling old guard? But that's not Sega and Nintendo; that's Sonic and Mario. Around the time the Dreamcast launched, wouldn't it have been easy to imagine Sega as the last remaining hero standing up to Sony's colorless, flavorless, robocratic hegemony?
Even if Sony doesn't make a good Robotnik (for example, there are no cute animals inside any Sony products that I've seen), Sega fit right in with the fans' imagined war in 2000. Sega had just gotten all seven Chaos Emeralds, or maybe it was Sonic who had finally found the recipe for the perfect console. And it was just in time: Sony's PS2 flew in like the Flying Battery and made a lot of noise. Things looked grim, sure, but things always look grim in the last couple levels of a video game. All this meant was that Sega was going to begin its final showdown with Sony. Sonic was going to win, no matter what kind of impressive, screen-filling, alpha-transparency-employing, scaling-and-rotating flying spiky deathtrap Ken Kutaragi was piloting this time.
Only, it didn't work out like that. It can be easy to forget that a business is not like a video game character. Video game characters snatch victory from the jaws of defeat. It's what they do. When you confront a business with the jaws of defeat, however, it's not worried about snatching much of anything, except a new line of work. That's just the nature of the beast. So, in the end, it wasn't even that Sonic ran out of continues. It was more that he had no rings left after the Saturn, and the miniboss was right ahead, and rather than go on with the fight, he wandered off and asked Eggman if he needed a new janitor. That's exactly what a business should be doing, but what about the video game character who acts as the business' spokesman?
And this is what I can't help but wonder. Did Sega's remaining developers buy as much into Sonic's image as the fans did? Did they also manage to convince themselves that Sega was Sonic? If not, then all this Shadow the Hedgehog crap is just cashing in on an obsolete brand. Nothing to see here. But, if they are (and since I'm a gamer and I love to make game developer politics into my own private soap opera).... Why, that would mean that Sega gave up. They threw in the towel. They went to be Eggman's janitor. They lost, after they came so far, and they didn't even try to stop it. That's not something Sonic does. He might be their biggest brand, but he can't be their mascot any more. And the developers who haven't jumped ship are left going through the motions of being Sonic, of being Sega, while trying to find out just what kind of character they've become. If Sega itself doesn't feel like Sonic any more, then how can their games feel like Sonic games?
Well. That was about the dorkiest thing ever. And all this from a life-long Nintendo kid!