Sonic and Mario in the same game? Is nothing sacred? I spoke to Sega's European President Mike Hayes and Laurent Fischer, European Marketing Director of Nintendo, about icons, Wii and crossing the gaming divide.
How did this deal come about and what was the thinking behind it?
MH - It was inspired by the Olympics. Sega won the licence to the Olympics a long while ago and after listening to the IOC it was clear they wanted the Olympics to reach out to more people. So we thought rather than just create a simulation why not create something with the characters we have that are popular with kids around the world, like Sonic, Knuckles and Tails. But we are also very close to Nintendo and we thought what about Mario? And as the Olympics is a neutral world, rather than a Sonic or Mario world, we thought it would work. So we spoke to Nintendo. They liked the idea, we shook hands and that's how the whole deal came about. The Olympics is the driving force behind it.
LF - The Olympic spirit brings everyone together, including gaming icons like this. And we are really excited to make gamers dreams come true.
MH - It also shows how important videogames have come that the IOC wants to use them to drive the Olympics to new audiences.
How involved will the IOC be in the development and will it impact on your development?
MH - We want to take the basic events in the Olympics and then use the traits of the characters to have fun in the environment. The IOC agreed with us that the game should be fun for all rather than a simulation or serious sports game.
How do Sega and Nintendo work together without compromising and releasing a diluted version of the characters?
MH - The game is being developed by Sega in Tokyo, so we are taking the lead. But the game has full design co-operation with Nintendo, including an important design role for Shigeru Miyamoto.
It has been done before but how does Nintendo feel about handing over development of a Mario game to a partner?
LF - We've already had experience of this with appearances in EA games. It's all a question of relevance and what can Mario bring to the game. We think this is beyond expectation and will really create a huge audience for the game. Both Mario and Sonic fans will enjoy the game. We are certain the game will be fun and have a lot of enthusiasm about this exciting project.
Back in the day this would have been the equivalent of Sony and Microsoft joining forces - is it a sign of the games industry maturing?
MH - This would have been inconceivable a few years ago when Sega was a hardware provider. And fifteen, sixteen years ago Sega and Nintendo used to be locked in combat. This is like Pepsi and Coke or PC and Mac. But the Olympics were the inspiration and now that Sega is a multi-software publisher the time is right for the unthinkable to occur.
There is a lot of press about inactive kids, can this game help reverse that trend?
MH - The Wii is the perfect home for this game. We are going to use the full feature set to make this a very active and energetic game.
How relevant are Sonic and Mario in 2007? Hasn't gaming moved on and grown up?
MH - The appeal is across the board. Older gamers will be fascinated by the coming together of two icons will children still love the characters. Nintendo are also brining families back to gaming and a much broader audience will be excited by this game. And don't forget that Super Mario 3 remains the biggest selling game ever and Sonic and Mario games still sell in the millions.
LF - New Super Mario Bros has sold fantastically well on the DS while Mario Kart has always done well. Mario is still hugely popular and appeals to people of all ages. Wii and DS are designed to appeal to everyone and we want to entertain everyone. We feel we have made a good start with Wii but there is still a long way to go to make gaming as popular as watching a movie.
Why are these aging characters still popular then?
MH - Because Sega and Nintendo continue to make great games. We're evolving them on new platforms in new ways but the entertainment appeal remains high.
LF - Every single Mario game is different and adds something to the character. People really identify with Mario as an icon and always know they are playing a Mario game whether it is DS or Wii.
How are you going to split the publishing, marketing and promotional activities?
MH - Sega will publish in Europe and the West while Nintendo will do the same in Japan and Asia. There is a real equitable split. So Sega will lead the marketing push in Europe but with Nintendo's co-operation. With Nintendo, Sega and the Olympics all involved we've really had to create a manageable process to make the game development go smoothly.
Can you explain the role of the ISM? MH - They own the rights to the Olympics and really understand the videogame business. They've facilitated a lot of this activity. Historically Olympics videogames have been simulations so they were brave to let us create something different. But the IOC was the inspiration - they are passionate people and have a real vision for the Olympics which really helped us create ideas for the game.
While we saw more consolidation of leading gaming characters and brands? MH - I don't think so. Mario and Sonic really work well together, But Sonic and Lara? LF - The key thing is relevance. We are not doing this just because we can but because it makes creative sense.
For the game itself won't it just be Sonic winning the 100metres while Mario does well in the shot put? MH - You'd think so wouldn't you? We aren't releasing any details yet but the developers are the kings and we're sure they will balance everything and create a really fun game.
Any idea when the Wii will available in the shops in any great quantity?
LF - This is a worldwide issue but it is important to understand that this isn't just a production issue. We are on target to have produced 6 million units by the end of March. The things is that the demand level is growing every day. The Wii is so unique and appealing to a wide range of people that demand is growing rather than slowing after launch. We are trying as hard as we can to get more stock and there is huge demand. This isn't a case of us withholding or limiting supply. We are concerned that people can't buy the Wii but the situation is getting better and will improve further over the coming months. I saw a second hand Wii for sale the other day in a shop for more than the standard retail price, so this shows you the demand that is there. And if people want but can't buy the Wii that is a real concern for us. But things will get better.
What will be the legacy of this game?
MH - We've delivered a gamers dream and achieved what people thought was impossible. I've never seen a response a like this from fans, press and especially retail. Everyone is very very excited and we can't wait to get the game out to everyone.
