The immediate priority wasn't to engage in a war of words with Sony, but to establish the IDSA platform.
Takuya Nakayama chose the Sony Headquarters in Shinagawa as his first stop.
He was received by Nobuyuki Idei.
Ken Kutaragi, it was said, was holed up in the lab with his team, making a final push to finalize the console design and had no time for such business visits.
Idei greeted Nakayama with a slightly amused expression.
The relationship between the two companies was delicate.
On one hand, they had collaborated deeply on CD-ROM file systems and optical drive technology, and Sega's DDR had even helped Sony test the waters in the gaming industry. On the other hand, as the development and promotion of PlayStation and Jupiter gradually became public, the two companies were on the verge of becoming fierce rivals.
"Executive Director Nakayama, it's a rare sight," Idei said, signaling his secretary to serve tea. "I thought you'd bring a Disaster Relief Little Hero cartridge to teach me about disaster prevention."
"No need for that. I see Sony's headquarters has an excellent earthquake-resistant structure," Nakayama replied with a smile, accepting the teacup and taking a sip. "I'm here today to discuss the January CES in Las Vegas with you."
Idei raised an eyebrow. "CES?"
"Exactly. I imagine Sony felt the same way about the trade show in January. Though Sony is an electronics giant and their booth wasn't relegated to the adult section like ours, displaying game consoles amidst refrigerators, TVs, and vacuum cleaners must have been quite unpleasant, don't you think?" Takuya Nakayama set down his teacup, his tone casual as if chatting about everyday matters.
Nobuyuki Idei remained silent for a moment.
Indeed, in the eyes of CES organizers, Sony was known for its Trinitron TVs and Walkmans. As for the PlayStation division, still in its infancy? It was probably just an afterthought.
Without the support of the electronics division, the gaming department's treatment wouldn't have been much better.
"Those in the electronics business look down on game developers," Takuya Nakayama leaned forward, tapping his fingers lightly on the table. "Even though our revenue is nearly surpassing Hollywood's, they still see us as just making electronic toys. Sega doesn't want to live under their thumb anymore."
"So?"
"We want to split off. Or rather, become independent." Takuya Nakayama pulled a pre-prepared draft from his briefcase. "Sega plans to unite with major manufacturers to form the Interactive Digital Software Association (IDSA) and host our own trade show, the Electronic Entertainment Expo, or E3."
Nobuyuki Idei took the files and quickly flipped through them.
When he saw the clause "We will not seek absolute control," his fingers paused mid-page.
"Sega doesn't intend to be the leader of this alliance?" Idei looked up, his gaze sharp. "That doesn't sound like the Sega that wanted to take Nintendo down."
"Business isn't war," Takuya Nakayama said, spreading his hands. "There's no need for a life-or-death struggle, at least in the gaming industry. In this association, we only want a certain amount of influence—to be one of the co-founders. We want the dignity of an industry leader, not to dictate terms. As long as the rules are fair and promote the healthy development of the video game industry, everyone can compete on their own merits. Sega is confident in facing normal industry competition. I imagine Sony, with their Tyrannosaurus Rex in hand, would also need a professional stage to showcase it, right? It's better than shouting over vacuum cleaners at CES."
Idei closed the files without immediately committing. "Besides us, who else have you approached?"
"In Japan, Sony was the first. As for Matsushita, I'll visit tomorrow." Takuya Nakayama paused, a cunning smile playing on his lips. "As for Nintendo..."
"Minoru Arakawa?"
"Exactly. Let's have our American president talk to him." Nakayama shrugged. "After all, Arakawa is much more reasonable than that old stubborn fool in Kyoto when it comes to saving money and making money. Once he realizes that skipping E3 will put Nintendo at a significant disadvantage in media exposure, he'll be more enthusiastic than anyone."
Nobuyuki Idei couldn't help but chuckle.
The image of Sega being tasked with handling Nintendo was, in itself, amusing.
In a way, this was a disguised form of "using a borrowed knife to kill," or perhaps "divide and conquer."
"Establishing the association's headquarters in the United States and leveraging its global influence is indeed a strategic move," Idei said, gently stroking the cover of the document. "However, this is a matter of great importance; I'll need to discuss it at the board meeting."
"Understood. But I trust your judgment, Mr. Idei." Nakayama stood up and straightened his suit. "After all, if even a giant like Sony believes video games can only be a supporting act for refrigerators and color TVs, then this industry is truly pathetic."
After seeing Takuya Nakayama off, Nobuyuki Idei stood before the floor-to-ceiling window, watching the young man's retreating figure slip into a Toyota Century.
"IDSA..." he murmured, repeating the name under his breath.
Sega is using a bold, open strategy.
If Sony refused to join, they would be excluded from this emerging core circle of the industry. If they joined, they could stand on equal footing with Sega and secure a co-founding member status in the association. Regardless of Sony's decision, having their own top-tier gaming exhibition would undoubtedly benefit Sony, especially with the upcoming launch of the PlayStation.
"That guy is more formidable than I imagined," Idei said, turning to leave the office.
Instead of heading directly to the top-floor president's office, he made a detour to the Hardware Development Department.
The moment he pushed open the lab door, a wave of heat, thick with the smell of solder and burnt coffee, washed over him.
Ken Kutaragi was staring blankly at a rotating Tyrannosaurus Rex on the screen, his brow furrowed as if he were trying to figure out how to make the prehistoric beast's textures more realistic.
"Stop staring. It won't jump out of the screen and bite you," Nobuyuki Idei said, tapping on the doorframe. "President Oga wants to see us, along with Managing Director Nakabachi."
Ken Kutaragi impatiently removed his glasses, rubbing his red eyes. Clearly annoyed at being interrupted, he said, "If this is about budget cuts, I'm not going. The PlayStation's development is at a critical stage."
"Of course not," Idei replied, shaking a file bag he was holding. His tone held a hint of amusement. "Sega just sent us a declaration of war—or you could call it an entry ticket."
Ten minutes later, on the top floor of Sony Headquarters.
Oga Norio looked at the three core figures of Sony's game division before him, calmly leafing through the IDSA draft Takuya Nakayama had left behind.
The office was silent except for the rustling of paper.
"Sega wants to lead a rebellion?" Kutaragi snorted coldly after Idei's briefing. He leaned back against the sofa. "Takuya Nakayama is overreaching. He hasn't even finished making the game, and he's already trying to dictate industry standards. Is this some kind of political gamble?"
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