4. Sega Saturn
The Saturn is probably the most battered, bashed and bruised of Sega's main console manufacturing career and they only have themselves to blame unfortunately. The Saturn was released in November 1994 in Japan and was due to see a release in the west on what Sega annoyingly labelled "Saturnday" which was advertised as Saturday 2nd September 1995. Sega's western fans were excited and started saving immediately to grab the console on day one, almost a year after the Japanese launch. The very first industry changing E3 commenced on 11th May 1995 and Sega took to the stage for their first press conference. Sega of America President Tom Kalinske strutted up onto the stage like Fonzy at a 'who's the coolest competition' and with a beaming smile he began to address those in attendance. He mentioned "Saturnday" which had been the PR drive for Sega's next console, and then proceeded to attempt to shock the audience out of their wallets by announcing that "Saturnday" was a hoax and the Sega Saturn was available immediately. The journalists were confused, what did he mean? Tom went onto explain they had made secret plans with Toys R Us and Electronics Boutique to begin selling the Saturn effective immediately which people took as a sign they wanted to get a head start on the PlayStation. This enraged other US retailers, developers and publishers who had been planning their games for a September launch and missed out on the excited day one customer window where money is thrown around with no regrets. The retailers left out of the childish secret meetings refused to stock the Saturn, and those that did offered a lot more shelf space to the incoming PlayStation. We all know how it ended from there, as the Saturn flopped in the west and was truly destroyed by the PlayStation and N64. Remember folks, people don't really like being surprised or being left out of any secrets. Let that be a lesson to you. That E3 reveal held the title of 'Worst Games Console Conference" until this year's Xbox One cannon fodder showpiece.