10 Worst Video Game Marketing Campaigns Ever
1. Changing A Console's Entire Release Plan Last Minute - Sega Saturn
It's easy to see why the Sega Saturn is intertwined with the word "failure", considering it was discontinued after only three years on the market. But the console wasn't let down by bad games or technical limitations. It died out because of a promotional screw-up.
When it launched in Japan, the Saturn sold very well, mainly because of how Virtua Fighter was ported so successfully on the system.
Although the Saturn was set for a global release in September 1995, Sega of Japan brought the launch forward by four months to avoid competing with Sony's Playstation. Because gamers are always eager to get their hands on the latest console, the early release of the Saturn sounded like a dream come true.
But the way Sega went about this decision was disastrous.
On May 11th 1995, Sega of America CEO, Tom Kalinske, announced at E3 the Saturn was available that day, and the company had already shipped 30,000 units to Toys "R" Us, Walmart, and other stores. Retailers were furious by this last-minute change, since they had no time to adjust their stocks. Some retailers like KB Toys were so upset by Sega's incompetence, they refused to sell the Saturn altogether.
Considering the system only had six games available, it was all the more reason why the Saturn should've stuck with its original release date.
This fiasco didn't just sink the Saturn - it left Sega with a reputation for outright incompetence, which it maintained until they abandoned the console business in 2001.