Console Wars: Sega, Nintendo and the Battle That Defined a Generation, by Blake J. Harris
Atlantic Books (2014), Paperback, 592 pages
I have to admit this book left me cold, not because it is not extremely interesting, absorbing and well-written, but because of the subject matter. The book details the explosion in the videogame industry in the late 80’s and early 90’s, when after a hiatus following the earlier collapse of Atari in 1983, sales of consoles and games exploded into millions of units. The primary engines behind this growth were the rival corporations of Nintendo and Sega. At the beginning of the story, Nintendo had a death-grip on the home entertainment market, while Sega was a struggling Japanese arcade game maker who barely had a presence in the USA. Enter Tom Kalinske, a former successful Mattel executive who is headhunted by Sega while holidaying with his family. In the course of the next decade, Kalinske molds a team and philosophy at Sega that turns the videogame industry on its head, at its culmination briefly overtaking Nintendo as the biggest seller of consoles in the US, before jealousy by the company’s Japanese parent and a dual strike by Nintendo and Sony effectively ends Sega’s console ambitions for all time. The story is symbolized by the rival corporations’ flagship mascots, Mario for Nintendo, Sonic the Hedgehog for Sega. The book strongly channels the “cola wars” conflict between Coke and Pepsi, which is referenced in the story, as well in as the sly title. As I said, this is a fascinating book, absorbing for anyone like me who loves games and gaming. And I am the first to admit that gamers like myself have benefited immensely from the technological advances this conflict sparked. However, I said the book left me cold and that is true. I had no emotional involvement in this story because I am not and have never been a fan of consoles. I am a hardcore PC gamer, one of those some of us would refer to as “one-percenters”, those who only game on PC, never on console. To me, consoles are toys for the entertainment of children, and I really feel I had this view confirmed by the actions of the principals described in this book. You will simply never read of any more childish, immature and petty actions and stunts perpetrated by supposedly adult executives to denigrate or even bring down their opposition. To me, they are toymakers, and they act exactly like it. But don’t let that stop you from grabbing this book and devouring it, if you have any interest in videogames at all. It truly is an epic, fascinating read.