CELEBRATING SONIC THE HEDGEHOG’S
Sonic’s epic journey across two decades of success is nearly bang up to date, but first a quick stop in the year that saw our hero make a surprising new friend
2007 saw some surprising deals and partnerships emerge. At retail, GAME bought
GameStation to take its High Street presence to scary new levels. And in software, the industry was stunned when Activision and Vivendi merged to create the biggest publisher in the world. For gamers, however, the most amazing alliance was that of Sonic and Mario, who came together for the first time ever in a game based on the upcoming
Retail
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Olympic Games in Beijing. Previously, the two icons of gaming had been arch enemies – mascots and sales drivers for two rival hardware manufacturers. But, with Sega pulling out of the console race and focusing on multiplatform publishing, there was, in 2007, nothing to stop the most culturally significant partnership since Paul McCartney met John Lennon at the Wooton Village Fete.
It helped, of course, that Mario & Sonic at the Olympic Games
2007
was a great game as well as a landmark deal.
Since then, there has been a Winter Gamescollaboration and, of course, they will soon re-unite again to compete in the London Olympics.
The fact this title was even published proved that, 16 years after he first appeared, Sonic was still capable of springing major surprises – and still starring in the biggest games around.
MARIO & SONIC AT THE OLYMPIC GAMES
I REMEMBER IT WELL
Sony launched the PlayStation 3 and with it Sonic the Hedgehogwas a launch title. I remember it well because I joined Sega from Eidos approximately six weeks before the launch, a great introduction. Sonic may have lacked some of the attributes of Lara but, for sheer
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24 September 2nd 2011
The coming together of the games industry’s two biggest icons was a truly momentous occasion. As Sega’s then European boss Mike Hayes commented at the time: “If you’d have told me ten years ago that this was going to happen, then I’d have said hell will freeze over first.” Released for the Wii and DS, it allowed players to compete as either character in 24 different events. It was a critical smash and a sales phenomenon – going on to sell over ten million units worldwide. Since then the two have remained close friends, collaborating once again for Mario & Sonic at the Olympic Winter Games in 2009 – and, of course, they will be back for Mario & Sonic at the London 2012 Olympic Games.
speed, you wouldn’t back anyone else. Later in the year the England rugby team played South Africa in the Rugby World Cup, if only Mark Cueto had Sonic’s turn of pace, he’d have scored ‘that’ try in the corner and England would have retained the World Championship – fingers crossed for this year though. In 2007 I also celebrated my 10th anniversary in the games industry, it’s incredible to think how quickly time flies, so much has happened. It was also the year I celebrated my 10th wedding anniversary in fact, the actual ‘start dates’ are only a week apart. I still struggle to remember one of the dates though.
But for me I guess that 2007 (from a professional sense) will be remembered for the beginning of a different partnership – that of Mario & Sonic at the Beijing Olympics. I remember being speechless when I was first told of this incredible collaboration, surely the only thing that could top this would be if the Olympic Games were ever to come to London….
Then - UK Sales Director Sega Now – UK Managing Director & Digital Distribution Director
www.mcvuk.com
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