Super Mario: How Nintendo Conquered America by Ryan Jeff

Author:Ryan, Jeff [Ryan, Jeff]
Language: eng
Format: epub, azw3
Publisher: Penguin Group US
Published: 2011-08-04T04:00:00+00:00

THE U.S. SHORES ENDED UP BEING A TENSE PLACE TO BE IN 1993. Yamauchi was tired of seeing declining profits from the American division, which had let Sega build up momentum. He never played video games, but was invincible in Go, the game where one move changes everything. He made one of those moves when he created a chairman position for Nintendo of America—and gave it not to Arakawa but to Howard Lincoln. An American, in charge of the American division. As if this wasn’t a clear statement, he publicly shamed Arakawa, saying the son-in-law would be let go if the lethargic performance continued.

Yamauchi may have been trying to force a crack in the friendship between the two men: believing that great men could only be great alone. It didn’t work. Arakawa and Lincoln continued to work well together, according to reports of the time, taking more initiative stateside for game design, and going after Sega in new ads. They also cranked out Super Mario All-Stars, a SNES game collecting the first three Super Mario NES titles. Those were all tactical decisions, though. To really take on Sega, they would have to make some bold strategic moves. Little did they know one of these moves would create Nintendo’s all-time greatest rival—and give that rival the very technology to bring Nintendo to its knees.

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