Back in his SEGA days, Peter Moore was asked to conduct a survey in the US with the following question - 'If a video game publisher was a relative or a friend, who would they be?
These were the results:
EA - Arrogant quarterback, 6'5", walks in, gets the girl, nobody likes him
Rockstar - that's your drunken uncle that shows up from Vegas once a month with a hooker on his arm and looking for money and then he's gone again.
SEGA - Your grandad. Used to be cool, but even he can't remember why anymore."
This didn't go exactly as he might have hoped:
When Moore brought a video of the focus group to present to his Japanese colleagues, they refused to believe the validity of what the American consumers had been saying. That's when things got especially rough with Sonic creator Yuji Naka.
"I said, 'We need to be incredibly aware of the challenges we face as a brand at Sega,' you know, and so I play the video. Yuji Naka, Naka-san, maker of Sonic, is in the room. Now, he and I have a love/hate relationship on a good day. And we show him this, and it's subtitled in Japanese, and when it comes to that piece he just [slams his hand on the table], 'This is ridiculous. You have made them say this. Sega is the great brand, nobody would ever say this, you have falsified!' He just gets in my face. So I said to the translator, 'Tell him to fuck off.' And the poor guy looks at me and says, 'There's no expression in Japanese.' I said, 'I know there is.' And that was it. That was the last time I ever set foot in there," Moore explains.
One month later, he left for Microsoft.