Console Wars in particular explores the key figures in the rivalry between Nintendo and Sega, documenting all the underhanded plays (mainly by Sega) to tackle the industry giant. Nintendo presented a more wholesome and family-fun image to Sega’s more irreverent and wildly juvenile approach. The tactics are pretty entertaining, and if you’re interested in advertising and marketing I imagine that the two of them present a case study replete with do’s and don’ts.
What is most surprising about Console Wars is how precisely it recounts the conversations for key figures. In that respect, the book is novelistic. For instance, the book opens with an account of Tom Kalinske on vacation at the beach with his family when Hayao Nakayama, the president of Sega Enterprises, approached him and asked him to fly back to Japan with him. Harris reproduces the conversation Tom had with his daughter and future colleague in its full tenderness and drama.
In fact, the book follows that approach consistently. It feels like every business meeting, sales pitch, public outburst, resignation, promotion, marriage proposals, etc. is provided with a word-for-word reproduction—so much so that at times it feels outright unbelievable. How would anyone possibly remember the exact words they shared in the heat of a conflict? Perhaps it speaks to the thoroughness of Harris’ research and creativity in style. Some details, I imagine, are recorded in official records—recorded speeches at E3, for example—while others would only be verifiable through multiple corroborative interviews. If a bit implausible, Harris’ approach is nonetheless compelling as a narrative.
In terms of the details, the ground Harris treads isn’t exactly new. A number of people have given their accounts of the famed console wars—it’s kind of amazing that the whole book spans only about 6 years in real life; a whole career seems to be crammed into a short half-decade. The strength of the work is in its depth. Harris covers a lot of detail, including specific campaigns and movements. The book documents the highlights of different generations of consoles and the public response. From Super Mario to Donkey Kong Country to Sonic the Hedgehog to Night Trap to Mortal Kombat, the book runs the gamut of gaming landmarks. Harris documents the drama of developing a Sonic sequel and the internal conflicts between Sega of America and Sega of Japan, with the latter sandbagging the marketing gimmicks to the frustration of poor Tom Kalinske.
The book uses the console wars as a jumping off point to examine broader industry movements, including the legalities of violence in games and the push to create the ESRB rating system. It also documents the formation of Nintendo Power and the inaugural E3 conference. It’s compelling to see how the strife of the time period led to creation and flourishing of an industry, despite these rivals essentially trying to ruin the market share of one another.
Overall, the book isn’t anything groundbreaking. It doesn’t revolutionize the way I think about gaming, exactly, but the colourful cast of characters and the novelistic approach is very engaging as a story. It’s light, fun, and pretty informative. It hits the nostalgia buttons but also pulls back the curtain on how cutthroat and wild these fun colourful pastimes really were amongst adults while kids picked up the controller and demanded another try.
Happy reading and happy gaming, whichever side of the console war you fought for.
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