Ajal.
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Chapter 69 - North American Gambit
🕑 Added 2025-09-21 12:09:00 +0000 UTCUnlike the stifled tension at Nintendo or Hudson’s desperate resolve, Sega’s headquarters buzzed with irrepressible excitement.
“Did you hear? In Akihabara, the lines for Fatal Fury arcade cabinets stretch to the next block!”
“Not just Akihabara! My cousin in Osaka said arcade owners there nearly begged our procurement team for more machines!”
In the hallways, employees clustered in twos and threes, their hushed voices brimming with animated chatter.
The aftershocks of the Fatal Fury National Tournament lingered, its market frenzy and brand impact lifting the entire company’s spirits. Many walked with a newfound swagger.
Top-floor meeting room.
The rich aroma of premium coffee filled the air, but the relaxed smiles on attendees’ faces were more invigorating than caffeine.
Hayao Nakayama scanned the room, noting everyone’s renewed energy.
He nodded slightly.
“It seems Fatal Fury’s success has boosted morale significantly.”
Marketing head Suzuki cleared his throat, sporting a vibrant tie, his report’s pages curling slightly from his excited grip.
“President, colleagues!”
“Fatal Fury’s triumph proves our product direction is right and validates our boutique strategy!”
He flipped open the report.
“Last month, we expected one additional batch of arcade cabinet orders at most.”
“But guess what? Three batches! Three full batches!”
Suzuki’s voice rose, tinged with pride.
“Hokkaido distributors called personally, saying they’d pay a premium for priority delivery—twenty percent more, no issue!”
The room filled with low gasps and amused chuckles.
“That’s not all,” Suzuki continued, relishing the spotlight.
“Our latest survey shows that among 15-to-25-year-old players, when asked about the coolest arcade fighting game, ‘Sega’ and Fatal Fury lead by a mile!”
“We’ve completely reversed our past disadvantages!”
He straightened, eyes gleaming.
“In arcade fighting, we’re the standard now! The trendsetter! The undisputed leader!”
Clap, clap, clap…
Someone started it, and the room erupted in enthusiastic applause.
Even the usually stern tech lead, old Tanaka, cracked a wide grin.
“Well said, Suzuki-kun!”
“Now our R&D budget should get a nice boost, right?”
Tanaka’s quip drew laughter, warming the atmosphere further.
Nakayama smiled, raising a hand for quiet.
“Suzuki-san’s report is inspiring, but this is just the start.”
“We must hold tight to our arcade market gains and make them bear more fruit.”
His gaze sharpened.
“And the console market—we can’t let certain players rest easy anymore.”
His eyes swept over the executives, voice steady and forceful.
“Fatal Fury has been out in North America for a while, bolstered by anime tie-ins and move showcases, and its reputation is growing.”
“It’s time to hold a Fatal Fury tournament in North America, spreading this fever worldwide!”
He paused, a sly curve to his lips.
“And, by the way, divert some of Nintendo’s attention to make our work easier.”
The room chuckled knowingly, the mood electric.
Someone muttered, “Bet old Yamauchi’s tea tastes bitter lately.”
Nakayama coughed lightly, his smile undimmed.
“Suzuki-san, I’ll need you to lead Japan’s organizing team to California and report to Mr. Rosen,” he said, turning to Suzuki.
“Hai!” Suzuki bowed sharply, voice booming.
Days later, a brief but grand send-off ceremony took place outside Sega’s headquarters.
Suzuki and his team, sharply suited, stood proud, Sega logo pins gleaming on their chests.
Nakayama and top executives stood together, composed and confident.
Over a dozen gaming and finance journalists lined the media area, cameras flashing like stars in daylight, capturing the moment.
Sega’s move was a bold declaration to the industry—especially the giant across the Pacific—of its resolve to conquer the North American esports market.
“Mr. Suzuki, what are Sega’s expectations for the North American event? How much will you invest in promotion?” a reporter asked first.
“Can Fatal Fury shake Nintendo’s dominance in North America?” another pressed, sharper.
Questions flew, pointed yet expectant.
Suzuki faced the cameras, delivering polished answers with infectious confidence.
“Our goal is to bring the world’s players the ultimate fighting spectacle. As for market share, that’s for players to decide, isn’t it?”
He sidestepped provocation deftly, but his confidence was unmistakable.
Behind him, his young team’s eyes sparkled with ambition, as if they already saw victory flags flying in North America.
Meanwhile, across the ocean.
Nintendo of America (NoA) headquarters, President Minoru Arakawa’s office, was a stark contrast to Sega’s fervor.
The air was stifling, the sunlight outside almost harsh.
“What’s Sega trying to pull?!” a blonde executive named Howard slammed a newspaper on the desk, its headline blaring Sega’s North American esports plans, Suzuki’s smiling photo gratingly prominent.
“They think a few fighting tournaments can crack our market? This isn’t Japan!” another executive, Peters, scoffed, trying to calm the room, but his furrowed brow and fidgeting leg betrayed unease.
“Fighting games are niche. They won’t make waves.”
Arakawa sat behind his broad desk, face dark.
Spread before him were reports on Fatal Fury’s Japanese success and early North American feedback.
Rising arcade coin-in rates and player buzz—each figure fueled his irritation.
“We can’t underestimate them,” Arakawa said, voice hoarse with lingering fatigue.
“Sega’s Japan success proves this model’s power. They know how to rile up young players.”
“They’re targeting North America now—not just promotion, but a direct challenge to our core turf!”
An emergency meeting convened.
NoA’s executives agreed: Sega’s esports push was central to its North American strategy, aiming to capture young users and erode Nintendo’s brand.
“We need a response now!”
“Contact major chains, ramp up our game demos and promotions!”
They scrambled to allocate resources, strategizing to meet Sega head-on in esports.
Yet, they didn’t realize this esports fanfare might be a feint—a loud firework drawing all eyes.
As NoA fixated on countering Sega’s esports challenge, a sudden media storm erupted in the North American gaming scene, catching them off guard.
