When Peter Moore said "F*** you" to Yuji Naka

In an interview featured in the latest issue of men's magazine Esquire, former Xbox 360 top man Peter Moore recalls how he once lost his cool and said "F*** you!" to Sega dev and Sonic creator, Yuji Naka. The boardroom bust-up happened as the Dreamcast's fortunes were plummeting in the face of competition from PlayStation 2.

Moore - who helped launch Sega's ill-fated machine and was working for the company at the time - wanted to find out how consumers perceived Sega compared with other games companies. He gathered a focus group of twentysomethings and asked "If these brands were people, who would they be?" Apparently, Sega turned out to be the "granddad with dementia who used to be cool but you couldn't remember why."

Moore had tapes of the focus group dubbed in Japanese and headed to Tokyo to report the doddering image of Sega to the company's board. However, when he arrived, Yuji Naka - who Moore describes as being "a tad conceited" - accused Moore of tampering with the dialogue. "I lost it," remembers Moore. "I turned to the interpreter and said, 'Tell him, "F*** you"."

Although the translator refused to convey Moore's feelings, he was pretty sure that his message got across. "Naka had lived in the US for three years, so I knew he understood. I walked out and never returned." What a badass.

Oh, and if you're curious, Moore also reveals that the focus group thought Rockstar was the "drunken uncle who'd show up with a hooker from Vegas". And EA - who Moore works for now - was considered to be "the high-school quarter back who always got the cheerleader - an arrogant son of a bitch."

Via Gamesradar

I guess Yuji Naka and more importantly Sega should have listened to Mr.Moore, because they went from: "granddad with dementia who used to be cool but you couldn't remember why." to: "Bastard Child No One Love's or Wants Anymore!"

I thought people loved Sega during the Dreamcast days, or was it one of those "You don't know till their gone" type of ordeals?

The thing is that the image didn't come from japanese users, it was american users. Peter Moore was in charge of SOA and the horrible mismanagement of the DC's advertisement and planning in the US. I'm sure Naka didn't believe it because their own data on the DC in japan said the opposite or was neutral.

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Originally Posted by quzar

I'm sure Naka didn't believe it because their own data on the DC in japan said the opposite or was neutral.

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Not only did the Dreamcast do just as poorly in Japan as it did in the US, but there's little doubt that Sega was perfectly aware of just how badly it was doing in Japan. Their whole ad campaign for the Dreamcast consisted of them positioning themselves as the underdogs. As the Dreamcast continued to do poorly, their commercials reflected their increasing desperation. I guess they thought that people would buy the Dreamcast out of pitty, but by the end they were practically begging people to buy it and they just came off as very pathetic.

I thought the Dreamcast was selling well in the US and is was the bad sales in Japan and Europe which were the bigger factors why it was discontinued

Meh, I just loved sega saturn with nights and last bronx games

Peter Moore : "F**k you Yuji"
Yuji Naka : "F**k you too biatch, you don't want a piece of this bitch"

:rofl::rofl::rofl:

That guy is indeed a bad ass. I mean, I talk like that to people all the time, but then again I'm just a college student, not an executive of a major company.

Also, Sega died, at least in America, because of Bernie Stoler.

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Originally Posted by Darksaviour69

"If these brands were people, who would they be?" Apparently, Sega turned out to be the "granddad with dementia who used to be cool but you couldn't remember why."
Gamesradar

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:) Sega.. ah Sega.. so cool in it´s hay day!!! I don´t think it should bother anyone too much that Sega has had its day - we all grow old and there are continuously newer models. Young people these days are also never satified, therefore, the Sega has been surpassed many times by smaller, more complicated, more "fun" versions... as with everything else... cars are the same.. but there will always be people who love to go retro... maybe the Sega will make a RETRO COMEBACK?

i still find it a biut strange and sort of coincedence that Sega decided to go software after the original president died ( I cant remember his name for the life of me) and when the new and I believe current president stepped in it was only a few months later the they said "Guess what guys, we are going software only"....... and body agree?