David Rosen, the co-founder of Sega and a pioneer in the video game industry, has passed away at the age of 95. Rosen's impact on the industry is undeniable, from his early days in Japan to the establishment of Sega of America and the success of the Mega Drive console. His journey began during the Korean War, where he served as a US Air Force pilot in Japan. After the war, he stayed in Japan, captivated by its potential and the recovering economy. He founded Rosen Enterprises, importing photo booths and expanding into pinball tables and other coin-operated machines. In 1965, he merged the company with Nihon Goraku Bussan, forming Sega, which quickly became a leader in the arcade sector.
Rosen's leadership was marked by his ability to spot and nurture talent. In 1979, he acquired Esco Trading, an arcade company led by Hayao Nakayama, who would later become the president of Sega Japan. Rosen's vision and strategic acquisitions played a crucial role in Sega's rise to prominence. During the 1980s and 1990s, Sega's arcade games, such as Outrun, Space Harrier, and AfterBurner, transformed the image of arcades, making them cool and aspirational. The company's technological advancements were further solidified with the success of Virtua Racing and Virtua Fighter.
However, Rosen's ambitions extended beyond arcades. In the late 1970s, he ventured into the home TV games market, competing with Nintendo, a dominant force at the time. Despite initial challenges, Rosen's determination led to the development of the Master System, which found success in Europe and South America. He strategically positioned the Sega Genesis console for the US market, emphasizing a mature and new beginning. This move was supported by Michael Katz, an experienced executive who brought structure and marketing expertise to the company.
Katz's marketing campaigns, featuring the iconic phrase 'Genesis does what Nintendon’t,' positioned the Genesis as a console for teenagers. This strategy was a significant departure from Nintendo's family-oriented approach. As Sega of America's CEO, Tom Kalinske continued this marketing success, creating memorable ads that solidified Sega's place in the industry. Rosen's influence and contributions to Sega's success are undeniable, and his legacy will continue to shape the gaming industry.
