In stark contrast to Nintendo's stifled atmosphere and Hudson's do-or-die resolve, Sega Headquarters was currently brimming with an irrepressible excitement.
"Did you hear? In Akihabara, the line for the fatal fury arcade machines is almost stretching to the next block!"
"More than just Akihabara! My cousin in Osaka said that the arcade owner there almost knelt down to the purchasing agent just to get a few more of our machines!"
In the corridor, employees gathered in small groups, their hushed voices filled with animated discussions.
The aftershocks of the fatal fury National Tournament were still reverberating, and the market frenzy and brand effect it stirred up revitalized the entire company, making many people walk with a spring in their step.
The top-floor conference room.
The rich aroma of high-quality coffee filled the air, and the relaxed smiles on the attendees' faces were more invigorating than caffeine.
Hayao Nakayama's gaze swept across everyone; each person's spirit had been renewed.
He nodded slightly.
"It seems the success of fatal fury has been quite encouraging for everyone."
Mr. Suzuki, the head of the Market Department, cleared his throat. He had specifically chosen a bright tie today, and the edges of the report papers in his hand were excitedly curling slightly.
"President, colleagues!"
"The success of fatal fury not only proves that our product direction is correct but is also the best reward for our commitment to a high-quality product strategy!"
He opened the report.
"For last month's arcade cabinet orders, we initially thought one additional round would be the limit."
"The result? Three rounds! A full three rounds!"
Suzuki's voice unconsciously rose a few octaves, carrying a hint of boastfulness.
"A distributor from Hokkaido even called personally, saying that as long as they could get priority on the stock, the price was negotiable, and adding 20% would not be a problem!"
A low murmur of surprise and good-natured laughter rippled through the conference room.
"And that's not all."
Suzuki savored the feeling of being the center of attention and continued.
"According to our latest market research, among young players aged fifteen to twenty-five, when asked about the coolest arcade fighting game, the mention rate for 'Sega' and 'fatal fury' is already far ahead!"
"It can be said that we have completely reversed the previous passive situation!"
He took a deep breath, straightened his back, and his eyes gleamed.
"In the field of arcade fighting games, we are now the standard! We are the trendsetter! Undisputedly, the leader!"
Clap, clap, clap…
It was unclear who started it, but enthusiastic applause erupted in the conference room.
Even Old Tanaka from the Technology Department, usually so serious, had a wide grin on his face.
"Suzuki-san, well said!"
"Now, our research and development funds should be more plentiful, right?"
Old Tanaka's words drew a burst of laughter, making the atmosphere even more lively.
Hayao Nakayama also smiled. He waved his hand, signaling for everyone to quiet down.
"Suzuki-san's report is very inspiring. But this is just the beginning."
"We must firmly grasp the fruits of victory in the arcade market and make it bear even more."
His eyes sharpened.
"At the same time, in the home console market, we cannot allow certain people to rest easy any longer."
His gaze swept over every executive present, his voice steady and powerful.
"Our fatal fury has been on sale in North America for quite some time, and it has also gone through development with animation and move list demonstrations, and its reputation is brewing."
"It's time to hold similar fatal fury events in North America to spread this craze worldwide!"
He paused, a meaningful curve forming on his lips.
"Incidentally, it will also distract Nintendo's attention, making things easier for us."
A knowing murmur of low laughter filled the conference room, making the atmosphere even more lively.
Someone quietly added, "I'm afraid old Man Yamauchi's tea won't taste as good lately."
Hayao Nakayama cleared his throat, but his smile remained.
"Suzuki-san, I'll trouble you to lead the core members of the Japanese organizing committee to report to Mr. David in California." Finally, he turned his gaze to Suzuki from the Market Department.
"Yes!" Suzuki bowed sharply, his voice resounding.
A few days later, a brief but grand farewell ceremony was held in front of Sega Headquarters.
Suzuki and the team members he led were all in suits, looking sharp, with Sega's logo badges pinned to their chests.
Hayao Nakayama personally attended, standing shoulder to shoulder with several company executives, looking composed.
More than a dozen video game magazines and financial newspapers' reporters lined up in the media area, their cameras and microphones aimed at the departing team.
Flashbulbs flickered like stars in broad daylight, freezing this moment in time.
Sega's move was undoubtedly a high-profile declaration to the entire industry, especially to the giant across the ocean, of its determination and courage to enter the North American esports market.
"Mr. Suzuki, what are Sega's expectations for the North American event? How much promotional resources are expected to be invested?" a reporter quickly asked.
"Does Sega believe it can shake Nintendo's dominant position in North America with fatal fury?" another question was even sharper.
Questions came one after another, sharp yet full of anticipation.
Facing the cameras, Suzuki spoke eloquently, delivering his well-prepared remarks flawlessly, his confident smile highly infectious.
"Our goal is to bring the ultimate fighting spectacle to players worldwide. As for market position, that's for the players to decide, isn't it?"
He skillfully avoided direct provocation, but the confidence in his words was palpable.
Behind him, the young core members' eyes also sparkled with anticipation and excitement for the future, as if they could already see the flag of victory waving in North America.
Meanwhile, across the ocean.
At North American Nintendo (NoA) Headquarters, the atmosphere in President Minoru Arakawa's office was in stark contrast to the lively mood at Sega Headquarters.
The air was so oppressive it was suffocating, and the sunlight outside the window seemed a bit harsh.
"What is Sega trying to do?!"
A blonde executive named Howard slammed the newspaper in his hand onto the table. The front-page headline was a prominent report on Sega's North American esports plan, and the photo of Suzuki smiling was particularly an eyesore.
"Do they think a few fighting game tournaments can shake our market? North America isn't Japan!"
Another executive, Peters, spoke with disdain, trying to calm everyone, but his furrowed brows and constantly shaking leg betrayed his inner unease.
"Fighting games are just a niche market; they won't make much of a splash."
Minoru Arakawa sat behind his large desk, his face grim.
Spread out before him were several analysis reports on the craze fatal fury had sparked in Japan, as well as initial feedback on the game from the North American market.
The constantly rising arcade coin-in rates and player discussion, every number made him feel a surge of irritation.
"We cannot be complacent."
Minoru Arakawa's voice was hoarse, carrying a hint of lingering fatigue.
"Sega's success in Japan has proven the power of this model. They know very well how to incite the emotions of young people."
"They are now targeting North America. This is by no means simple market promotion; this is blatant provocation, an attack on our core stronghold!"
An emergency meeting was quickly convened.
NoA's executives unanimously agreed that Sega's esports offensive was the core of its North American strategy, aimed at capturing young users and weakening Nintendo's brand influence.
"We must immediately come up with a countermeasure!"
"Contact major chain stores to increase our game trials and promotions!"
They began to urgently mobilize resources and discuss countermeasures, preparing for a head-on confrontation with Sega in the esports arena.
However, they did not realize that this clamorous esports horn might just be a feint in Sega's grand plan, a loud firework that attracted everyone's attention.
Just as NoA focused all its attention on how to respond to Sega's esports challenge, a sudden storm of public opinion erupted without warning in the North American gaming community.