Archive for September, 2019

[ Retro Scan ] 9.9.99 – Dreamcast Turns 20 in America

Monday, September 9th, 2019

Sega Dreamcast 9.9.99 9/9/99 9_9_99 September 9 1999 American Launch advertisement scan - 1999Gaming used to be very painful

On 9/9/99 — September 9, 1999 — Sega launched the Dreamcast in America.

20 years later, I am still not sure exactly how to interpret this advertisement. The tagline in the corner seems the most obvious part. To me, “it’s thinking,” implied that the Dreamcast packed a powerful CPU and could generate complex gaming experiences.

But the screaming, eye-pain stuff? At the time, video game advertisement in the US leaned toward cryptic and edgy. This was drumming up interest for a launch date, so it threw in some mystery, not even naming the console itself.

But if taken literally, the ad makes it look like playing games on this upcoming console could be a painful or negative experience. Somehow marketers calculated that dark and painful imagery attracted American gamers. What this cultural masochism says about American gamers, I am not sure. That’s a deep one to unravel.

It didn’t work for me, honestly, and I didn’t like the ad much at the time. But I was hyped for 9.9.99, so maybe it worked.

9.9.99

1999 was a big year for me. In June, I graduated high school and started my first full-time job. A month later, I moved out of my parents’ house. I had money to burn, my own bank account, my own credit card. So I did what came naturally to an 18 year-old at the time: I bought a Sega Dreamcast. It was one of the highlights of my adult life — a symbol of independence.

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