Submitting Campus
Prescott
Department
Humanities & Communication
Document Type
Article
Publication/Presentation Date
2-2022
Abstract/Description
Brazil is a large and established video game market. In 2015, it was the 5th largest gaming population globally (DiChristopher, 2014), and Brazilians game an average of 1:17 per day (on par with the United States; Clement, 2021). These numbers are encouraging for game developers, who see Brazil as a lucrative gaming market (“The Brazilian Gamer,” 2017). Home console sales in the country have been rising since 2015 (Nogueira, 2020), mostly dominated by Nintendo, Sony, and Microsoft (Vailshery, 2021). However, unique to Brazil is the lasting success of SEGA, a company that despite not producing a new model console since 1998, sold as many as 150,000 consoles yearly in Brazil up until 2012 (Lutti Lippe & Azevedo, 2016). We argue that SEGA’s continued relevancy in Brazil is a combination of their early arrival in the market with the Master System in the late 1980s, fueled by a production scheme that circumvented Brazil’s heavy import taxes by contracting with a domestic toy manufacturer Tectoy—a little known firm that is responsible for the longest-running home console in production: the Brazilian-localized Master System.
Scholarly Commons Citation
Chauveau, P. (2022). Still doing what “Nintendon’t”: The saga of the SEGA Master System in Brazil. , (). Retrieved from https://commons.erau.edu/publication/2277
Included in
Advertising and Promotion Management Commons, Marketing Commons, Recreation Business Commons
Additional Information
Dr. Chauveau was not affiliated with Embry-Riddle Aeronautical University at the time of this publication.