Hidekazu Yukawa | Mr. Sega, the remembered face in Dreamcast console ads, has died | video games | Sega | Spain | Mexico | USA | USA | | technology

The family of Hidekazu Yukawa, the former managing director of Sega At the time of the launch of the Dreamcast console, it was announced that Mr. Sega aka Mr. Sega had passed away at the age of 78.

The environment near the director announced his death A year after his death, in June 2021when he died of complications from pneumonia.

The deceased took over as Sega’s CEO in 1998, when he became one of the company’s visible faces thanks to his participation in promotions for the Dreamcast console.

Look: SEGA details its ‘Supergame’ project: Large cross-platform productions and a potential foray into NFT

This is the sixth and final console produced by this publisher, which was developed with Hitachi and Microsoft and released in 1998. Its production was curtailed in March 2001.

specially The protagonist of promoting this device was Yukawawho can be seen in his advertisement, with a humorous tone, defending his product against competitors such as Sony and PlayStation.

Its impact was so great that it became the image of a product’s “packaging”, like Yahoo! Japan in a publication announcing his death.

See also: The Rise and Fall of the Arcade: What Happened to the Arcades Famous for Video Game Machines?

Plus, his commercial vision went beyond formalities, because to change Sega’s public perception and encourage consumers to try its products, he’s even sold cold doors, ComicBook noted.

His other interventions came with the “What Shenmue” demo, which was distributed to those who booked the first installment of the video game of the same name, a disc in which the story’s protagonist, Ryo Hazuki, had to chase after Yukawa. Save him from a criminal gang.