Success in Europe is difficult to quantify, as Sega’s marketing and distribution channels varied considerably between the constituent countries of the continent. Unlike the Sega Mega Drive, however, Sega Europe had a handle of the four major European markets, the United Kingdom, France, Germany and Spain from the outset. Giochi Preziosi continued with Italian distribution and the system was catered for in smaller countries too, but the Saturn marks a period where country-wide plans converged on a single “European” strategy. The Sega Saturn was first shown in Europe at a side event to ECTS Spring 1995 in March[84], and launched across Sega’s definition of Europe in early July 1995, a few months before the September launch of the PlayStation. For the United Kingdom and other countries, the launch took place on the 8th (a Saturday, or “Saturnday”), though others such as Germany and Spain saw their launch the day before on the 7th, presumably due to abnormal trading hours on weekends. While different strategies were applied across the continent, most took the UK’s lead, which in turn was led in part by events happening in the US.

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Originally posted on January 12, 2022 @ 9:00 pm