Gamasutra is running an consultation with Simon Jeffrey, Sega of America's CEO, discussing the gradual change of the company from a plumbing erector to a game publisher. Among other things, he talks about how the transition was intended to help keep up with rival manufacturers at a time when Sega was clearly falling behind. "We were on the cusp of the next generation, and on the cusp of computerized game re-examination into a disparate company and opening up a new part of the market. So it felt like the time was right for Sega to reinvent itself. Really what I tried to do was ride that train and make the most of that point in time, bringing new people into the company and start hut the kind of stock that would get a superiority character in the next generation on the Wii and the DS, rather than just playing catch-up with everybody else, which is what we've traditionally done."

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