No console maker lost its edge like Sega did after it took down the Nintendo Entertainment System. In 1992, Sega bundled the Genesis with Sonic the Hedgehog.
This move helped it grab a remarkable 60% market share. Just two years earlier, it had only 10%. But by 1994, the honeymoon was over.
The Table of Contents
From 60% Market Share to Disaster
Despite strong sales of the Genesis system in North America, sales of its equivalent Mega Drive, in Japan were foundering. So rather than hurl every sinew of Sega’s strength at the upcoming release of its next-
gen Saturn console, it focused on hardware add-ons such as the 32X.
It was a perfect storm of poor timing, an awful library of games, and bizarre marketing.
The Release: Backwards Strategy
The goal was to provide Genesis owners with an add-on that would enhance the system’s 16-bit graphics to 32-bit. It featured two main chips and a 3D-capable processor. Retailing at $159.95, the 32X was supposed to protect Sega’s market position and pave the way for the Saturn's release.
However, Sega’s release strategy was confusing: the Saturn launched in Japan in November 1994, just as the 32X was released in North America. Then, Sega accelerated the Saturn’s North American release to 1995, leaving the 32X with no time to establish itself.
The Games: Rushed and Disappointing
In total, around 40 games were released for the 32X, far fewer than Sega initially promised. Because Sega rushed the 32X to market, it didn’t have time to develop new in-house titles. Third-party developers also shifted focus to upcoming consoles like the Saturn, PlayStation, and N64.
The quality of the games Sega released for the 32X was notoriously poor. “Doom,” the system’s most well-received title, still fell short of its PC and Atari Jaguar counterparts. Sega’s developers never fully utilized the 32-bit capabilities.
Most 32X games were just slightly upgraded Genesis hits that gamers already owned, like “Mortal Kombat II” and “NBA JAM TE.” This quickly killed the goodwill the 32X earned at launch.
The Sega CD Debacle
Sega didn’t just alienate console owners; it also shot itself in the foot by releasing several FMV (full motion video) “interactive movies” on CD for the 32X. Players had to run the Genesis, Mega-CD, and 32X at the same time, requiring three power supplies and consuming a huge amount of electricity.
The most notorious Mega-CD/32X game was "Night Trap." It offered slasher thrills with scantily clad women. You mostly watched a girl sit in front of a mirror. Sometimes, you moved her to avoid actors in cheap vampire costumes. The only reason “Night Trap” created a blip on the cultural radar at all is that moral crusaders in both England and the United States zeroed in on it. Politicians on both sides of the pond somehow took exception to a blonde girl in a video game; gamers took exception to the fact it was awful.
Sega had big plans for CD technology, even discussing a music-based game with producer Thomas Dolby. But ultimately, nothing came of it. If even top talent couldn’t make the CD system compelling, perhaps it was doomed from the start.
The Hookup Nightmare
The Sega 32X is one of my least favorite consoles. Think about this - there are only two 32X CD games. Meaning you need a power
strip just to hook up enough consoles.
You need a Sega CD console with an AC adapter, a Sega Genesis connected to the Sega CD with its own AC adapter, and then a 32X connected to the Sega Genesis with yet another AC adapter. Depending on your Genesis model, you’ll also need a specific cable to connect the 32X to the Genesis, plus a separate cable from the 32X to the TV.
Shit, I'm getting confused just writing about this.
It's no wonder the Sega Saturn didn't do as well. It was set up for failure long before it hit the shelves.
The Marketing: Too Little, Too Late
By 1995, consumers and third-party developers were avoiding the 32X. Sega finally shifted focus to the upcoming Saturn, and the 32X was soon being sold for as little as $19.95.
Could it have ever found success? Perhaps, if Sega had avoided its many missteps. The marketing didn’t help either. An infamous ad featured a boy looking at a 32X atop a Genesis and exclaiming, “Mommy, what are those two Sega machines doing?” If the goal was to suggest power-boosting fun, it failed; if the goal was awkwardness, it succeeded.
Some consoles may have faults, but they bring back nostalgia over time. Then there are the 32Xs systems that failed at launch, faded from memory, and now sit in the dustbin of gaming history.
Collecting the Sega 32X Today
Out of all my friends in high school, I never once heard about the Sega 32X. I never even saw one until I started The Old School Game Vault.
Surprisingly, these consoles sell pretty quickly nowadays. It has to be geared towards collectors, because I've only played a couple of games worth replaying on the console - Knuckles Chaotix, Kolbri, and Mortal Kombat II.
The most expensive loose cartridge is Spider-Man: Web of Fire, which sells for over $600. Other expensive games include World Series Baseball, Pitfall: The Mayan Adventure, and Blackthorne - all selling for close to or over $200 loose.
The console itself, with connection cables, RF switch, AC adapters, the spacer, and metal plates, sells for around $185. The boxed version sells for around $299.
Considering how terrible the 32X was, it's ironic that it's become collectible. We buy Sega 32X systems and games at The Old School Game Vault - loose or complete, any condition - for cash.
