Sega's Race to Get Back in the Driver's Seat

Racing towards the future with one foot in the past.

In the 1990s, the “console wars” pitted Nintendo against Sega for global domination of home television sets everywhere. In the UK and Australia, that competition came to a head with the opening of Sega World theme parks, combining Sega’s rich history of video games with rides and crazy-detailed environments.

It was a testament to how well Sega was doing, showing how much money they had to burn and spend on extravagant marketing budgets. Perhaps one of the most famous examples is in 1993, when Sega decided to sponsor the Sega European Grand Prix.