Not many gaming companies can claim to have a game in their stables that mimics actually work for the gaming company, albeit a game that overshadows its own downfall. Not many gaming companies outside the game publisher and console maker Sega.
In 2001, Sega released a game called Segagaga for Sega Dreamcast. The game, a Japan-only release, was an RPG focused entirely on a dystopian future there, ironically, Sega was the least popular gaming company. Sega, founded in 2025 and the Sega company's hometown, depicts Sega with only 3 percent of the market share for console games.
Sega, the fictional Sega game, launches a project called Project Segagaga to help Sega fight the evil DOGMA (a company closely modeled on the real world Sega Primary Competitor, Sony). Project Segagaga joins the help of two teenagers, Tarō Sega and Yayoi Haneda, to help save the company. What's happening is a kind of bizarre kaleidoscope of dull working classes that recreates working on Sega, psychedelic scenes that take the players inside games themselves, and only joking Japanese players would even get.
As if the game itself was not bizarre enough, development and promotion of the game is equally strange. Developed by Tez Okano, the pitch of the game was originally experienced as a joke by Sega's senior management. He hit the game again and received a very preliminary green light and a small budget. Okano continued to continue developing the game in secret, for fear that someone would probably take a moment to focus unwanted review on a game structured around a dystopian future where Sega was a small player in the game market.
The game was released in 2001without fanfare. Okano undertook to market the game, armed with a budget of only 200 dollars. He spent over half of the budget on a crime mask to conceal his identity and set up signing events to promote the game to the death of Sega fans. His grass roots push for the game to be recognized successfully, and Sega eventually dropped some money to market it and release it to a wider audience.
A limited version of the game also included a Segagaga logo shirt that the players could wear while playing, mark the brands (with Game Gear, Dreamcast, Sega Saturn, Sega Mark III, Mega Drive and SGGG logos on them) and a Segagaga organizer. Unfortunately, all this has predicted the movie Inception for almost a decade, so there was no Segaception joke that would have had.
Image courtesy of Sega.