"Sega somehow invented – if you compare the game business to music business – Sega’s role was to invent rock & roll, compared to Nintendo. Nintendo’s like pop music, good music, jazz... Sega had that kind of style [back then]. Sega’s position was like, ‘If you have attitude, Sega’s the company for you, rather than Nintendo’, because of the games, because of the style, because of coolness or the kind of attitude. We have such beautiful content value in Sega, and some other IPs, so we’re trying to revive it with a little bit of the flavour of hip-hop now."