Retro Vault is our regular weekly feature in which we dive into gaming's past and share five classic nuggets of retro nostalgia. If you want to catch up on previous Retro Vaults, check out the CVG Retro Vault archive.
October 2000 - Dreamcast trolls PS2
In the early 1990s Sega had been infamous for its cheeky magazine and TV ads scoffing fun at rival Nintendo. When Sony entered the scene and its PlayStation console decimated Sega's Saturn, however, the joking stopped. After all, you can't poke fun at another company when you're the laughing stock.
When the next generation came around Sega was in a notably better position and was ready to bring some of its snark bark. Having already released its Dreamcast console to a positive reception, Sega had thrown its hat into the next-gen ring first and was feeling suitably confident.
Its big rival was naturally the PlayStation 2, but Sony's launch didn't exactly get off to the perfect start. Due to component shortages, the company had to slash its US launch shipment from one million consoles to 500,000.
Seizing an opportunity to put the boot in, Sega Of America's president Peter Moore quickly hired a billboard truck and had someone drive it around Sony's game division in Foster, California with the not-entirely-sincere message: "Our deepest condolences to Sony on their PS2 shipping difficulties."
Of course, the fun was short-lived. Sony's stock shortages were eventually overcome and the PS2 quickly overtook the Dreamcast in the sales race. It was to be Sega's last console, but at least it kept its typical, loveable scamp attitude intact to the bitter end.