Page 43 - OSG Presents Classic Gamer Magazine #2

but not one of the writers has ever a more "evolved" vision of the future of panies do things in the consumer's in-
been invited to a discussion on, let's the gaming industry rather than com- terest. It's natural that consumers al-
say, ABC's Nightline. Is there a need peting hardware? ways want more and companies priori-
for more serious writers? tize profits. A lot of people do not think
DT: Systems do often compete over that the Tramiels spent enough money
DT: The writers are there, I think. I software. There's a term for that type of in marketing or any number of other
don't think the media infrastructure software. . ."system sellers." For Sega, business areas. I've uniquely been in
thinks that the mass it was Sonic, for Nin- both positions: an angry outsider want-
market cares much. I'm “I think very highly tendo, it's Mario, and for ing the company to do so much more,
afraid they're right. That Playstation, it’s Crash and a frustrated insider realizing that a
is why I think the indus- of all the Tramiels. Bandicoot. whole lot more was being done than
try needs to band to- anyone realized.
gether to create that They were often CGM: Does a standard-
thirst in the minds of the ized system seem at all CGM: In a recent article, you wrote
masses. unreasonable in my possible? some more details about the Tramiels.
view, but if it were There aren't a lot of gamers who know
CGM: What would you DT: The consumer bet- much, if anything at all, about them.
like to see done to help not for the ter hope not. They bene- Tell us something about them. Are
promote the video game fit more from competition. there any interesting stories you'd like
image? Tramiels, Atari to share with us?
CGM: Since we're bring-
DT: That's for the PR wouldn't have ing up all the big DT: For the sake of time, let me just
people to analyze and continued on for names. . .you worked for say that they are actually fine people
propose. the Grand-Daddy of all and have souls like the rest of us. Jack
more than a decade video games: Atari. How built a business from a mindset that
CGM: 3DO tried to long were you with Atari was developed during the worst of war
standardize the industry more.” and what was your posi- times. His ideals were often ruthless
with their system. tion? and he believed that people made their
Would a standardized own destinies in the corporate world.
video game system DT: I was with Atari from He believed that a better mousetrap
unite the industry like it did with the November 1989 through August 1996. I would always capture the lens of the
Video Cassette Recorder? held many positions in the areas of di- media and the hearts of consumers,
rect fulfillment, customer service, and but when the industries changed, he
DT: Not in my opinion. In the home marketing. was wrong. Fortunately for him, he be-
movie industry, there are VHS, Laser, came rich when his ideals were more
DVD, and some other obscure formats, CGM: Since you worked with the accurately matched to the industry.
which give the consumer options. The Tramiel family for a long time, could
gaming industry thrives better with you tell us about them and your feel- CGM: As an insider, what was and
competition. . .an effort of one platform ings towards them? what might have been accomplished by
outdoing the other. It costs the con- the Tramiels?
sumer a little more if (s)he wants both/ DT: I think very highly of all the
all systems, but that's the price to be Tramiels. They were often unreason- DT: The Tramiels gave life to Atari for
paid for the privilege of choice. able in my view, but if it were not for more than a decade than it would have
the Tramiels, Atari wouldn't have con- had. Jack founded Commodore which
CGM: Would this same competition tinued on for more than a decade was also a monumental part of the
that the industry thrives on be its Achil- more. early days of home computing. The
les' heel? The one thing that'll keep Tramiels, especially Jack, deserve a
this industry from coming together for CGM: In an article you wrote about great deal of honor as well as criticism.
the good of it? your days at Atari, you described how
Atari was losing a million dollars a day CGM: As an outsider, what could the
DT: The movie industry doesn't care before the Tramiels took over. I don't Tramiels have done to keep Atari pros-
what format you buy as long as you think any of us can picture working in pering?
buy. They'll publish in whatever format an environment like that.
consumers want. DT: He should have started making
DT: Atari was losing a million dollars a PC clones and publishing PC (MS-
CGM: If the video game industry day in 1984. I did not join Atari until licensed) software a very long time
thrives on competition, yet has to be 1989. Having spoken to people who ago. On the gaming side, he should
more unified, doesn't that contradict were there at the time, I understand have left the hardware business and
itself? there was a lot of waste and over- reintroduced updated Atari classics on
spending. the new game systems.
DT: Milk companies compete, but the
Dairy Association wants to know if CGM: There seems to be a lot of bit- CGM: I'm not too familiar with Mr. Ted
you’ve, "got Milk?" Flower shops com- terness and resentment from Atari loy- Hoff. I am aware that he was President
pete, but FTD reminds us to buy flow- alists towards the Tramiel clan even of Atari before the end and then went
ers all year long. If the industry does though at one point under the Tramiels' on to Sega. Tell us about him and your
better, then everyone in it does better. direction, the company grossed almost days working with him.
$500 million. Why such hard feelings?
CGM: Would competing over better DT: He was unusually willing to listen
software (with a hardware standard) be DT: Consumers rarely feel that com- and to find ways to resolve issues us-
Classic Gamer Magazine Winter 2000 43