PlayStation the "PlayStation X" (PSX). Sony formed their European division and North American division, known as Sony Computer Entertainment Europe (SCEE) and Sony Computer Entertainment America (SCEA), in January and May 1995. The divisions planned to market the new console under the alternative branding "PSX" following the negative feedback regarding "PlayStation" in focus group studies. Early advertising prior to the console's launch in North America referenced PSX, but the term was scrapped before launch. The console was not marketed with Sony's name in contrast to Nintendo's consoles. According to Phil Harrison, much of Sony's upper management feared that the Sony brand would be tarnished if associated with the console, which they considered a "toy". Development Since Sony had no experience in game development, it had to rely on the support of third-party game developers. This was in contrast to Sega and Nintendo, which had versatile and well-equipped in-house software divisions for their arcade games and could easily port successful games to their home consoles. Recent consoles like the Atari Jaguar and 3DO suffered low sales due to a lack of developer support, prompting Sony to redouble their efforts in gaining the endorsement of arcade-savvy developers. A team from Epic Sony visited more than a hundred companies throughout Japan in May 1993 in hopes of attracting game creators with the PlayStation's technological appeal. Through a series of negotiations, Sony acquired initial support from Namco, Konami, and Williams Entertainment, as well as 250 other development teams in Japan alone. Namco in particular was keen to participate in the PlayStation project as a third-party developer since Namco rivalled Sega in the arcade market. Attaining these companies secured influential games such as Ridge Racer (1993) and Mortal Kombat 3 (1995), Ridge Racer being one of the most popular arcade games at the time. Namco's research managing director Shegeichi Nakamura met with Kutaragi in 1993 to discuss the preliminary PlayStation specifications, with Namco subsequently basing the Namco System 11 arcade board on PlayStation hardware and developing Tekken to compete with Virtua Fighter. The System 11 launched in arcades several months before the PlayStation's release, with the arcade release of Tekken in September 1994. Despite securing the support of various Japanese studios, Sony had no developers of their own by the time the PlayStation was in development. This changed in 1993 when Sony acquired the Liverpudlian company Psygnosis (later renamed SCE Liverpool) for million, securing their