1993 as a joint venture between Sega and Japanese electronics company Hitachi. The original design for the 32X add-on, according to Bayless, was created on a cocktail napkin, but Miller denied this. In another account, Bayless claimed that Franz began designing the 32X on a hotel notepad, drawing two SH-2 processors with separate framebuffers. Although the new unit was a stronger console than originally proposed, it was not compatible with Saturn games. This was justified by Sega's statement that both platforms would run at the same time, and that the 32X would be aimed at players who could not afford the more expensive Saturn. Bayless praised the potential of this system at this point, calling it "a coder's dream for the day" with its twin processors and 3D capabilities. Sega of America headed up the development of the 32X, with some assistance from Sato's team in Japan. Shortages of processors due to the same 32-bit chips being used in both the 32X and the Saturn hindered the development of the 32X, as did the language barrier between the teams in Japan and the United States. Before the 32X was launched, the release date of the Saturn was announced for November 1994 in Japan, coinciding with the 32X's target launch date in North America. Sega of America was tasked with marketing the 32X with the Saturn's Japan release occurring simultaneously. Their answer was to describe the 32X a "transitional device" between the Genesis and the Saturn; Bayless said this "just made us look greedy and dumb to consumers". Promotion and release The unveiling of the 32X to the public came at the Summer Consumer Electronics Show in June 1994 in Chicago. Promoted as the "poor man's entry into 'next generation' games", 32X was marketed for its US$159 price point as a less-expensive alternative to the Saturn. However, Sega would not answer as to whether or not a Genesis console equipped with a Sega CD and a 32X would be able to run Saturn software. Trip Hawkins, founder of The 3DO Company, was willing to point out that it would not, stating, "Everyone knows that 32X is a Band-Aid. It's not a 'next generation system.' It's fairly expensive. It's not particularly high-performance. It's hard to program for, and it's not compatible with the Saturn." In response to these comments, Sega executive Richard Brudvik-Lindner pointed out that the 32X would play Genesis games,