close relations with Electronic Arts while at Sony, was perceived as a major asset by Sega officials. Finally, Sega of America made plans to expand its PC software business. Stolar was not supportive of the Saturn, feeling it was poorly designed, and publicly announced at E3 1997 that "the Saturn is not our future". While Stolar had "no interest in lying to people" about the Saturn's prospects, he continued to emphasize quality games for the system, and later said that "we tried to wind it down as cleanly as we could for the consumer". At Sony, Stolar had opposed the localization of Japanese games that he felt would not represent PlayStation well in North America, and advocated a similar policy for the Saturn, although he later sought to distance himself from this perception. These changes were accompanied by a softer image that Sega was beginning to portray in its advertising, including removing the "Sega!" scream and holding press events for the education industry. Marketing for the Saturn in Japan also changed with the introduction of Segata Sanshiro (played by Hiroshi Fujioka), a character in a series of TV advertisements starting in 1997; the character eventually starred in a Saturn game. Temporarily abandoning arcade development, Sega AM2 head Yu Suzuki began developing several Saturn-exclusive games, including a role-playing game in the Virtua Fighter series. Initially conceived as an obscure prototype "The Old Man and the Peach Tree" and intended to address the flaws of contemporary Japanese RPGs (such as poor non-player character artificial intelligence routines), Virtua Fighter RPG evolved into a planned 11-part, 45-hour "revenge epic in the tradition of Chinese cinema", which Suzuki hoped would become the Saturn's killer app. The game was eventually released as Shenmue for the Saturn's successor, the Dreamcast. Cancellation of Sonic X-treme As Sonic Team was working on Nights into Dreams, Sega tasked the U.S.-based Sega Technical Institute (STI) with developing the first fully 3D entry in its popular Sonic the Hedgehog series. The game, Sonic X-treme, was moved to the Saturn after several prototypes for other hardware (including the 32X) were discarded. It featured a fisheye lens camera system that rotated levels with Sonic's movement. After Nakayama ordered the game be reworked around the engine created for its boss battles, the developers were forced to work between 16 and 20 hours a day to meet their December 1996 deadline. Weeks of development were wasted