 Stolar was not supportive of the Saturn due to his belief that the hardware 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 subsequently reflected that " we tried to wind it down as cleanly as we could for the consumer . " At Sony , Stolar opposed the localization of certain Japanese PlayStation titles that he felt would not represent the system well in North America , and he advocated a similar policy for the Saturn during his time at Sega , 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 ) as a character in a series of TV advertisements starting in 1997 ; the character would eventually star in a Saturn video game . 
