Sega launched the Genesis (Mega Drive outside North America) in 1988 with a simple pitch: we're faster, cooler, and not for little kids. The aggressive marketing campaign directly attacked Nintendo, something no competitor had dared before. Sonic the Hedgehog gave Sega its mascot and a system-seller that oozed 90s attitude. The Genesis excelled at sports games and arcade ports, capturing an older demographic. At its peak, Sega held roughly 65% of the North American 16-bit market. The console sold around 30 million units globally and transformed Sega from an underdog into a legitimate threat.