Hideki Sato, the man behind practically every Sega console, has sadly died. As reported by VGC and gaming history zine Beep21, the iconic console designer and veteran Sega boss was in his late 70s when he tragically passed on February 13, 2026. Sato's illustrious career in games began in 1971 when he joined Sega, eventually leading the company's research and development arm before becoming Sega's president for a brief stint in the 2000s. He's perhaps best known for leading the engineering teams behind nearly every major Sega console during its time as a major player in the console wars, including 1983's SG-1000, 1985's Master System, 1989's Mega Drive/Genesis, 1994's Saturn, and 1999's Dreamcast. Sega posts tribute to co-founder David Rosen, a "true pioneer" of the industry, who passed away at 95 Former Sega of America boss says leaving the console market was "traumatic" and "difficult": "We were in the eye of the storm of the PlayStation 2" PS5 architect Mark Cerny says an intense Nintendo rivalry turned Sega into a "sweatshop" when he worked there: "Three people. Three months. That's a game" Sato also became Sega's president during its tough transition away from the hardware business in 2001, stepping down from the role in 2003 after the company's merger with Sammy and eventually leaving the company altogether in 2008. Hideki Sato's impact on the console space is hard to overstate, however. His console designs were cutting-edge enough to give Nintendo its first real competitor, paving the way for PlayStation and Xbox to enter the race in the generations after. His final bit of hardware for the company came in the form of the Sega Dreamcast, a short-lived and ill-fated machine that sold poorly enough for Sega to pull out of the console game entirely. But despite all that, it's now remembered for what it was: a great machine ahead of its time that housed some incredible games. At the time of its launch, the Dreamcast was an absolute powerhouse that finally bought arcade-quality games into households, opening the door to multiple cult classics, including Shenmue and Jet Set Radio. Sato's leadership after that put Sega on the path to become a sustainable and successful third-party publisher. RIP.