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Sega built a mascot around speed and momentum, then bundled the game with the Genesis in North America. It gave the company a character to set against Mario and turned a respectable console into a genuine contender.
This is the clearest case in the industry of a character commissioned as a business instrument and succeeding at it. Bundling made the game into the console's argument, and the mascot rivalry that followed rendered a competition between two hardware makers legible to people who never played anything.
