Sega

Sega is a video game company. The mascot of Sega is Sonic the Hedgehog, though it used to be Alex Kidd until 1991. In the past, Sega used to be the rival company of Nintendo. Both companies made fun of the other company's mascot many times.

An early mockery heppened in Alex Kidd's final game, Alex Kidd in Shinobi World. The first boss was originally going to be named Mari-Oh, a parody of Mario, however, it was changed to Kabuto. A later mocker was in the back of the box of Sonic the Hedgehog. The text on the back of the box includes "Super", a mockery of Super Mario Bros.. There are also characters called the "Marxio Brothers" in Sonic the Comic, a British comic.

To counter these mockeries of Mario, Nintendo had Sonic and Earthworm Jim make "cameo appearances" in Donkey Kong Country 2: Diddy's Kong Quest. Although they apparently joined Cranky Kong's contest of collecting DK Coins, Sonic and Jim apparently did not succeed in getting many coins. Neither ranked third place, and the pair seemed to have fled from Mushroom World. Sonic left his shoes behind when he left and Earthworm Jim left behind his blaster, both of which were put by a trash can, and labeled "No Hopees".

This feud lasted for many years, until Sega became a third-party developer, with the closing of their console-producing division. Sonic Adventure 2: Battle, appeared on the Nintendo Gamecube for the first game ever. Their first effort by teaming up with Nintendo resulted in F-Zero AX/GX. The two companies later teamed up to create a crossover game featuring both Mario and Sonic, Mario & Sonic at the Olympic Games, effectively burying their rivalry.