Interview: Jamie Bunker (2021) by Retro-Bit

This is an unaltered copy of an interview of Jamie Bunker, for use as a primary source on Sega Retro. Please do not edit the contents below. Language: English Original source: Gaiares (2022), conducted by publisher Retro-Bit.

The Poster Boy

A native of the San Francisco Bay Area, Jamie would join Renovation Products in 1989 as one of its first employees joining as a playtester while still attending high school. During this time, he would be sent to events such as the Consumer Electronics Shows for demonstrations.

In 1990, he was selected to become a spokesperson for the upcoming release of Gaiares in an advertising campaign on the anime-inspired shooter to the North American public. The advertisements offering a free shirt, how to pronounce the game title, and the quality of the game itself featuring Jamie would all go down in video game history and will always be associated with Gaiares' release.


Could you explain how a young teenager like yourself got a job at Renovation Products and what it was like working there?

JB: My journey to Renovation Products started 2-years prior when I got my first video game job. I lived in Sunnyvale, CA growing up. One day I learned that SNK Corporation of America (most famous at the time for its Ikari Warriors title) was located in my hometown. The next day, and for several days over a long summer, I rode my bicycle over to their headquarters and began befriending individuals working in the warehouse's shipping and receiving area. Soon after building mutual trust, I was offered a job with distribution - helping to ship games nationwide. From there, I began to take "broken or returned" cartridges home for testing and evaluation. Then eventually, I began working hours manning a Help Hotline for gamers with questions. After a couple of years in this role, my manager changed jobs and began working with Renovation Products. I followed her there and thus began my 15-minutes of Gaiares fame.

How did you become the face of the advertising campaign? How did you feel seeing yourself in magazine ads?

JB: The Gaiares ads were the brainchild of Renovation's lead US Marketing Manager, Linda Lavin. At the time in video game advertising history, using young gamers in print ads was all the rage. When the initial Gaiares ad first came out (the one with my #1 hand sign) I thought it was one of the funniest things I had ever seen. That feeling remained for each of the two follow-up advertisements that showcased the game's very HIGH ratings for some of the industry's leading gaming magazines.

While you are known for the North American release of Gaiares, were there any other titles you tested or worked on?

JB: While at Renovation Products, I regularly played most of their titles. Some of my favorites were Whip Rush and Valis III.

Working at a video game company must have been interesting during those days. Are there any tales that you can share and did you hold on to any relics?

JB: My favorite story from my time with Renovation Products was in 1990 when I attended the Winter session of the International Consumer Electronics Show in Chicago. I was away from home for the first time on my own and stayed at a fancy hotel with unlimited room service. What a dream! Plus, I was able to work the Renovation booth for 4 days and play games ALL DAY LONG.

A key memory from that experience was when I was invited to the penthouse suite to "game" for Renovation's CEO from Japan. He was so gracious to me that during my last gameplay session, he pulled out a crisp 100 Japanese Yen bill from his wallet and gave it to me. At the time, it was worth about $100 USD. I kept it for a couple of years before finally cashing it out at my local bank.

How long were you at Renovation Products? In 1993, they were acquired by SEGA of America. Did you stay in touch with anyone from the old team after that?

JB: I was with Renovation Products for a little over two years. The last set of bulk work I did for them was the targeted mailing of marketing collateral to thousands of video game retailers across the US. After leaving the company, I really only stayed in touch with Linda. She went on to have a very successful career in the Bay Area, just not related to the video game industry.

Did any opportunities come from working in the video game industry? Did you feel like you gained or learned something from your time there?

JB: Renovation Products was the last video game company I worked for. My time there and the positive people I was always surrounded with must have truly influenced me. It helped me understand the important role that marketing plays in successfully selling new products and services. I work in the Global Marketing department of a Silicon Valley High Tech company today and often wonder how much of my life's professional direction was impacted by my childhood experience.

After getting your degree at San Jose State University, what was next for you? Did you keep up with video games? If so, what have you been playing?

JB: After receiving my university degree, I worked in various non-video game-related industries, including: semiconductor test equipment, aviation tracking, behavioral/personality assessment, and data storage equipment.

We HAVE to ask about the mullet. Did you have it before? How long did you keep it?

JB: I love this question! I had some form of a mullet and/or "duck tail" for about 4 years, starting from the age of 12. You can't tell from any of the game ads, but I used to color the mullet/tail with 1-3 bright colors. That's not an uncommon thing to see these days, but it was pretty progressive for 1990. Hahaha!!!