🔗 Share this article

There's an old maxim that winners write the history books, and that's as true in video games as it is anywhere else. Today, it's easy to assume that the NES was the sole gaming system in the 1980s era. For those raised in Nintendo's primary regions of the US and Japan, this distinctive hardware essentially was the primary option – they possessed the iconic Mario, and its strong influence over game creators created a monopoly for key releases from that period. But in Europe, where microcomputers were king, the NES was beaten by a more advanced competitor.

Advanced Architecture

The Sega Master System was initially introduced in Japan in the latter part of 1985 as the Sega Mark III. Utilizing the famed Z80 CPU (employed by personal computers such as the Amstrad, Spectrum and TRS-80) and a advanced graphics chip created by Sega, it boasted 8kb RAM, a 64-color range and the power to display 32 graphical objects at once – causing the competing console (based on the older 6502 processor) appear obsolete.

Evolution and Rebranding

At first it was marketed in Japan as a successor to the SG-1000 line, which were resembling inexpensive microcomputers than dedicated game systems, with their optional keyboards and printers. However, when Nintendo's console dominated in both Japan and the US, Sega revised its approach, removed some computing features and relaunched the Mark III in that year as the Sega Master System – an purpose-built entertainment system with a sleek, slimline, angular look, contrasting the beige Betamax visage of the NES.

Visual quality exceeded expectations to similar processor-based consoles as a consequence of Sega's visual technology.

Cutting-Edge Peripherals

Consumers received a light gun, and manufacturers additionally offered a set of three-dimensional viewers for the system and a variety of appropriate software. “I must highlight the three-dimensional OutRun,” says coder Chris White, who developed a simulation program later used by Sega on its online platform. “Admittedly, it caused discomfort and the rapid lens alternation was enough to trigger a mild seizure, but it's reflective of an era when Sega wasn't afraid to try wild experiments.”

European Market Strategy

The company managed distribution of the console in America (at least initially), but engaged domestic firms to address the divided European landscape. For the UK and France (and later Spain), this responsibility fell to Virgin Mastertronic. “Allied companies possessed superior market placement in Europe,” notes Nick Alexander, who was the organization's chief officer at the period. “Stronger distribution networks were established than the competition possessed. Industry periodical Computer Trade Weekly had a running joke that competitors considered Europe uncharted land – comprehension was lacking, apprehension prevailed. Therefore, focus shifted to America.”

Teen-Centric Advertising

Alexander, overseeing the entertainment branch since the early 80s, embraced that company's edgy, youth-conscious approach. “I aimed to conceptualize the gaming version of musical touring,” he explains. “Therefore, we purchased a red bus and traveled across Britain. Visits included school grounds and retail complexes. Substantial media attention resulted. Rivals consistently advertised their products as family-friendly, but effectiveness was confined to certain areas was German territories. Our target was adolescents and understanding that capturing this demographic would mean brothers and sisters would request a gaming platform likewise. That's how we beat Nintendo in Europe.”

Arcade Heritage

Although Mario belonged to competitors, the company owned significant intellectual property: their amusement center background. The company set out to bring numerous successful arcade titles to the machine including titles such as OutRun and After Burner, marketing its new machine in the west as an home amusement center. Although hardly perfect ports of the source material, these were much faster and more colourful than previous computer ports. To those of us who were teenage arcade addicts at the era, it appeared remarkably innovative.

Developer Experience

Among continental programmers, the system specifications were perfect. “Previous experience involved microcomputers and our games were being ported to the C64,” says Andrew Oliver, who collaborating with family was making the Dizzy games for the development studio. “Visiting the industry event in the entertainment capital and remember the company's exhibition. It was massive, and right alongside Nintendo – and their message was: ‘It's all about speed.’ Back in the day, systems were judged by what was visually appealing and rapid. Consequently, partnerships were established, development equipment was acquired – familiar architecture simplified development, but the graphics chip is like a C64. Execution was rapid and sophisticated visual effects were possible and moving elements. It was very easy.”

Developer Assistance

UK developers also found Sega to be more helpful than Nintendo. Developer Mike Simpson at the UK company, eventually purchased. “Compact development group was formed in the English city, approximately twenty staff, and various adaptations were created,” he explains. “A request was made to adapt the advanced game, a really high-end 16bit Amiga game, for the 8-bit console. Success appeared unlikely, so we had to have a go! I was actually invited to Japan to master development techniques: Time was spent at Japanese offices receiving instruction from industry veteran [subsequently designing modern consoles]. Recollection includes crowded workspaces, and improvised sleeping arrangements existed!”

Continuing Influence

After successor systems debuted, the platform's continental appeal (and later Brazil), meant that it continued to be supported with simplified versions of Mega Drive games such as the blue blur. Derivative game Sonic Chaos, developed for both the Master System and mobile Sega console (sharing technical foundations as the original console), was {one of the highlights of the series|among the franchise's best|notable