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Thhere's an old maxim that history is written by the victors, and that's as true in video games as it is in other domains. One might easily believe that the Nintendo Entertainment System was the sole gaming system in the mid-to-late 1980s. If you were brought up in Nintendo's target markets of Japan and North America, this distinctive hardware essentially represented the only game in town – Mario was their flagship character, and its vice-like hold on third-party developers created a monopoly for key releases from that period. In European markets, where microcomputers were king, the console was surpassed by a superior technical alternative.

Advanced Architecture

The Master System was first launched in Japan in the latter part of 1985 as the Sega Mark III. Based around the renowned Z80 processor (used in home computers such as the Amstrad, Spectrum and TRS-80) and a advanced graphics chip created by Sega, it featured 8kb RAM, a 64-color range and the capability to produce 32 graphical objects at one time – causing the competing console (using the antiquated 6502 CPU) seem dated.

Development and Relaunch

Initially, it was positioned domestically as a successor to the SG-1000 line, which were resembling inexpensive microcomputers than games consoles, with their optional keyboards and printers. But as the NES exploded in both Japan and the US, Sega had a rethink, stripped away computer-like capabilities and reintroduced the system in the mid-80s as the new Master System – an purpose-built entertainment system with a sleek, slimline, angular look, differing from the beige VCR-like aesthetic of the NES.

Visual quality exceeded expectations to similar processor-based consoles as a result of Sega's graphics hardware.

Innovative Accessories

It also came with a light weapon, and manufacturers additionally offered a stereoscopic eyewear for the platform and a variety of appropriate software. “I want to emphasize the stereoscopic racing game,” comments coder Chris White, who wrote a Master System emulator subsequently adopted by Sega on its digital service. “While it induced headaches and the alternate flickering of the lenses was enough to trigger a mild seizure, but it's representative of a period 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 sought regional partners to address the divided European landscape. For the UK and France (and later Spain), that role would go to Virgin Mastertronic. “Collaborators enjoyed stronger brand positioning in Europe,” explains Nick Alexander, who was the organization's chief officer at the time. “They also had better retail and distribution relationships than rival companies maintained. Gaming publication the specialized magazine had a running joke that competitors considered Europe uncharted land – comprehension was lacking, they were nervous of it. Therefore, focus shifted to America.”

Young Audience Targeting

Alexander, overseeing the entertainment branch since that period, embraced that company's edgy, youth-conscious approach. “I was trying to think of the video game equivalent of a band going on tour,” he explains. “So we bought a double-decker bus and traveled across Britain. Visits included school grounds and shopping centres. Substantial media attention resulted. Nintendo had always marketed their titles as all-ages experiences, but success was limited to specific regions was Germany. Our target was adolescents and understanding that capturing this demographic would mean their younger siblings would want a gaming platform likewise. This approach secured European dominance.”

Arcade Legacy

And while Nintendo had Mario, Sega possessed its own advantages: its arcade heritage. Teams endeavored to port multiple beloved amusement machine games to the machine including Space Harrier, OutRun, Golden Axe and After Burner, marketing its new machine in the Western markets as an home amusement center. While not flawless conversions of the original titles, these were much faster and graphically improved than any earlier home computer translations. For young gaming enthusiasts at the era, it felt wildly futuristic.

Creation Benefits

Among continental programmers, the system specifications were perfect. “Previous experience involved microcomputers and titles were adapted for Commodore,” explains developer Andrew Oliver, who alongside his sibling was making the Dizzy games for the game company. “We went to the CES show in the entertainment capital and recall observing the Sega booth. The presence was substantial, and positioned near competitors – and the marketing emphasized: ‘It's all about speed.’ Back in the day, systems were judged by what was colourful and fast. Consequently, partnerships were established, programming tools were obtained – existing knowledge accelerated creation, but graphical power paralleled advanced computers. Performance was exceptional and sophisticated visual effects were possible and sprites. Programming was accessible.”

Developer Assistance

British programmers discovered superior support from Sega. Programmer Mike Simpson at the English studio, subsequently acquired. “A small team was established in Coventry, only about 20 people, and multiple conversions were undertaken,” he says. “A request was made to adapt the advanced game, a technically demanding Amiga title, for the 8-bit console. Success appeared unlikely, so effort was invested! Travel to Japan was arranged to learn how to program it: Time was spent at Japanese offices being taught by Mark Cerny [eventually creating contemporary systems]. I remember rows and rows of tightly packed desks, and the meeting room chairs were all being used to sleep on!”

Lasting Legacy

Following the Genesis launch, the console's European success (subsequently in Brazil), meant that it continued to be supported with adapted Genesis titles such as the iconic hedgehog. The spin-off title Sonic Chaos, created for multiple platforms and mobile Sega console (which was based on the same hardware as the Master System), was {one of the highlights of the series|among the franchise's best|notable