Thhere's a common saying that winners write the history books, and that's just as relevant in the world of video games as it is in any other field. Nowadays you'd be forgiven for thinking that the NES was the exclusive platform in the latter half of the 80s. If you were brought up in Nintendo's target markets of the US and Japan, this bulky device essentially became the primary option – they possessed the iconic Mario, and its strong influence over game creators secured exclusive rights for key releases from that period. In European markets, where microcomputers were king, the Nintendo system was outperformed by a technologically superior rival.
The Hardware Powerhouse
The Sega's 8-bit console was initially introduced in Japan in the fall of 1985 as the Sega's Mark III. Based around the renowned Z80 processor (employed by personal computers such as the Amstrad, Spectrum and TRS-80) and a advanced graphics chip created by Sega, it included 8kb of RAM, a 64-colour palette and the capability to produce 32 sprites on screen at the same time – making the NES (based on the older 6502 processor) look like an ancient relic.
Evolution and Rebranding
At first it was marketed in Japan as a evolution of Sega's earlier systems, which were resembling inexpensive microcomputers than dedicated game systems, with their peripheral keyboards and printers. But as the NES exploded in both North America and Japan, Sega had a rethink, eliminated certain computer functionalities and reintroduced the system in that year as the Master System – an purpose-built entertainment system with a streamlined, slender, geometric design, contrasting the beige Betamax visage of the NES.
Visual quality exceeded expectations to other Z80 based systems as a result of Sega's graphics hardware.
Cutting-Edge Peripherals
It also came with a light weapon, and the company also introduced a stereoscopic eyewear for the platform and a range of compatible games. “I must highlight the stereoscopic racing game,” notes programmer Chris White, who developed a simulation program subsequently adopted by Sega on its PlaySega website. “While it induced headaches and the sequential lens switching was sufficient to cause visual distress, but it's reflective of an era when the company embraced innovation.”
European Distribution Approach
Sega oversaw the distribution of the platform in the United States (in the beginning), but looked to local companies to address the divided European landscape. Across British and French territories (subsequently Spain), the assignment was given to the Virgin-associated company. “Allied companies possessed superior market placement in Europe,” explains industry veteran Nick Alexander, who was the company's lead executive at the period. “Superior retailer connections existed than the competition possessed. Gaming publication the specialized magazine had a continuous gag that Nintendo saw Europe as where the dragons lived – the market puzzled them, caution dominated their approach. Consequently, resources were concentrated stateside.”
Youth-Focused Marketing
Alexander, overseeing the entertainment branch since 1983, adopted their rebellious, youth-oriented strategy. “I was trying to think of the video game equivalent of a band going on tour,” he elaborates. “So we bought a double-decker bus and drove it around the country. We took it to school playgrounds and commercial districts. Substantial media attention resulted. The competition traditionally positioned their titles as all-ages experiences, but effectiveness was confined to certain areas was German territories. We pitched to teenagers and we knew if we got them would mean their younger siblings would want a Master System too. This approach secured European dominance.”
Coin-Op Roots
And while Nintendo had Mario, Sega possessed its own advantages: their amusement center background. Teams endeavored to port multiple beloved amusement machine games to the console including classics like Space Harrier and Golden Axe, marketing its new machine in the Western markets as an arcade in your own living room. Although hardly perfect ports of the source material, performance was superior and graphically improved than any earlier home computer translations. To those of us who were teenage arcade addicts at the period, it seemed incredibly advanced.
Creation Benefits
Among continental programmers, the Master System hardware was a dream. “We'd been working on the Spectrum and Amstrad and titles were adapted for Commodore,” notes developer Andrew Oliver, who collaborating with family was making the Dizzy games for the development studio. “Attendance at the Consumer Electronics Show in Nevada and recall observing the Sega booth. The presence was substantial, and adjacent to rival companies – and the communication focused on: ‘Performance is paramount.’ During that period, systems were judged by what was graphically rich and speedy. Consequently, partnerships were established, we got the dev kits – existing knowledge accelerated creation, but visual capabilities resembled other systems. Performance was exceptional and advanced graphical techniques were available and graphical objects. Development was straightforward.”
Supportive Environment
UK developers also found better assistance from the company. Developer Mike Simpson at the English studio, subsequently acquired. “Compact development group was formed in the Midlands location, limited personnel, and multiple conversions were undertaken,” he says. “Assignment involved converting the advanced game, a really high-end 16bit Amiga game, to the Sega platform. The task seemed unachievable, so we had to have a go! I was actually invited to Japan to master development techniques: Time was spent at Japanese offices learning from future architect [eventually creating contemporary systems]. Recollection includes crowded workspaces, and the meeting room chairs were all being used to sleep on!”
Lasting Legacy
After successor systems debuted, the platform's continental appeal (eventually in South America), meant that it continued to be supported with streamlined successor ports such as the iconic hedgehog. The spin-off title Sonic Chaos, developed for both the Master System and mobile Sega console (sharing technical foundations as the 8-bit system), was {one of the highlights of the series|among the franchise's best|notable
