🔗 Share this article

Thrhere's a common saying that history is written by the victors, and that's just as relevant in the world of video games as it is in other domains. Today, it's easy to assume that the Nintendo Entertainment System was the exclusive platform in the latter half of the 80s. For those raised in Nintendo's primary regions of the US and Japan, this chunky contraption essentially became the only game in town – Mario was their flagship character, and its tight grip on external studios secured exclusive rights for key releases from that period. But in Europe, where personal computers were dominant, the NES was beaten by a superior technical alternative.

The Hardware Powerhouse

The Master System was initially introduced in Japan in the autumn of 1985 as the Sega Mark III. Based around the renowned Z80 processor (featured in microcomputers such as the Spectrum, Amstrad and TRS-80) and a powerful Sega-designed video display processor, it included 8kb RAM, a 64-colour palette and the capability to produce 32 sprites on screen at once – rendering the Nintendo system (based on the older 6502 processor) look like an ancient relic.

Transformation and Marketing

At first it was marketed domestically 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, the company reconsidered its strategy, stripped away computer-like capabilities and relaunched the Mark III in the mid-80s as the Sega Master System – an purpose-built entertainment system with a sleek, slimline, angular look, contrasting the beige Betamax visage of the NES.

Graphics were significantly better to similar processor-based consoles as a result of Sega's graphics hardware.

Innovative Accessories

The system included a light gun, and manufacturers additionally offered a pair of 3D glasses for the platform and a variety of appropriate software. “I must highlight the stereoscopic racing game,” notes developer Chris White, who created emulation software later used by Sega on its digital service. “Sure it made your head hurt and the rapid lens alternation was enough to trigger a mild seizure, but it's indicative of a time when Sega wasn't afraid to try wild experiments.”

European Market Strategy

Sega controlled the rollout of the platform in the United States (during early phases), but engaged domestic firms to address the divided European landscape. Across British and French territories (eventually including Spain), that role would go to the Virgin-associated company. “Sega's partners had better marketing positioning in Europe,” explains industry veteran Nick Alexander, who was the organization's chief officer at the period. “Superior retailer connections existed than Nintendo did in those days. Gaming publication Computer Trade Weekly had a running joke that competitors considered Europe uncharted land – comprehension was lacking, apprehension prevailed. Consequently, resources were concentrated stateside.”

Teen-Centric Advertising

Alexander, who had run Virgin Games since 1983, adopted their rebellious, youth-oriented strategy. “I was trying to think of the interactive entertainment parallel to concert tours,” he elaborates. “Therefore, we purchased a red bus and toured the nation. Visits included school grounds and retail complexes. Widespread publicity was generated. Nintendo had always marketed their titles as all-ages experiences, but success was limited to specific regions was the German market. We focused on youth and recognizing that securing their interest would mean their younger siblings would want a gaming platform likewise. This strategy defeated competitors.”

Arcade Legacy

Despite Nintendo's iconic character, Sega had a valuable asset of its own: its arcade heritage. Teams endeavored to port many of its hugely popular coin-op hits to the console including titles such as OutRun and After Burner, marketing its new machine in the Western markets as an home amusement center. Although hardly perfect ports of the arcade versions, speed was increased and graphically improved than any earlier home computer translations. For young gaming enthusiasts at the period, it seemed incredibly advanced.

Creation Benefits

For European developers, the Master System hardware was a dream. “Background included home computer development and titles were adapted for Commodore,” says Andrew Oliver, who with his brother Philip was developing the iconic franchise for the game company. “Visiting the industry event in Nevada and remember the company's exhibition. The presence was substantial, and adjacent to rival companies – and the communication focused on: ‘Performance is paramount.’ During that period, computers really were all about what was visually appealing and rapid. Therefore, an agreement was secured, programming tools were obtained – existing knowledge accelerated creation, but graphical power paralleled advanced computers. Execution was rapid and advanced graphical techniques were available and graphical objects. It was very easy.”

Technical Backing

British programmers discovered superior support from Sega. Developer Mike Simpson at the English studio, eventually purchased. “Compact development group was formed in Coventry, approximately twenty staff, and multiple conversions were undertaken,” he explains. “A request was made to adapt the advanced game, a really high-end 16bit Amiga game, on to the Master System. The task seemed unachievable, so we had to have a go! Travel to Japan was arranged to understand system architecture: I spent a week at Sega in Tokyo being taught by Mark Cerny [eventually creating contemporary systems]. Memory contains organized development areas, and furniture served multiple purposes!”

Lasting Legacy

Even when the Mega Drive arrived, the console's European success (subsequently in Brazil), guaranteed continued software with adapted Genesis titles such as the iconic hedgehog. The spin-off title Sonic Chaos, created for multiple platforms and mobile Sega console (utilizing similar architecture as the Master System), was {one of the highlights of the series|among the franchise's best|notable