There's an old maxim that victors shape historical narratives, and that's as true in video games as it is in any other field. One might easily believe that the Nintendo's classic console was the only console available in the mid-to-late 1980s. Growing up in Nintendo's key territories of Japan and North America, this chunky contraption essentially was the dominant choice – the company had Mario after all, and its vice-like hold on third-party developers established dominance for major titles of the era. But in Europe, where home computers ruled the era, the Nintendo system was outperformed by a more advanced competitor.
Technical Superiority
The Master System was originally released in Japan in the fall of 1985 as the Mark III. Built upon the celebrated Z80 central processing unit (employed by microcomputers such as the Spectrum, Amstrad and TRS-80) and a powerful Sega-designed video display processor, it featured 8kb RAM, a 64-color range and the ability to generate 32 graphical objects at one time – rendering the Nintendo system (built around the outdated 6502 chip) seem dated.
Development and Relaunch
At first it was marketed domestically as a evolution of Sega's earlier systems, which were resembling inexpensive microcomputers than gaming platforms, with their add-on keyboards and printing devices. As the competing system gained popularity in both the United States and Japan, the company reconsidered its strategy, removed some computing features and reintroduced the system in 1986 as the Sega Master System – an unapologetic games machine with a sleek, slimline, angular look, contrasting the beige Betamax visage of the NES.
Graphics were significantly better to other Z80 based systems as a consequence of Sega's visual technology.
Innovative Accessories
Consumers received a light gun, and the company also introduced 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 eventually utilized by the company on its PlaySega website. “While it induced headaches and the alternate flickering of the lenses was enough to trigger a mild seizure, but it's reflective of an era when Sega pursued bold ideas.”
Continental Marketing Tactics
The company managed distribution of the platform in the United States (in the beginning), but sought regional partners to tackle the more fragmented European market. Across British and French territories (subsequently Spain), this responsibility fell to Virgin Mastertronic. “Collaborators enjoyed stronger brand positioning in Europe,” notes Nick Alexander, who was the company's lead executive at the time. “They also had better retail and distribution relationships than the competition possessed. Industry periodical Computer Trade Weekly had a recurring humor that the company viewed Europe as mysterious territory – the market puzzled them, they were nervous of it. Consequently, resources were concentrated stateside.”
Teen-Centric Advertising
Alexander, who had run Virgin Games since that period, adopted their rebellious, youth-oriented strategy. “I aimed to conceptualize 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. Destinations contained educational institutions and shopping centres. Substantial media attention resulted. Rivals consistently advertised their games as family entertainment, but success was limited to specific regions 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
Although Mario belonged to competitors, Sega had a valuable asset of its own: its arcade heritage. The company set out to bring numerous successful arcade titles to the machine including Space Harrier, OutRun, Golden Axe and After Burner, promoting their platform in the overseas territories as an home amusement center. Despite imperfect adaptations of the source material, these were much faster and graphically improved than earlier microcomputer versions. To those of us who were teenage arcade addicts at the period, it seemed incredibly advanced.
Developer Experience
For European developers, the console architecture was ideal. “Background included home computer development and our games were being ported to the C64,” notes developer Andrew Oliver, who with his brother Philip was making the Dizzy games for the game company. “Attendance at the Consumer Electronics Show in the entertainment capital and I remember seeing the Sega stand. It was massive, and right alongside Nintendo – and the communication focused on: ‘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 graphical power paralleled advanced computers. Performance was exceptional and sophisticated visual effects were possible and moving elements. Programming was accessible.”
Technical Backing
European creators learned better assistance from the company. Developer Mike Simpson at the UK company, eventually purchased. “We had set up a little internal development studio in the English city, approximately twenty staff, and we were doing a variety of ports,” he says. “A request was made to adapt Xenon 2, a graphically intensive computer game, to the Sega platform. The task seemed unachievable, so attempts were made! Visiting headquarters occurred to master development techniques: Duration involved headquarters visit receiving instruction from industry veteran [subsequently designing modern consoles]. I remember rows and rows of tightly packed desks, and the meeting room chairs were all being used to sleep on!”
Continuing Influence
Even when the Mega Drive arrived, the Master System's popularity in Europe (eventually in South America), guaranteed continued software with adapted Genesis titles such as Sonic the Hedgehog. Derivative game Sonic Chaos, produced for various systems and mobile Sega console (which was based on the same hardware as the original console), was {one of the highlights of the series|among the franchise's best|notable
