Mastertronic

Mastertronic was originally a publisher and distributor of low-cost computer game software founded in 1983. Their first games were distributed in mid-1984. At its peak the label was the dominant software publisher in the UK, a position achieved by selling cassette-based software at the GB£1.99 and £2.99 price-points. As well as being an exclusive wholesaler of computer games to Woolworth's, Toys "R" Us and other leading retailers, Mastertronic sold software in outlets such as newsagents which had not been previously associated with the software market. Later diversification included the setting up of US operations to source and distribute their software, as well as an unsuccessful arcade games division. However, it was their decision to market the Sega Master System in the UK that ultimately proved most successful. It resulted in the Master System outselling its rival, the NES throughout the 8-bit era and was cited by some as Virgin Group's reason for investing in the company. As the budget software market declined, the Sega hardware distribution became the dominant part of the business, and the company was eventually sold Sega itself.