Mastertronic

British computer game publisher
the original Mastertronic

Mastertronic was originally a publisher and distributor of low cost computer game software founded in 1983. Their first games were launched on April 2, 1984. At its peak the label was one of the largest software publishers in the UK, achieved by selling cassette based software at £1.99. As well as supplying leading retailers such as Woolworth's and Toys "R" Us, Mastertronic sold software in outlets such as newsagents which had not been previously associated with the software market. Their range of budget games were incredibly successful during the 1980s, with titles such as Kikstart, Action Biker, Finders Keepers, Chiller and Flash Gordon (released under the M. A. D. Label). Later diversification included the setting up of US operations to source and distribute their software, as well as an unsuccessful arcade games division (Arcadia Systems). However, it was their decision to market the Master System in the UK that ultimately proved most successful. It resulted in the Master System selling much better than its rival, the NES than in many other territories and was cited by some as Virgin Group's reason for investing in the company (and later buying it outright). As the budget software market declined, the Sega hardware distribution became the dominant part of the business, and the company was eventually merged into Sega itself. Although the original company no longer exists, the rights to the name were acquired by another company, Mastertronic Group, formed in 2006 as a result of a merger of The Producers and Sold Out Sales & Marketing with Frank Herman, one of the founders of the original company, as its chairman.

In 1983 Martin Alper, Frank Herman, Terry Medway and Alan Sharam founded the computer game publishing company Mastertronic. Another key figure at the time was ex Notts Cricket batsman Richard Bielby, who ran a distribution network servicing a large number of small retailers. The first game was The Last V8 and many more were soon to follow including Knight Tyme and 180. Martin Alper, who had the most marketing flair, went to the United States in 1986 to set up Mastertronic Inc. The UK company was managed by Frank Herman, whilst Alan Sharam increasingly specialised in sales and logistics (warehousing, packaging, controlling production schedules). As the business continued to grow Mastertronic created another label in 1986, Entertainment USA, when it began working closely with several American writers including Sculptured Software and Randall Masteller. They wanted an outlet to sell games to the UK market, and so Mastertronic moved in, often using Rob Hubbard or David Whittaker to re do the music. In 1987 Mastertronic decided to expand their distribution of software and began exporting titles back across the Atlantic, so the label Bulldog was created primarily to distribute the 'Best of British' games in the US (The name Bulldog actually came from a small wholesaler called Bulldog Distribution who got into financial difficulties and was taken over the previous year). Several other labels were invented for other publishers who wanted them to re issue their old full price product at budget prices, such as Rack it for Hewson and Americana for U. S. Gold. Their re release label Ricochet was created in 1987 A buyout of Melbourne House when that label was struggling with financial problems enabled them to add games such as The Way of the Exploding Fist to their re release catalogue.

In March 1987 Mastertronic launched the short lived Master Vision and Master Sound labels, with an aim of releasing low priced video and music cassettes. During the brief life span of the company, the only notable releases were the films Creepshow and The Exterminator.

In 1987, Mastertronic started a venture to develop arcade games under the name Arcadia. The intent was that the hardware would be based around the chipset from Commodore's Amiga computers, and that the same game could run on both Arcadia hardware and home systems, reducing development cost. and Tony Takoushi.