TThere’s an enduring saying that history is penned by the victors, and this is just as true for video games as it is for any other arena. It’s easy to think of the Nintendo Entertainment System (NES) as the sole gaming console of the mid-to-late 1980s. For those who grew up in Nintendo’s key markets of Japan and North America, this bulky device was essentially the only option available, especially with its iron grip on third-party developers that crafted a monopoly on prominent titles. However, in Europe, where home computers thrived, the NES struggled against superior competitors.

The Sega Master System first made its debut in Japan in the fall of 1985, originally branded as the Sega Mark III. Powered by the renowned Z80 CPU (which was also utilized in home computers like the Spectrum, Amstrad, and TRS-80) and a robust Sega-designed video display processor, it comes equipped with 8kb of RAM, boasts a 64-color palette, and can render 32 sprites on-screen simultaneously, making the NES (which uses the antiquated 6502 processor) look like an antiquity.

Initially marketed in Japan as an extension of Sega’s SG-1000 series, this device resembled a budget-friendly home computer rather than a pure gaming console, complete with optional keyboard and printer. Nonetheless, as the NES surged in popularity across Japan and the United States, Sega reassessed its strategy, stripping away some computer functions before reintroducing the Mark III as the Master System in 1986. This sleek, angular console stood in stark contrast to the beige Betamax aesthetic of the NES.

Included with the Master System was a light gun, and Sega also introduced 3D glasses compatible with specific games. “We refer to it as a 3D version of Outrun,” says programmer Chris White, who later developed the Master System emulator for Sega’s PlaySega website. “It definitely gave me a headache, and the flashing lenses caused mild disorientation, but it was a reflection of Sega’s willingness to experiment boldly.”

Initially, Sega managed the distribution of the Master System in the U.S., but they sought local partners to navigate the more fragmented European market. In the UK and France, later expanding to Spain, Virgin Mastertronic took on that role. “Sega’s partners had a stronger marketing position in Europe,” noted Nick Alexander, Virgin Mastertronic’s managing director during that time. “They also established better retail and distribution relationships compared to Nintendo. There was a running joke in Computer Trade Weekly, a video game trade magazine, stating that Nintendo viewed Europe as a land of dragons. They were out of touch and concerned, which is why they focused primarily on the U.S.”

Alexander, who led Virgin Games since 1983, embraced the company’s innovative, youth-oriented marketing approach. “We envisioned video games as equivalent to a band on tour,” he shared. “Thus, we procured a double-decker bus and traveled across the country, visiting school playgrounds and shopping centers. This garnered significant press attention. While Nintendo targeted family entertainment, we understood that in Europe, it resonated primarily with Germany. We aimed at teenagers, knowing that if we won them over, their younger siblings would also be drawn to the Master System. That was our formula for overshadowing Nintendo in Europe.”

While Nintendo had Mario, Sega possessed a significant asset: arcade heritage. The company ported many of its popular arcade hits to the console, including Space Harrier, Outrun, Golden Ax, and Afterburner, marketing it in the West as a home arcade experience. Even though these weren’t perfect conversions of the original games, they were notably faster and more vibrant than those previously available on home computers. For teenage arcade enthusiasts at the time, this felt revolutionary.

“Thanks to the impressive hardware of the Master System, games visually surpassed other Z80-based systems,” White asserts. “It gives developers the ability to create scrollable tilemaps and dynamically position sprites, which makes programming straightforward and alleviates a lot of processing demands from the CPU. This design shared numerous similarities with Sega’s arcade technology; in fact, it was originally derived from the graphics chip used in Sega’s arcade machines, the TMS9918. ”

For European developers, mastering the hardware was a dream. “We had been developing for the Spectrum and Amstrad, and our titles were being ported to the C64,” recalls Andrew Oliver, who, along with his brother Philip, created Dizzy games for Codemasters. “I vividly remember attending the CES show in Las Vegas, where Sega had an extensive booth that stood alongside Nintendo, promoting their message of ‘speed.’ Back then, computers were all about vibrant visuals and rapid execution. Ultimately, Codemasters signed a licensing agreement and obtained a development kit for the console. It operates on a Z80, similar to the Spectrum, yet the graphics chip is reminiscent of the C64, resulting in fast performance with impressive parallax scrolling and sprites. The programming process was quite straightforward.”

Additionally, British developers believed that Sega offered a more useful platform than Nintendo. Mike Simpson, a programmer at the British publisher Personal Software Services, later acquired by MirrorSoft, shared, “We established a small in-house studio in Coventry, employing around 20 people to port various titles.” He continued, “Someone approached us about porting Xenon 2, a top-tier 16-bit Amiga game, to the Master System. It seemed like an impossible task, but we had to give it a shot. I was even invited to Japan for training in programming. I spent a week at Sega in Tokyo, getting insights from Mark Cerny,” [the later lead architect of PlayStation 4 and 5]. “I recall rows of tightly packed desks and conference room chairs being used as makeshift beds.”

Even with the arrival of the Mega Drive, the Master System maintained its popularity in Europe (and later in Brazil) and continued to be supported with simplified versions of Mega Drive hits like Sonic the Hedgehog. Sonic Chaos, a beloved offshoot developed for both the Master System and Sega’s handheld devices (which shared the same hardware), stands out as a highlight of the series. Subsequently, Sega released a revamped Master System 2 at a budget-friendly price of £50, bundled with Sonic.

However, the Master System offered more than just ports and arcade classics. It has a rich legacy with iconic platformers like Wonder Boy III: The Dragon’s Trap, Psycho Fox, Fantasy Zone, Alex Kidd’s Miracle World, the groundbreaking role-playing adventure Phantasy Star, and the excellent Zelda-like Golbelius: Valley of Fate. These titles, as well as many often overlooked from the NES era, remain true gems. Unlike many classic Nintendo games, Master System titles are now more accessible to modern collectors.

Indeed, while the NES dominated in America to the point where “Nintendo” became synonymous with gaming, the Master System emerged victorious in Europe, Brazil, and elsewhere. Historical accounts may be harsh, but for those of us who lived through it, who read European gaming magazines or flipped through Sega catalogs in the annual Argos and Grattan Christmas sales, the Master System was more than a console; it was an arcade experience that foretold the future of gaming. A promise that the Mega Drive would continue to uphold.