Hubbry Logo
MastertronicMastertronicMain
Open search
Mastertronic
Community hub
Mastertronic
logo
7 pages, 0 posts
0 subscribers
Be the first to start a discussion here.
Be the first to start a discussion here.
Mastertronic
Mastertronic
Mastertronic
View on Wikipedia
from Wikipedia

Mastertronic was originally a British publisher and distributor of low-cost computer game software founded in 1983 in London.[1] Their first games were launched on April 2, 1984.[2] 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.

Key Information

Their range of budget games were highly 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[3] 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.[4]

History

[edit]

In 1983 Martin Alper, Frank Herman (died 2009), Terry Medway and Alan Sharam founded the computer game publishing company Mastertronic.[1] The four had some financial backing from a small group of outside investors and previous experience in video distribution. Their initial venture involved bundling packages of 100 tapes ("dealer packs") and sending them to newsagents, toy shops, motorway service stations, or just about anyone who would take them.[5] 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.[5]

New labels, expansion and diversification

[edit]

In late 1985 Mastertronic launched their Mastertronic Added Dimension (M.A.D.) label to sell games at a slightly higher price (£2.99).[6] 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[5] with their most successful release being Activision's Ghostbusters with nearly half a million copies sold.[7] 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.

Video and music

[edit]

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.

Arcadia Systems

[edit]

In 1987,[8] 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.[9][10]

However, Arcadia was a failure;[9] according to Mastertronic's then-financial controller, Anthony Guter, the games were of poor quality and not suited to arcade-style play. Guter noted that while those within Mastertronic who played games were aware of the difference in style between arcade and home games, the directors in charge of the company were not.[10] According to Guter, Arcadia's failure nearly bankrupted the company.[10]

Merger with Virgin

[edit]

Having bought Melbourne House and with heavy financial commitments to the Arcadia project Mastertronic (now renamed the 'Mastertronic Group Ltd') was now suffering severe cash flow problems. Virgin stepped in and purchased the 45% of shares held by the outside investment group. The remaining 55% was held by Alper (25%), Herman (20%) and Sharam (10%) until 1988 when they sold out in a highly complex deal which required their continuing involvement in the business and achievement of profit and cash flow targets. The merger created Virgin Mastertronic although the company would continue to publish titles under the Mastertronic, Melbourne House and Virgin Games labels for several more years.

It was Frank Herman who, in early 1987, spotted that Sega had no UK distributor for the Master System range. Mastertronic sold all they could get that year and were then appointed as distributors in France and Germany as well, and thus Sega Europe was born.

Sega takeover

[edit]

Soon after the completion of the merger all the marketing effort went into full-price games under the Melbourne House label and it was clear that the budget side was sliding into oblivion, the competition had become intense as everyone was recycling their old full-price games as budget games. In addition, the children who used to buy 8-bit computers were now buying Sega and Nintendo consoles. Sega sales were booming so much that nobody really cared about the traditional Mastertronic business. Although staff recruitment actually rose, this was all for the Sega operations. By 1991 nearly all the company's turnover, and certainly all the profit, came from Sega-related business.

As a result, nearly all the staff moved over to Sega when they took over the business from Virgin and only a handful of game programmers stayed with the publishing side (quickly renamed Virgin Interactive Entertainment). After the Sega takeover Frank became deputy Managing Director of Sega Europe and Alan was Managing Director of Sega UK. Martin left the UK and became a resident in the US.

Influence on the industry

[edit]

Compared to its main competitors, Mastertronic was a highly professional operation. The management understood that sourcing games was relatively easy while marketing and distribution was the hard part. Emphasis was set on creating a brand image, establishing distributor chains, persuading the larger high street stores to stock the product and ensuring a fast turn-round from the tape duplicators and the printers so that fresh supplies of successful games could be produced quickly.

Much of the early output was supplied by just two producers: the Darling brothers, who formed Codemasters as soon as they could break their contract with the company, and Mr. Chip Software who continued to write games for Mastertronic for some time. Mastertronic never employed in-house programmers to write games. Everything that was published had been produced either by other software houses or by freelance authors. This was an ideal approach for the fast output of many diverse games. At this time thousands of bedroom programmers were trying to get rich quickly by writing games. While this was not so good for creating a consistent throughput of a series or for developing highly complex games, one huge advantage was that it kept overheads low and outsourced the risks of software development to others. Mastertronic did employ specialists to review and test games, to encourage and assist authors and to provide technical expertise. As well as permanent staff temporary assistance came from several game authors, including Nigel Johnstone, Richard Aplin, Mike Harrison, Jeremy Burrell, Stephen N Curtis[11] and Tony Takoushi.[1]

One of Mastertronic's key markets was the Commodore 64. Composer Rob Hubbard produced music for the company's C64 range such as One Man and His Droid, Hunter Patrol, Spellbound, Action Biker, Phantom of the Asteroid, and Master of Magic. These are still regarded by many enthusiasts as classics and having music of this quality on budget-priced games greatly enhanced Mastertronic's reputation.[citation needed]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Mastertronic

View on Grokipedia
from Grokipedia
Mastertronic was a British video game publisher and distributor founded in 1983, best known for pioneering the budget software market by offering affordable games and applications for home computers such as the ZX Spectrum, Commodore 64, and Amstrad CPC. Established in London by entrepreneurs Martin Alper, Frank Herman, Terry Medway, and Alan Sharam, the company began trading on 1 April 1984 from modest premises, initially focusing on distributing third-party titles at a revolutionary low price of £1.99—half the industry standard—to appeal to mass-market retailers like Woolworths and Toys "R" Us. Within three years, Mastertronic had become the United Kingdom's leading supplier of computer games software, expanding internationally and publishing over 200 titles, including notable budget hits like Manic Miner, BMX Racers, and Spellbound. In 1985, the company launched its mid-price M.A.D. (Mastertronic Added Dimension) imprint at £2.99, targeting higher-quality games, and diversified into peripherals such as the Magnum Light Phaser light gun for the . By 1987, Mastertronic merged with Virgin Games to form Virgin Mastertronic, taking on exclusive distribution for Sega's console and expanding into console publishing. The original entity was fully absorbed into Sega by 1991, effectively ending its independent operations. The Mastertronic name was revived in 2003 when co-founder Frank Herman, along with Andy Payne and Garry Williams, established Mastertronic Group Ltd., initially focusing on PC budget re-releases and . In 2004, it merged with Sold Out Sales & Marketing and The Producers to broaden its portfolio, acquiring labels like Just Flight (flight simulators) and launching Blast! Entertainment for family-oriented titles in 2006. Renamed Mastertronic Games Ltd. in 2005, the group published over 100 titles before entering administration in 2015 and being dissolved in 2017. Today, the trademark is held by retro gaming enthusiast of the Retro Collective, who maintains a collectors' archive and plans future budget releases in collaboration with publishers like Psytronik Software.

Founding and Early Operations

Establishment and Founders

Mastertronic was founded in 1983 in by Martin Alper, Frank Herman, Terry , and Alan Sharam, with the company beginning trading on April 1, 1984. The founders brought complementary expertise from the emerging software and video distribution sectors; Alper and had prior experience operating Video Tapes International, a London-based video wholesaler and retailer, while Herman possessed deep knowledge in video duplication and distribution processes. Sharam, a partner in the surveying firm Hirshfields, contributed operational and financial acumen to support the venture's setup. From its inception, Mastertronic targeted the burgeoning UK home computer market by publishing low-cost software, primarily budget-priced games for platforms such as the ZX Spectrum, Commodore 64, and Amstrad CPC. The company aimed to distribute these titles through mass-market retail channels like newsagents and department stores such as Woolworth's, making games accessible at pocket-money prices around £1.99 to broaden appeal beyond specialist computer shops. This approach was driven by the founders' motivation to capitalize on the early 1980s boom in affordable home computing while avoiding the high marketing and development expenses of larger publishers. Financially, Mastertronic adopted a bootstrapped model with modest external support, including initial investments from small investors like Colin Gershinson and contributions from to cover licensing, duplication, and basic branding costs. A small group of outside investors held an initial 45% stake, enabling the company to start operations from limited premises without relying on major corporate funding. This lean structure allowed Mastertronic to focus on efficient production and wide distribution from the outset.

Budget Publishing Model

Mastertronic's budget publishing model revolutionized the home computer software market in the early 1980s by introducing games priced at £1.99 per cassette, a fraction of the prevailing full-price standard of £9.95 for premium titles from publishers like . This low pricing was sustained through a high-volume sales approach, where offset slim margins; production costs were kept minimal at around 35p per unit, including 22p for tapes and 3p for inlays, enabled by large print runs and basic packaging without elaborate boxes or manuals. The strategy targeted "pocket-money" buyers, making gaming accessible to a broader audience beyond dedicated enthusiasts and positioning Mastertronic as the dominant force in the emerging budget sector. To achieve rapid development cycles for these affordable titles, Mastertronic relied almost entirely on freelance developers and external software houses, such as Mr. Chip Software and Galactic Software, rather than maintaining an in-house programming team. Freelancers received modest advances of about £2,000 per project plus royalties of 10p per unit sold, incentivizing quick turnaround on simple, arcade-style games that prioritized playability over complexity. Internally, the company concentrated resources on marketing campaigns, distribution logistics, and rigorous quality control to ensure games loaded reliably—a critical factor in building consumer trust amid the era's frequent software bugs—while avoiding the higher costs associated with original in-house creation. Distribution played a pivotal role in the model's efficiency, with Mastertronic forging partnerships with high-street retailers like , Boots, and Woolworths to place games in everyday shopping environments rather than niche computer stores. This impulse-buy focus was supported by in-house warehousing—initially a modest cellar in Paul Street, —and "dealer packs" of 100 units sold directly to smaller outlets like sweet shops and garages, bypassing traditional specialist distributors to reduce overheads and maximize reach. Self-employed sales representatives further streamlined operations, allowing the company to control the and respond swiftly to demand. The cumulative impact of these efficiencies drove Mastertronic's sales to a peak of over 2 million units annually by 1986, following an initial surge of 2.1 million units in the first 15 months of operation from April 1984. This success not only validated the budget model's viability but also contributed to the company's overall output exceeding 18 million units across all formats by 1991, establishing it as a key innovator in accessible gaming during the 8-bit era.

Expansion and Diversification

New Labels and Product Lines

In the mid-1980s, Mastertronic sought to expand beyond its core budget model by introducing specialized labels that allowed for higher production values and targeted markets while maintaining affordable pricing. The most notable of these was the M.A.D. (Mastertronic Added Dimension) label, launched in October 1985 with a press event on a boat along the River Thames. This imprint focused on premium titles featuring improved graphics and sound effects, priced at £2.99 to balance enhanced quality with accessibility for consumers. Initial releases included The Last V8, Master of Magic, Spellbound, and Hero of the Golden Talisman, marking Mastertronic's first deliberate shift toward mid-tier offerings without alienating its budget audience. Building on this momentum, Mastertronic introduced the Entertainment USA label in spring 1986 to bring American-developed games to the market, capitalizing on growing transatlantic interest in 8-bit software. The label emphasized titles optimized for platforms like the Commodore 64 and IBM PC, with early examples such as Bump Set Spike! (released May 1986), Video Poker, and Ninja (June 1986). This move diversified Mastertronic's catalog by importing content from U.S. programmers, though the label produced only a limited number of releases before tapering off. Later that year, in autumn 1986, Mastertronic acquired the struggling wholesaler Distribution and repurposed its name as the Software label for select game publications. This imprint handled around a dozen titles, often at the standard £1.99 price point, including in January 1987, and served to integrate acquired distribution assets into Mastertronic's publishing operations. Unlike M.A.D., emphasized straightforward budget releases rather than premium features, contributing to the company's broadening portfolio across , Commodore 64, and platforms. By 1987, Mastertronic had solidified its position as the UK's leading software publisher, with millions of units sold and a diversified catalog spanning multiple formats.

International and US Market Entry

In 1986, Mastertronic expanded into the North American market by establishing Mastertronic Inc., led by co-founder Martin Alper, with offices in primarily focused on distributing Commodore 64 titles and later extending to 16-bit platforms. This move allowed the company to source and import U.S.-developed games for its European lineup under the "Entertainment A" label, building on the success of its publishing model. To penetrate continental Europe, Mastertronic formed partnerships with local distributors, creating subsidiaries such as Mastertronic SA in and Mastertronic in , where it held a 51% stake while local partners owned the remainder. These collaborations facilitated localization efforts, including adaptations of games for regional hardware like the computer, which gained popularity in markets outside the following its 1985 introduction. By securing exclusive distribution agreements across major European countries, Mastertronic broadened its sales network beyond the , targeting diverse ecosystems. The international push encountered hurdles, including the rapid proliferation of new hardware formats like the and ST, which disrupted software compatibility and increased development costs for ports and localizations. In the U.S., competition intensified from established publishers, though Mastertronic's budget-focused strategy helped differentiate its offerings amid a crowded market. A pivotal deal came in early 1987 when Mastertronic secured distribution rights for Sega's console, a one-year agreement initiated by co-founder Frank Herman after identifying Sega's lack of a local partner. This arrangement extended to France and later that year, significantly enhancing Mastertronic's international profile and paving the way for Sega Europe's formation. The success of these hardware distributions underscored Mastertronic's growing credibility as a cross-border player in the gaming industry.

Ventures into New Media

Video and Music Productions

In 1987, Mastertronic diversified beyond computer games by launching MasterVision, a budget VHS video label aimed at the home entertainment market. The range featured approximately 60 cassettes priced at £4.99 each, encompassing re-releases across genres such as , action movies, children's films, musicals, concerts, and horror titles. Concurrently, Mastertronic introduced the MasterSound label as a short-lived venture, releasing themed compilation albums on vinyl and cassette through its existing distribution channels. These albums, numbering nine confirmed titles, included re-recorded versions of popular songs to minimize licensing expenses, often performed by original artists or band members, with themes like Heat of the 50s and Heat of Soul. Both MasterVision and MasterSound represented experimental expansions under the direction of Director of Marketing Geoff Heath, who had a background in the industry, but they achieved limited commercial success owing to high production costs and their niche appeal within a competitive media landscape. This contributed to financial pressures on Mastertronic by , as the ventures failed to replicate the profitability of its core budget gaming operations.

Arcade Development (Arcadia Systems)

In 1987, Mastertronic established Arcadia Systems as a subsidiary to enter the arcade manufacturing sector, focusing on developing and distributing coin-operated cabinets powered by Commodore Amiga hardware. This approach aimed to leverage existing Amiga technology for cost efficiency, allowing games to be adapted across arcade and home systems with minimal additional development. The subsidiary, based in Costa Mesa, California, targeted the US market to capitalize on the recovering coin-op industry, which had seen renewed interest following the 1983 crash. One notable title produced was Sidewinder, a vertically scrolling shooter released in 1988 that featured horizontal scrolling elements and battles against enemy forces over diverse landscapes. Mastertronic invested significantly in hardware production, committing to large purchases of chips from Commodore and setting up manufacturing for thousands of cabinets to support distribution. The strategy sought to exploit trends in arcade gaming by offering multi-game cabinets, but it required substantial upfront capital for prototyping, assembly, and market entry amid a competitive landscape dominated by established players like . Despite these efforts, the venture faced severe technical hurdles, as -based systems struggled to deliver the high-performance graphics, sound, and responsiveness demanded by arcade audiences, who preferred dedicated hardware over adapted tech. The arcade market's ongoing volatility, lingering effects from the post-1983 downturn, and intense competition further compounded challenges, with Arcadia's titles like Sidewinder receiving mixed reception for lacking the polish of rivals. By 1988, the project collapsed after producing only a handful of games, resulting in heavy financial losses from unsold inventory and unrecouped production costs. This failure exacerbated Mastertronic's crisis, nearly bankrupting the company and prompting a shift in focus away from hardware diversification, as noted by former financial controller Anthony Guter, who highlighted the directors' underestimation of arcade-specific demands.

Corporate Evolution

Merger with Virgin Group

In 1987, Mastertronic faced significant financial pressures due to overexpansion, including the acquisition of Melbourne House and substantial investments in its Arcadia arcade systems venture, which nearly led to a cash crisis. To stabilize the company, Virgin Games acquired a 45% stake that year, valuing Mastertronic at approximately £10 million and providing essential financial support. This initial investment was driven by Virgin's interest in Mastertronic's lucrative distribution deal for Sega hardware and software in Europe. The full merger was completed in the summer of 1988, when Virgin acquired the remaining 55% stake from founders Martin Alper, Frank Herman, and Alan Sharam, integrating Mastertronic into the as Virgin Mastertronic Ltd. Under the terms, Alper assumed the role of president, while other founders retained executive positions tied to performance targets to ensure continuity. Virgin provided additional funding and resources, enabling the combined entity to leverage Mastertronic's budget publishing expertise alongside Virgin's full-price portfolio. Following the merger, Mastertronic's extensive budget game catalog was incorporated into Virgin's operations, with select labels like MAD (Mastertronic Added Dimension) continuing under the Virgin Mastertronic branding to maintain market presence in affordable titles. The integration involved merging financial systems and relocating staff from Mastertronic's Paul Street offices to Virgin's facilities in by September 1988, streamlining distribution but marking a gradual shift away from Mastertronic's independent budget-focused identity. This arrangement stabilized operations amid declining budget sales—from 50,000 units per title in 1986 to around 5,000 by 1990—and positioned the new entity for broader international growth, particularly in products.

Sega Acquisition and Dissolution

In 1991, acquired the distribution arm of Virgin Mastertronic, which it used to form and consolidate its European hardware and software operations, including the and Mega Drive consoles that had been handled by Virgin Mastertronic since the late . The publishing and development arm, including original Mastertronic assets and subsidiary Melbourne House, was retained by Virgin and renamed (VIE). This positioned VIE as a key third-party publisher for platforms while leveraging Mastertronic's expertise in budget software to support 's push into the European market. Mastertronic's infrastructure played a pivotal role in Sega's European hardware expansion, facilitating distribution of the and Mega Drive until 1994, when Sega fully established its own direct operations through Sega Europe. This period marked a transitional phase that contributed to increased console adoption in regions like the , , and amid competition from . However, as VIE shifted priorities toward higher-profile, full-price titles and development for Sega's 16-bit systems, the budget publishing model that defined Mastertronic began to wane, with low-cost labels like MAD and Rack-It gradually discontinued. By the mid-1990s, the Mastertronic name had been fully phased out within VIE, as the company refocused on AAA productions and multimedia ventures, effectively dissolving the original budget-oriented entity. This evolution provided a lucrative exit for Mastertronic's founders, who had already integrated into the Virgin structure, but it also signaled the end of the company's dominance in the affordable gaming segment, transitioning its legacy into Sega's broader ecosystem.

Key Products and Contributions

Publishing Labels

The core Mastertronic label specialized in budget-priced computer games retailed at £1.99, targeting mass-market accessibility across platforms like the Commodore 64, , and , with over 200 titles released from 1984 to 1988. This label emphasized volume distribution and low-cost production to democratize gaming, originating from a model focused on affordable software for home computers. The M.A.D. (Mastertronic Added Dimension) imprint operated as a mid-price range at £2.99, concentrating on higher-quality action and adventure games to appeal to consumers seeking enhanced production values without full-price costs, active from 1985 to 1988. Entertainment USA and served as specialized sub-labels for themed content, with Entertainment USA handling imports from American developers to bring U.S.-origin titles to European markets, and focusing on British-produced games, both operating from 1986 to 1988. Following the 1988 merger with Virgin Games, the Virgin Mastertronic entity introduced a approach that combined budget and full-price lines, utilizing Mastertronic's economical packaging for select releases alongside Virgin's premium branding, continuing until 1991.

Notable Titles and Innovations

Mastertronic's portfolio featured several standout titles that defined its budget gaming era, beginning with Kikstart in 1984, an off-road stunt bike simulator developed by Mr. Chip Software. The game challenged players to navigate obstacle courses on motorcycles, supporting multiplayer modes and becoming a commercial success with over 286,000 copies sold across platforms like the and Commodore 64. Its sequel, Kikstart 2, further expanded the series with enhanced tracks and physics, achieving similar acclaim and sales exceeding 130,000 units on the alone. Another key release was Finders Keepers in 1985, a introducing the Magic Knight character in a quest to collect treasures while avoiding monsters in a dungeon-like environment. Developed by David Jones, it innovated within budget constraints by blending puzzle-solving with action, selling more than 330,000 copies and spawning a series that highlighted Mastertronic's ability to deliver engaging narratives on limited hardware. The title's success underscored the appeal of accessible, story-driven in affordable formats. Mastertronic also handled ports of established hits, such as International Soccer, a 1983 sports simulation originally for the Commodore 64, which the company re-released for the Atari ST to broaden its reach in the European market. This adaptation maintained the original's top-down, arcade-style matches while optimizing controls for the platform, contributing to its status as an enduring sports title with widespread playability. In terms of innovations, Mastertronic emphasized advanced chiptune soundtracks to elevate budget games' immersion, often collaborating with composers like Rob Hubbard, whose SID chip compositions for titles such as One Man and His Droid (1985) used the Commodore 64's hardware to create dynamic, looping music that responded to gameplay, enhancing emotional engagement without additional costs. Mastertronic excelled in platform adaptations through multi-format releases, tailoring games like Kikstart and Finders Keepers for the ZX Spectrum's 48KB RAM and monochrome display limitations—using attribute clash workarounds for color—while leveraging the Commodore 64's SID chip and sprites for smoother animations and sound. This approach ensured consistent quality across hardware, with ports often completed in weeks to maintain low prices, as seen in the company's rapid expansions to Amstrad CPC and MSX systems. Titles such as the ports of series exemplified sales impacts, where Mastertronic's budget re-releases of System 3's isometric action-adventures made premium content accessible, boosting overall market growth by introducing high-production-value games to casual players and contributing to the proliferation of affordable conversions in the mid-1980s. These efforts helped drive Mastertronic's annual sales into the millions, solidifying the viability of the budget sector.
TitleRelease YearPlatformsEstimated Sales (Copies)
Kikstart1984ZX Spectrum, C64286,000+
Finders Keepers1985, C64330,000+
Kikstart 21986, C64130,000+ (ZX only)

Personnel and Leadership

Founders and Executives

Mastertronic was co-founded in 1983 by four experienced businessmen: Martin Alper, Frank Herman, Terry , and Alan Sharam, who brought complementary skills from the video distribution and sectors to establish the company as a software publisher. Alper and , who co-owned the video wholesaler Video Tapes International, provided initial funding and operational infrastructure, while Sharam handled and property arrangements as a surveyor at Hirschfields. Herman, leveraging his expertise in video distribution, drove the marketing strategy focused on affordable £1.99 games to penetrate the market. Martin Alper served as a key executive, committing full-time to Mastertronic and leading its expansion into the in 1986 by establishing Mastertronic Inc., which facilitated international growth before the company's merger with . His marketing acumen was instrumental in adapting the budget model overseas, and he later transitioned to executive roles at Virgin Interactive following the acquisition. Alper passed away in 2015. Frank Herman acted as the primary visionary behind Mastertronic's budget publishing approach, managing day-to-day UK operations and emphasizing aggressive marketing to build retail partnerships. He continued in leadership roles post-merger, eventually chairing the revived Mastertronic Group in the 2000s. Herman died on March 30, 2009. Terry Medway focused on finance and logistics, utilizing his Video Tapes International background to secure funding and streamline supply chains for Mastertronic's rapid production and distribution needs. As a director, he emphasized fair pricing margins to support the company's low-cost model. Alan Sharam contributed to operations by overseeing warehousing, packaging, and production control, increasingly specializing in logistics as the company scaled. Richard Bielby, a former Nottinghamshire cricketer, headed distribution efforts, building an extensive network that serviced small independent retailers and enabled Mastertronic to reach underserved markets efficiently. His role was crucial in the , organizing teams and bulk to sub-distributors, often with support from his wife Alison.

Key Creative and Technical Staff

Rob Hubbard emerged as one of the most influential freelance composers for Mastertronic, renowned for his innovative use of the Commodore 64's SID (Sound Interface Device) chip to create rich, melodic soundtracks that elevated budget games. His work on titles such as One Man and His Droid (1985), Spellbound (1985), and Master of Magic (1985) demonstrated pioneering techniques in chiptune composition, including multi-channel polyphony and sampled effects, which pushed the SID's three-voice capabilities to their limits and influenced subsequent 8-bit music design. Hubbard's freelance approach allowed him to contribute to over a dozen Mastertronic releases between 1985 and 1987, blending orchestral-inspired themes with electronic experimentation to make low-cost games memorable. Mastertronic relied heavily on freelance developers and external software houses for its budget titles, avoiding in-house programming to keep costs low while sourcing talent from independent creators. Teams such as Mr. Chip Software and Binary Design handled original developments and ports, including adaptations of popular arcade-style games like Kikstart and Chiller, which required optimizing code for limited 8-bit hardware. Freelance authors, including Stephen Curtis and Clive Wilson, produced compact yet engaging titles under the MAD (Mastertronic Added Dimension) label, focusing on fast-loading mechanics and simple controls suitable for mass-market appeal. These collaborations enabled Mastertronic to release over 200 budget games annually by the mid-1980s, emphasizing quick iterations over complex narratives. To maintain quality across platforms, Mastertronic employed in-house testers and technical adapters who specialized in verifying compatibility and performance on 8-bit systems like the Commodore 64, , and . These staff members rigorously evaluated submissions from freelancers, issues such as color clashes in conversions and ensuring consistent gameplay speeds, which was crucial for the era's diverse hardware. Their role in cross-platform adaptations, such as porting titles to C64, involved rewriting assembly code to account for differing graphics and sound architectures, preventing common pitfalls like slowdowns or input lag. This work supported Mastertronic's reputation for reliable software, with testers often providing feedback that refined final releases. Under the MasterSound imprint launched in , Mastertronic's creative team curated compilation albums featuring re-recorded tracks from various genres, drawing on freelance musicians and in-house producers to assemble thematic collections like and rock anthologies. Geoff Heath, a key project lead, oversaw the selection and remastering process, collaborating with external artists to recreate original hits at budget prices, which extended the company's reach beyond games. These efforts highlighted technical staff's versatility in audio production, using techniques to deliver accessible vinyl and cassette formats that appealed to a broader .

Industry Impact and Legacy

Influence on Budget Gaming

Mastertronic played a pivotal role in democratizing video gaming during the by offering low-cost software that broadened access beyond dedicated enthusiasts to casual consumers and families. Founded in 1983 with minimal capital, the company priced its titles at £1.99 or £2.99, enabling sales of nearly 19 million units across various 8-bit platforms by the late . This affordability shifted the market from a niche of around 100,000 active users to millions, as budget games appealed to impulse buyers in high-street stores like Woolworth's and Toys 'R' Us, where Mastertronic became an exclusive wholesaler. The company's marketing innovations further amplified this accessibility, emphasizing impulse-buy strategies through compact, eye-catching packaging and distinctive inlay artwork designed for shelf appeal. Mastertronic also invested in retailer education, training staff on software demonstrations and stock management to boost point-of-sale conversions, which helped integrate games into mainstream retail environments previously dominated by toys and books. These approaches not only drove rapid sales but also standardized low-cost distribution models across the industry. Mastertronic's reliance on a freelance development model—commissioning independent programmers for quick, cost-effective titles—influenced major publishers like and to adopt similar low-overhead strategies, prioritizing volume over high-budget productions. This freelance ecosystem lowered for creators while enabling prolific output, with Mastertronic releasing hundreds of titles annually. By sustaining demand through affordable content, the company extended the commercial lifespan of aging platforms, particularly the Commodore 64, where it sold over 6 million units and kept the system viable into the early 1990s amid competition from 16-bit consoles.

Post-1991 Developments and Name Reuse

Following the 1987 merger with Virgin Games that formed Virgin Mastertronic, the original Mastertronic ceased to operate as an independent entity by , when its name was briefly retained before the publishing operations were integrated into Virgin Interactive (rebranded in 1994) and console distribution assets were acquired by to establish Sega Europe. Virgin Interactive absorbed these assets, which persisted through subsequent corporate shifts, including the divestiture of U.S. operations to in 1998 and a of the European division in 2002 that led to its independence before further restructuring into Interactive in 2003. The Mastertronic name was revived in 2003 with the creation of Mastertronic Group Limited (incorporated 29 April 2003), formed through the merger of The Producers—a production and manufacturing firm—and Sold Out Sales & Marketing, a budget software publisher. Frank Herman, a co-founder of the original Mastertronic and former Europe chairman, served as the new group's chairman from its inception until his death in 2009. Unlike the original company's emphasis on low-cost console and titles, the revived entity shifted toward PC software distribution, specializing in value-priced re-releases and digital publishing via the Sold Out label, which by 2009 had contributed to over 500 titles released across Presents, MAD, and other imprints. Mastertronic Group expanded into niche markets, acquiring aviation simulation developer Just Flight in 2007 to bolster its portfolio in flight sim add-ons for platforms like Microsoft Flight Simulator. It also launched Blast! Entertainment in 2005 as a joint venture with Dutch firm Disky Communications, targeting children's games based on licensed properties from films, TV, and toys, such as titles featuring characters like Johnny Bravo and Mr. Bean. These operations emphasized digital distribution and family-oriented content, diverging from the arcade-style budget games of the 1980s. Facing mounting debts, entered administration on November 30, 2015, after 11 years of operation, with efforts to restructure via a Company Voluntary Arrangement failing to prevent closure. The company was formally dissolved on November 14, 2017, per Companies House records. Although the group ended, Just Flight persisted as an independent entity under managing director Andy Payne, continuing to publish and develop flight simulation products into 2025, including updates for 2024. This modern iteration maintains no direct ties to the original Mastertronic's budget gaming legacy. In the , the Mastertronic was acquired by retro gaming enthusiast Neil of the Retro Collective, who maintains a collectors' archive and, as of 2025, plans future budget releases in collaboration with publishers like Psytronik Software.

References

  1. https://www.computinghistory.org.uk/det/63933/Mastertronic/
  2. https://mastertronic.co.uk/a-history-of-mastertronic/
  3. https://www.mobygames.com/company/9467/mastertronic-inc/
  4. https://homeoftheunderdogs.net/company.php?name=Mastertronic
  5. https://www.mobygames.com/company/17501/mastertronic-group-ltd/
  6. https://www.mobygames.com/company/162/mastertronic-ltd/
  7. https://cpcrulez.fr/games-company-mastertronic_history.htm
  8. https://mastertronic.co.uk/mastertronic-collectors-archive-they-sold-millions/
  9. https://mastertronic.co.uk/mastertronic-style-part-3-new-labels-mad-bulldog-entertainment-usa/
  10. https://www.mobygames.com/company/22384/entertainment-usa/
  11. https://www.lemon64.com/page/anthony-guter-interview
  12. https://mastertronic.co.uk/mastertronic-website-a-brief-history/
  13. https://www.c64.com/articles/mastertronic_history.html
  14. https://mastertronic.co.uk/the-quest-for-mastervision/
  15. https://mastertronic.co.uk/mastervision-vhs-checklist/
  16. https://mastertronic.co.uk/mastersound-checklist/
  17. http://www.c64.com/articles/mastertronic_history_guter.html
  18. https://www.mobygames.com/company/1321/arcadia-systems-inc/
  19. https://bigbookofamigahardware.com/bboah/product.aspx?id=2005
  20. https://www.mobygames.com/game/15406/sidewinder/
  21. https://mastertronic.co.uk/press-coverage-arcadia-arcade-cabinet-unveiled-ace-october-1987/
  22. https://www.gamesthatwerent.com/2021/02/the-living-daylights/
  23. https://mastertronic.co.uk/a-history-of-mastertronic/6/
  24. https://www.mastertronic.co.uk/press-coverage-virgin-buys-stake-in-mastertronic-the-games-machine-december-1987/
  25. https://segaretro.org/Virgin_Interactive_Entertainment
  26. https://segaretro.org/Mastertronic
  27. https://segaretro.org/History_of_the_Sega_Master_System
  28. https://mastertronic.co.uk/mastertronic-style-part-2-the-early-years-1984-6/
  29. https://mastertronic.co.uk/mastertronic-style-part-8-virgin-mastertronic/
  30. https://www.mobygames.com/game/13201/kikstart-off-road-simulator/
  31. https://www.mobygames.com/game/19116/finders-keepers/
  32. https://www.everygamegoing.com/litem/International-Soccer/57522/
  33. https://blog.alandotchin.com/rob-hubbard-the-maestro-of-8-bit-music/
  34. https://gb.readly.com/magazines/retro-gamer-uk/2019-04-18/5cb20f9511cba3b7e740bb43
  35. https://www.youtube.com/watch?v=G3efADeNmtM
  36. https://www.mevagissey.net/magic/master.htm
  37. https://csdb.dk/scener/?id=8131
  38. https://www.crashonline.org.uk/64/mtronic.htm
  39. https://www.ign.com/articles/2003/08/08/mastertronic-returns
  40. https://www.gamesindustry.biz/one-out-sold-out
  41. https://find-and-update.company-information.service.gov.uk/company/04747194
  42. https://mcvuk.com/development-news/25-years-of-mastertronic-timeline/
  43. https://www.gamesindustry.biz/mastertronic-milestone-over-500-games-now-released-across-the-sold-out-mad-and-pc-gamer-presents-labels
  44. https://www.gamesindustry.biz/mastertronic-gamecock-deal-the-producers-to-handle-us-publisher-s-pal-distribution
  45. https://retrodetect.com/Research/details/204/Blast-Entertainment-Company-Profile
  46. https://delistedgames.com/companies/mastertronic-group/
  47. https://www.justflight.com/about-us
Add your contribution
Related Hubs
User Avatar
No comments yet.