U.S. Games

U.S. Games Corporation was an American video game company founded by Donald Yu. It began as a producer of handheld electronic sports games, but changed direction in 1981 and concentrated exclusively on video game software. The company subsequently became part of Quaker Oats, a food and consumer-products corporation seeking to expand its relationship with the Fisher-Price toy business and compete in a market where General Mills had gained visibility through its Parker Brothers division. U.S. Games entered the Atari 2600 market during the rapid expansion of home-console software. Its first published game, Space Jockey, appeared in January 1982. The company released a total of 14 known cartridges during 1982 and 1983, including titles such as Sneak 'n Peek, Word Zapper, Commando Raid, Towering Inferno, M.A.D., Gopher, Eggomania, Raft Rider, and Entombed. A number of the early cartridges were marketed under the Vidtec name, making Vidtec an important associated label even though the corporate entity is generally identified as U.S. Games. The company's strategy reflected the period's growing belief that licensed, family-oriented software could provide a durable position in the console market. Quaker Oats hoped U.S. Games could develop a reputation comparable to Parker Brothers, whose Atari 2600 releases included successful adaptations and licensed properties. U.S. Games also pursued recognizable entertainment properties and had acquired a license connected with The Pink Panther, but the company shut down before it could release a game based on that property. Commercially, the catalog did not produce a breakout success. Contemporary company commentary acknowledged that none of the games had become a hit, and Quaker decided not to commit the additional capital needed to continue the operation. The division was closed during the broader video game crash of 1983. U.S. Games is therefore remembered less as a lasting publisher than as an example of a consumer-products company attempting to enter the early home-console software business, and of the unusually short commercial life experienced by many publishers during the market contraction.

U.S. Games Corporation was established in the United States by Donald Yu as a producer of handheld electronic sports games. In 1981, it changed its operating focus and moved entirely into video game software, reflecting the growing commercial opportunity created by home video game consoles. The company targeted the Atari 2600 market, which was then expanding rapidly and attracting publishers from outside the traditional technology sector. Quaker Oats acquired U.S. Games in 1982. The purchase was part of a broader consumer-products strategy rather than the expansion of an established software business. Quaker intended to work with its Fisher-Price toy brand and to challenge General Mills, whose Parker Brothers division had become a prominent publisher of console games. Parker Brothers' strong 1982 performance, including Frogger and The Empire Strikes Back, helped demonstrate the appeal of licensed and family-oriented software to large consumer companies. U.S. Games released Space Jockey for the Atari 2600 in January 1982. It followed that title with 13 additional cartridges released during 1982 and 1983. The known catalog included Sneak 'n Peek, Word Zapper, Commando Raid, Name This Game, Towering Inferno, M.A.D., Gopher, Squeeze Box, Eggomania, Picnic, Piece o' Cake, Raft Rider, and Entombed. Early releases and other products used the Vidtec brand name, which is consequently associated with the company's Atari software catalog. The publisher attempted to build a broad, accessible line rather than focus solely on technically ambitious software. Its stated or implied ambition was to achieve the kind of reputation Parker Brothers had developed through recognizable properties and polished family products. U.S. Games also obtained a Pink Panther license, but its planned use of that property did not reach the market before the division closed. The releases sold poorly and did not generate a major hit. A company spokesman, Ronald Bottrell, summarized the commercial outcome by saying that none of the company's games had become a hit. Quaker Oats chose to stop funding the operation rather than invest substantially more money in a business facing worsening market conditions. The division was closed during the video game crash of 1983, ending U.S. Games' brief publishing history. U.S. Games is historically notable as an early example of a large non-technology corporation entering console software through a specialized subsidiary or acquired operation. Its short catalog also illustrates the risks of the early-1980s market: publishers faced intense competition, uncertain demand, and rapidly changing retail conditions, while even licensed or family-oriented positioning did not guarantee commercial success.

• 1983

  Division closed during the video game crash

  [1]U.S. Gamesen.wikipedia.org

  Quaker Oats shut down U.S. Games after its releases failed to produce a hit and the parent declined further investment.

• 1982

  Acquisition by Quaker Oats

  [1]U.S. Gamesen.wikipedia.org

  Quaker Oats acquired the company in connection with its Fisher-Price strategy and its attempt to compete with General Mills' Parker Brothers division.

• 1982

  Space Jockey launches

  [1]U.S. Gamesen.wikipedia.org

  The company's first Atari 2600 game was released in January.

• 1982

  Expansion of the Atari 2600 catalog

  [1]U.S. Gamesen.wikipedia.org

  U.S. Games released additional cartridges, many associated with the Vidtec label.

• 1981

  Shift to video game software

  [1]U.S. Gamesen.wikipedia.org

  U.S. Games abandoned its original handheld electronic sports focus and concentrated on video game software.

A Quaker Oats-backed Atari 2600 software publisher that sought to build a quality, family-oriented catalog and use recognizable entertainment properties.

• Atari 2600 video game · 1982

  Space Jockey

  U.S. Games' first published video game, released for the Atari 2600 in January 1982. It was marketed among the company's early products associated with the Vidtec label.

• Atari 2600 video game

  Sneak 'n Peek

  An early U.S. Games Atari 2600 cartridge from the company's short-lived 1982–1983 publishing catalog.

• Atari 2600 video game

  Word Zapper

  A word-themed Atari 2600 title released as part of U.S. Games' software line during its brief period of console publishing.

• Atari 2600 video game

  Commando Raid

  An action-oriented Atari 2600 cartridge included in the company's published catalog.

• Atari 2600 video game

  Name This Game

  A U.S. Games Atari 2600 release from the publisher's 1982–1983 product range.

• Atari 2600 video game

  Towering Inferno

  A fire-disaster-themed Atari 2600 game and one of the better-known titles in the U.S. Games catalog.

• Atari 2600 video game

  M.A.D.

  An Atari 2600 cartridge released during U.S. Games' short publishing run.

• Atari 2600 video game

  Gopher

  A U.S. Games Atari 2600 title included among the publisher's 14 known cartridges.

• Atari 2600 video game

  Squeeze Box

  An Atari 2600 game from the U.S. Games and Vidtec-associated catalog.

• Atari 2600 video game

  Eggomania

  A U.S. Games cartridge released before the company was closed during the 1983 market crash.

• Atari 2600 video game

  Picnic

  An Atari 2600 title in U.S. Games' brief software lineup.

• Atari 2600 video game

  Piece o' Cake

  A cartridge published by U.S. Games during its 1982–1983 activity in the Atari 2600 market.

• Atari 2600 video game

  Raft Rider

  An Atari 2600 release from the company's limited catalog of original console software.

• Atari 2600 video game

  Entombed

  One of the final known U.S. Games cartridges, released before the Quaker-owned division was shut down.

• 1983

  Closure of the U.S. Games divisionStrategy

  Background

  The company's titles sold poorly, and the wider video game market entered a severe contraction.

  Action taken

  Quaker Oats stopped investing in the operation and closed the division.

  Aftermath

  U.S. Games ceased publishing before it could use its newly acquired Pink Panther license.

  Source

• 1982

  Quaker Oats acquisitionM&A

  Background

  Quaker Oats sought to work with Fisher-Price and compete with General Mills' Parker Brothers division in the home video game business.

  Action taken

  Quaker Oats acquired U.S. Games and supported its Atari 2600 publishing activity.

  Aftermath

  The company released a short catalog of cartridges but did not establish a commercially successful software line.

  Source

• 1981

  Exclusive focus on video game softwareStrategy

  Background

  The company began as a producer of handheld electronic sports games while the home-console software market was expanding.

  Action taken

  U.S. Games shifted its business entirely toward video game software.

  Aftermath

  The move led to an Atari 2600 publishing operation and made the company a target for Quaker Oats' consumer-products strategy.

  Source

1. 1U.S. Gamesen.wikipedia.org