GAMEBOY
The Game Boy is a handheld game console developed and marketed by Nintendo. It was released in Japan on April 21, 1989, in North America on July 31, 1989, and in Europe on September 28, 1990. Nintendo's first handheld to use ROM cartridges, it succeeded the Game & Watch line of handheld electronic games and competed with Sega's Game Gear, Atari's Lynx, and NEC's TurboExpress in the fourth generation of video game consoles.
Nintendo Research & Development 1, under Gunpei Yokoi and Satoru Okada, designed the Game Boy. To expand on the single-game Game & Watch, Nintendo adopted a dot-matrix display and interchangeable game cartridges. They prioritized affordability, battery life, and durability over the faster processors and color graphics of its competitors; following Yokoi's philosophy of using mature, low-cost technology, the Game Boy has a monochromatic display and an 8-bit processor. It retains the Game & Watch D-pad and the Game Link Cable, developed by Okada, enables multiplayer connectivity and data transfer.
In North America and Europe, the Game Boy was backed by a large marketing campaign and bundled with Tetris, which increased its appeal beyond traditional video game audiences. Although its monochromatic display and technical limitations drew criticism, the Game Boy's low price, long battery life, and extensive game library drove strong sales worldwide. The success of Nintendo's Pokémon series helped maintain its popularity late into the 1990s. Nintendo released multiple redesigns, including the smaller Game Boy Pocket (1996) and the Japan-exclusive, backlit Game Boy Light (1998).
Nintendo continued to support the Game Boy following the 1998 release of the Game Boy Color (GBC). The Game Boy is forward compatible with many GBC games, while the GBC and its 2001 successor, the Game Boy Advance, are backward compatible with Game Boy games. The Game Boy and GBC sold an estimated 118.69 million combined. They were the bestselling console at the time of their discontinuation in 2003, and remain the fourth-bestselling console as of 2025. Journalists credit the Game Boy with establishing handheld gaming as a mass-market category and for introducing video games to a generation of players.
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