Systems

Sega Master System

The NES challenger

The Sega Master System was technically superior to the NES but couldn't overcome Nintendo's head start and third-party lock-in.

consolessega8-bit 1985–1996

Overview

The Sega Master System had better graphics and sound than the NES. It didn’t matter. Nintendo’s two-year head start, exclusive licensing deals, and Mario’s appeal proved insurmountable in North America and Japan. In Europe and Brazil, the story was different—the Master System thrived where Nintendo stumbled.

Fast facts

  • Manufacturer: Sega.
  • Released: October 1985 (Japan), 1986 (US), 1987 (Europe).
  • CPU: Zilog Z80 at 3.58 MHz.
  • Graphics: Texas Instruments TMS9918 derivative (VDP).
  • Resolution: 256×192 pixels.
  • Colours: 32 on screen from 64.
  • Sound: Texas Instruments SN76489 (3 tone + 1 noise).
  • Sprites: 64 sprites, 8 per scanline.

Technical superiority

The Master System outspecced the NES:

  • More colours: 64-colour palette versus 54.
  • Higher resolution: Cleaner display.
  • Better sprites: Larger, more colourful.
  • FM sound: Optional expansion (built into Japanese Mark III).

Side-by-side, Master System games often looked better.

Nintendo’s fortress

Technical advantages couldn’t overcome:

  • Exclusivity deals: Third parties locked to Nintendo.
  • First-mover advantage: NES established before SMS arrived.
  • Software library: More games, more recognisable franchises.
  • Retail relationships: Nintendo controlled shelf space.

Regional variations

Success varied dramatically by market:

  • Japan: Distant second to Famicom.
  • North America: Failed against NES dominance.
  • Europe: Strong performer, especially in UK.
  • Brazil: Market leader, supported until 1990s.
  • Australia: Competitive presence.

Why Europe was different

The Master System succeeded where NES had weaknesses:

  • Timing: Similar launch windows.
  • Distribution: Sega’s European partners were aggressive.
  • Price: Competitive positioning.
  • Computer market: Home computers delayed console adoption.

Sega’s own software

Without third parties, Sega developed internally:

  • Alex Kidd: Attempted mascot, moderate success.
  • Phantasy Star: RPG showcase.
  • Wonder Boy: Platform series.
  • Shinobi: Ninja action.

Quality varied, but highlights showed the hardware’s potential.

The Master System II

Redesigned for budget market (1990):

  • Smaller, sleeker design.
  • Built-in Alex Kidd in Miracle World.
  • Continued European sales into mid-1990s.
  • Brazil model produced until 2000s.

Legacy

The Master System taught Sega lessons applied to the Mega Drive: technical superiority alone doesn’t win. You need games, marketing, and timing. In markets where they got those right—Europe, Brazil—the Master System succeeded. Where they didn’t, it foundered despite better hardware.

See also