Europe and Australia were the last regions to receive the Game Gear. Due to the delays in receiving the new handheld, some importers paid as much as £200 in order to have the new system. Upon the Game Gear’s release in Europe, video game distributor Virgin Mastertronic unveiled the price of the Game Gear as £99.99, positioning it as being more expensive than the Game Boy, but less expensive than the Atari Lynx, which was also a full-color system. Marketing in the United Kingdom included the use of the slogan, “To be this good takes Sega”, and also included advertisements with a biker with a Game Gear. In the United Kingdom, the Game Gear had a 16% share of the handheld market in January 1992, increasing to a 40% market share by December 1992.

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Originally posted on September 27, 2021 @ 6:39 pm