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The practice of bundling the system along with select games helped to make Super Mario Bros. In 1988, Gunpei Yokoi and his team at Nintendo R&D1 conceived the new Game Boy handheld system, with the purpose of merging the two very successful ideas of the Game & Watch's portability along with the NES's cartridge interchangeability.
Nintendo released the Game Boy in Japan on 21 April 1989, and in North America on 31 July 1989.
Nintendo of America president Minoru Arakawa managed a deal to bundle the popular third party game Tetris along with the Game Boy, and the pair launched as an instant success.
In 1989, Nintendo announced plans to release the successor to the Famicom, the Super Famicom.
He worked for Yokoi, and one of his first tasks was to design the casing for several of the Color TV-Game consoles.
In 1973, its focus shifted to family entertainment venues with the Laser Clay Shooting System, using the same light gun technology used in Nintendo's Kousenjuu series of toys, and set up in abandoned bowling alleys.
The first Game & Watch game released, titled Ball, was distributed worldwide.
The modern "cross" D-pad design was developed in 1982, by Yokoi for a Donkey Kong version.
The Super Famicom was finally released relatively late to the market in Japan on 21 November 1990, and released as the Super Nintendo Entertainment System (officially abbreviated the Super NES or SNES and commonly shortened to Super Nintendo) in North America on 23 August 1991 and in Europe in 1992.
Its main rival was the 16-bit Mega Drive, known in North America as Genesis, which had been advertised aggressively against the nascent 8-bit NES.
The success of the game and many licensing opportunities (such as ports on the Atari 2600, Intellivision and Coleco Vision) gave Nintendo a huge boost in profit and in addition, the game also introduced an early iteration of Mario, then known in Japan as Jumpman, the eventual company mascot.