![]() ![]() ![]() Virgin retained a small publishing unit, which was renamed Virgin Interactive Entertainment in 1993. acquired Virgin Mastertronic In 1991 and changed its name to Sega Europe Ltd. To gain a foothold in its newly established market, Sega Enterprises, Ltd. The Mastertonic acquisition was Virgin's ‘real’ entry in the gaming business, whereas before they were a small developer mostly for personal computers, they now had Sega's business which enabled them to compete with Nintendo in the growing home console market. Mastertronic had been the distributor of the Master System in the United Kingdom and is credited with introducing Sega to the European market, where they expanded rapidly. It was owned by Virgin Communications, Virgin Group's media subsidiary. in 1988 with Alper as its president which enabled Virgin to expand its business reach overseas. The subsequent merger created Virgin Mastertronic Ltd. Branson stepped in and offered to buy 45 percent of Mastertronic stake, in exchange Mastertronic joined the Virgin Group. Mastertronic had opened its North American headquarters in Irvine, California just a year earlier to build on its success at home, though growth exhausted its resources after expanding in Europe and acquiring Australian publisher Melbourne House. 1987 marked a turning point for Virgin after its acquisition of struggling distributor Mastertronic. ![]()
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