Game Boy
A handheld console with a black and white screen and swappable cartridges that Nintendo sold with Tetris from 1989.
Nintendo released the Game Boy in Japan on April 21, 1989, in North America on July 31, 1989, and in Europe on September 28, 1990. Gunpei Yokoi and Satoru Okada led the design team. It cost US$89.95 in North America.
Yokoi's rule was to use mature, low-cost technology. The Game Boy had a monochrome screen and an 8-bit processor, which kept the price and battery use low. Each box held headphones and four AA batteries.
Why it matters
Henk Rogers convinced Nintendo of America to pack in Tetris, because it would appeal to everyone and not only young boys. Tetris came with the Game Boy in every region except Japan, and the low price, long battery life and large game library drove strong sales worldwide.
Key facts
- Released April 21, 1989, in Japan and July 31, 1989, in North America.
- North American price of US$89.95.
- Designed by Gunpei Yokoi and Satoru Okada.
- Bundled with Tetris everywhere except Japan.
- Nintendo backed the launch with a US$20 million marketing campaign.
Sources
- Wikipedia, "Game Boy", en.wikipedia.org/wiki/Game_Boy, accessed October 14, 2026.
- Mimms Museum of Technology and Art, "Exhibits", mimmsmuseum.org/exhibits/, accessed October 14, 2026.