The is an 8-bit fourth generation handheld game console released by Sega on October 6, 1990, in Japan, in April 1991 throughout North America and Europe, and during 1992 in Australia. The Game Gear primarily competed with Nintendo's Game Boy, the Atari Lynx, and NEC's TurboExpress. It shares much of its hardware with the Master System, and can play Master System games by the use of an adapter. Sega positioned the Game Gear, which had a full-color backlit screen with a landscape format, as a technologically superior handheld to the Game Boy. Though the Game Gear was rushed to market, its unique game library and price point gave it an edge over the Atari Lynx and TurboExpress. However, due to its short battery life, lack of original games, and weak support from Sega, the Game Gear was unable to surpass the Game Boy, selling 10.62 million units by March 1996. The Game Gear was discontinued in 1997. It was re-released as a budget system by Majesco Entertainment in 2000, under license from Sega. Reception of the Game Gear was mixed, with praise for its full-color backlit screen and processing power for its time, criticisms over its large size and short battery life, and questions over the quality of its game library. History Developed under the name "Project Mercury", the Game Gear was first released in Japan on October 6, 1990, in North America and Europe in 1991, and in Australia in 1992. Originally retailing at JP¥19,800 in Japan, US$149.99 in North America, and GB£99.99 in Europe, the Game Gear was developed to compete with the Game Boy, which Nintendo had released in 1989. The decision to make a handheld console was made by Sega's CEO Hayao Nakayama and the name was chosen by newly appointed Sega of America CEO Michael Katz. Both Sega's chairman Isao Okawa and cofounder David Rosen approved of the name. The console had been designed as a portable version of the Master System, and featured more powerful systems than the Game Boy, including a full-color screen, in contrast to the monochromatic screen of its rival. According to former Sega console hardware research and development head Hideki Sato, Sega saw the Game Boy's black and white screen as "a challenge to make our own color handheld system." To improve upon the design of their competition, Sega modeled the Game Gear with a similar shape to a Genesis