exceeded Nintendo's expectations, leading to the Famicom being sold out, so Nintendo raised projections and increased production for the following year. Nintendo had planned to be the exclusive provider of Famicom games during its launch year. Major arcade developer Namco approached Nintendo about Famicom development, as they had no means of cartridge production. They contracted a 30% fee to Nintendo per game sold, consisting of 10% as a licensing fee for the console, and 20% as the production cost of new cartridges. By 1984, third party Famicom games were published. This 30% fee became a de facto standard in console and storefront licensing for video game publishing through the 2010s. Going international (1984–1987) Marketing negotiations with Atari (1983) Bolstered by its success in Japan, Nintendo soon turned its attention to foreign markets. As a new console manufacturer, Nintendo had to convince a skeptical public to embrace its system. To this end, Nintendo entered into negotiations with Atari to release the Famicom outside Japan as the Nintendo Enhanced Video System, with plans to release the system by the end of 1983. Though the two companies reached a tentative agreement, with final contract papers to be signed at the 1983 Summer Consumer Electronics Show (CES), Atari refused to sign at the last minute, after seeing Coleco, one of its main competitors in the market at that time, demonstrating a prototype of Donkey Kong for its forthcoming Coleco Adam home computer system. Coleco had licensed Donkey Kong for the ColecoVision home console, but Atari had the exclusive computer license for the game. Although the game had been originally produced for the ColecoVision and could thus automatically be played on the backward compatible Adam computer, Atari took the demonstration as a sign that Nintendo was also dealing with Coleco. Though the issue was cleared up within a month, by then Atari's financial problems stemming from the North American video game crash of 1983 coupled with the departure of Atari CEO Ray Kassar left the company unable to follow through with the deal in time to make the target launch. North America Nintendo VS. System (1984–1986) The Famicom hardware first made its North American debut in the arcades, in the form of the Nintendo VS. System in 1984; the system's success in arcades paved the way for the official release of the NES console. After the video game crash of 1983, many American retailers considered