Martin Alper, who had the most marketing flair, went to the United States in 1986 to set up Mastertronic Inc. The UK company was managed by Frank Herman, whilst Alan Sharam increasingly specialised in sales and logistics (warehousing, packaging, controlling production schedules). As the business continued to grow Mastertronic created another label in 1986 , Entertainment USA, when it began working closely with several American writers including Sculptured Software and Randall Masteller. They wanted an outlet to sell games to the UK market, and so Mastertronic moved in, often using Rob Hubbard or David Whittaker to re-do the music. In 1987 Mastertronic decided to expand their distribution of software and began exporting titles back across the Atlantic, so the label Bulldog was created primarily to distribute the 'Best of British' games in the US (The name Bulldog actually came from a small wholesaler called Bulldog Distribution who got into financial difficulties and was taken over the previous year). Several other labels were invented for other publishers who wanted them to re-issue their old full price product at budget prices, such as Rack-it for Hewson and Americana for U.S. Gold. However, by this time the market for budget games had begun to decline sharply. A typical game might sell 50,000 units in 1986, but only 15,000 in 1988 and 5,000 in 1990. This was the impact of more competitors in the budget market, with many companies dumping their previously full-price product at the cheaper price point. Their re-release label Ricochet was created in 1987 with their most successful release being Activision's Ghostbusters with nearly half a million copies sold. A buyout of Melbourne House when that label was struggling with financial problems enabled them to add games such as The Way of the Exploding Fist to their re-release catalogue. Video and Music In March 1987 Mastertronic launched the short-lived Master Vision and Master Sound labels, with an aim of releasing low priced video and music cassettes. During the brief life-span of the company, the only notable releases were the films Creepshow and The Exterminator. Arcadia Systems In 1987, Mastertronic started a venture to develop arcade games under the name Arcadia. The intent was that the hardware would be based around the chipset from Commodore's Amiga computers, and that the same game could run on both Arcadia hardware and home systems, reducing development cost. However, Arcadia was a failure; according to Mastertronic's