Mastertronic was originally a publisher and distributor of low-cost computer game software founded in 1983. Their first games were distributed in mid-1984. At its peak the label was the dominant software publisher in the UK, a position achieved by selling cassette-based software at the and £2.99 price-points. As well as being an exclusive wholesaler of computer games to Woolworth's, Toys "R" Us and other leading retailers, Mastertronic sold software in outlets such as newsagents which had not been previously associated with the software market.