Nintendo started as a toy company when they got into this business, and kind of stumbled by fits and starts into making "computerized toys" and then just "computers", as an accidental side effect of the Great Video Game Crash of 1983 "opening up the space"
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To some extent, yes, though I think the degree to which Nintendo separated themselves from previous consoles is somewhat overstated. It was a significant part of their initial push (particularly the decision to package R.O.B. with it), but it fell by the wayside quickly.
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Within months of the nationwide launch, the idea that the NES was being pitched substantially differently than the Atari 2600 had been is hard to maintain. In particular, the "seal of quality" was nowhere near the big deal retrospectives make it out to be, in terms of marketing.
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Too, having a bit of a positive reputation w/ games like Donkey Kong, Mario Bros. & Punch-Out!! helped w/ the New York City and Los Angeles test launches. It made the NES seem like a safer bet to the arcade rats of the time.
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