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Mastertronic started out as " budget" label in 1983, founded by  Martin Alper, Frank Herman and Alan Sharam , publishing games on a mass market bases with exclusive wholesale contracts in place with dominant consumer chains Woolworth and Toys R Us. At a later stage of the company, the focus shifted on the business relationship with SEGA, releasing games on the Sega Master System. Mastertronic ceased to exist, when the label was merged with SEGA, the brand however is still active and is in a strange repetition of history back in the " budget" business, selling PC games at low prices (under the Sold Out Label).

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