I have chosen to do my Industry case study on the pioneers of portable gaming, the GameGear and GameBoy. I want to investigate how Nintendo and Sega entered into the new world of portable gaming, what problems they encountered, how they developed to get around them, and also how they’re corporate rivalry effected the development of their products.

I then want to focus my research on the development of the GameBoy series, looking at the progression and development of the series, and looking at what kind of success the Gameboy was for Nintendo.

I will look into the cultural, social, economic, technological and ethical issues surrounding the development of the GameBoy and of course its developer Nintendo. And see how the company dealt with tasks like advertising and globalisation of its product, as well as horizontal, vertical and diagonal integration of the company (considering the company was branching into portable gaming). And also how the series was received by its audience in terms of participatory culture and who the audience demographic actually were and if they were who the company actually aimed to sell to.