TheGame Boy[a] is ahandheld game console developed byNintendo, launched in the Japanese home market on April 21, 1989, followed by North America later that year and other territories from 1990 onwards. Following the success of theGame & Watch single-game handhelds, Nintendo developed the Game Boy to be a portableconsole, with interchangeable cartridges. The concept proved highly successful, and theGame Boy line became acultural icon of the 1990s and early 2000s.
The Game Boy was designed by theNintendo Research & Development 1 team, led byGunpei Yokoi andSatoru Okada. The device features adot-matrix display, aD-pad, four game buttons, a single speaker, and usesGame Pak cartridges. Its two-toned gray design included black, blue, and magenta accents, with softly rounded corners and a distinctive curved bottom-right edge. At launch in Japan it was sold as a standalone console, but in North America and Europe it camebundled with the wildly popularTetris which fueled sales.
Despite mixed reviews criticizing its monochrome display compared to full-color competitors like theSega Game Gear,Atari Lynx, andNEC TurboExpress, the Game Boy's affordability, battery life, and extensive game library propelled it to market dominance. An estimated 118.69 million units of the Game Boy and its successor, theGame Boy Color, released in 1998, have been sold worldwide, making them the fourth-best-selling system of all time. The Game Boy received several redesigns during its lifespan, including the smaller Game Boy Pocket, released in 1996, and thebacklit Game Boy Light, released in 1998.
The Game Boy was designed byNintendo Research & Development 1 (R&D1), the team behind theMario Bros. andDonkey Kong arcade games and the successfulGame & Watch series of handhelds, which had helped stabilize Nintendo financially.[7][8][9] By 1983, while Game & Watch remained popular internationally, sales in Japan had begun to decline, pressuring R&D1 to innovate. At the same time, they faced competition fromNintendo Research & Development 2 (R&D2), an in-house rival created by Nintendo presidentHiroshi Yamauchi. That same year, R&D2 had launched theFamily Computer, intensifying the pressure on R&D1. Looking to improveGame & Watch, R&D1 researched new screens from supplierSharp, includingdot-matrix displays that could support multiple games—unlike Game & Watch, which used pre-printedsegmented LCDs, limiting each device toa single game.[10]
On June 10, 1987, division directorGunpei Yokoi informed R&D1 that Yamauchi wanted a successor to Game & Watch priced under¥10,000 (equivalent to ¥11,796 in 2019).[10] From the very first meeting, the team knew they wanted to use a dot-matrix display and codenamed the projectDot Matrix Game (DMG), a name later reflected in the Game Boy's official model number: DMG-01.[11]
Within R&D1, Yokoi championed "lateral thinking with withered technology",[b] a design philosophy which eschewed cutting-edge technology in favor of finding innovative uses ofmature technologies, which tended to be more affordable and reliable.[7] This led to early clashes between Yokoi and his assistant directorSatoru Okada. Yokoi envisioned a simple toy, akin to an advanced Game & Watch, while Okada pushed for a more powerful system with interchangeable cartridges—essentially a portable NES.[8] Some within R&D1 believed Yokoi resisted the idea simply to avoid links to the NES, developed by their rivals at R&D2. Eventually, in a heated meeting, Yokoi relented, approving Okada's vision and giving him full responsibility for the project.[10][8]
Initially, R&D1 considered using aRicoh CPU, similar to the NES, for potential compatibility.[12] However, R&D2—then building theSuper Nintendo Entertainment System (SNES)—blocked this, claiming it would strain Ricoh's resources. R&D1 suspected this was simply an attempt to hinder their project. Ultimately, they opted for a Sharp CPU. A key side effect of this choice was the CPU's built-in communication feature.[8] In the early 1980s, Okada had worked on an earlier Nintendo project calledComputer Mah-jong Yakuman that featuredmultiplayer gaming over a cable connection between two devices. He saw an opportunity to implement a similar feature.[13][14] Despite skepticism from his team that the feature would be too difficult to use, he personally developed theGame Link Cable technology,[12] which later enabledPokémon's "battle" and "trade" game mechanics.[13] The Game Boy also retained a key innovation fromGame & Watch: theD-pad. Yokoi had designed it as a compact alternative tojoysticks, making it ideal for handheld devices. Its use on theNES controller also helped ease the transition for players.
Early in development, R&D1 evaluated dot-matrix displays from Sharp but found them unsuitable due to severe ghosting. Seeking alternatives, they approachedCitizen,Epson,Hosiden,Matsushita, andSeiko. Most declined, but Citizen, already producing LCDs for portable TVs, was eager to collaborate. The team was impressed by Citizen's chip-on-glass technology, which integrated the screen controller into the display, reducing cost and production time. They offered Nintendo a monochrome screen for¥1,300 or a color version for¥3,900. However, following Yokoi's philosophy, the team rejected color due to higher power consumption and cost, opting for a simple grayscale screen without a backlight.[15] This decision proved wise, as competing color handhelds would suffer from poor battery life, giving the Game Boy a significant advantage.[7]
However, Sharp was still an important partner, so Nintendo asked if they could match Citizen on technology and price. Sharp responded with vague answers on their screen technologies and quoted a price of¥2,500 to¥3,000 per screen. In response, Citizen lowered its price to ¥1,000. With Yamauchi's approval, R&D1 finalized a deal with Citizen on September 1, 1987. However, as Citizen's representatives left Nintendo's offices, they saw Sharp's team arriving for a meeting with Yamauchi. Without explanation, Yamauchi canceled the Citizen deal and awarded the contract to Sharp. To soften the blow, R&D1 fabricated a story, telling Citizen they were interested in buying color screens the next year, even drafting fake project documents. Citizen later supplied color screens for Sega'sGame Gear, which had a design closely resembling Nintendo's fake project. Citizen never admitted to sharing the design.[10]
The R&D1 team soon discovered that Sharp was unprepared to make the screens they needed, leading to months of delays. Early prototypes with low-qualitytwisted nematic (TN) screens sparked internal skepticism, with some employees mockingly referring to the project asDameGame (withdame (だめ) meaning "hopeless" in Japanese).[16][17] In the summer of 1988, R&D1 presented a prototype to Yamauchi, who immediately canceled the project, citing the poor visibility of the display. Team members argued that minor screen adjustments or a slightly higher budget could resolve the issue, but Yamauchi refused, leading them to suspect other teams had already convinced him the device would be a commercial failure. Furthermore, with the NES still thriving and the SNES on the horizon, a Game & Watch successor was no longer seen as essential.[10]
Most of R&D1, including Okada, was reassigned. However, Yokoi remained committed to the project. Defying Yamauchi's decision, he continued refining the display. During discussions with a Sharp director involved in Game & Watch, the team learned of asuper-twisted nematic (STN) display secretly in development. While it had a green tint and slightly lower contrast, it dramatically improved the viewing angle. Yokoi devised a plan. In a meeting with a Sharp board member, he pressed them about new technologies, leading them to reveal the STN display. R&D1 secured a prototype and installed it in a Game Boy.[10]
Three months after canceling the project, Yamauchi was shown the STN prototype. Though still unimpressed by the screen, he approved the console for sale, perhaps influenced by delays in SNES development, which was now two years away from launch.[10]
Using the STN display significantly increased production costs. To mitigate expenses, the team reduced the screen's size, though it was too late in development to shrink the console's overall dimensions.[13][18] The target price of ¥10,000 was ultimately not met due to the cost of the display, and the Game Boy would retail for¥12,500 (equivalent to ¥14,327 in 2019).[19] To enhance the perceived value of the product, Yamauchi decided to include headphones and four AA batteries in the box, which cost Nintendo very little but made the Game Boy appear like a better deal.[10]
On January 17, 1989, Nintendo officially announced the Game Boy. It launched in Japan on April 21, selling out its initial production run of 300,000 units within the first two weeks.[20] By August, sales had reached 720,000 consoles and 1.9 million games across just fourlaunch titles.[10] The Game Boy debuted in North America on July 31, 1989,[20] at a retail price ofUS$89.99 (equivalent to $228 in 2024),[21] and backed by aUS$20 million marketing campaign (equivalent to $51 million in 2024) aimed at making it the must-have, hard-to-findholiday toy.[22][23] On its release day, 40,000 units were sold, and within just a few weeks, sales reached one million.[20][24]
Learning from one of the NES launch's shortcomings, Okada pushed to offerthird-party developers a development manual anddevelopment kit, built byIntelligent Systems, to encourage software creation for the Game Boy.[8][13] Meanwhile, R&D1 developedSuper Mario Land as the console's flagship title,[20] but another game captured the attention of Okada and Yokoi—Tetris. While a team within R&D1 wasporting the Soviet-made puzzle game to the NES, they recognized its potential for a handheld platform.[10] Although theGame Boy version ofTetris would not be ready for the console's Japanese debut, it was completed in time for its North American launch in July 1989.Henk Rogers, who had acquired the rights toTetris, convinced Nintendo of America presidentMinoru Arakawa to make it thepack-in game with the Game Boy instead ofSuper Mario Land, arguing that while Mario primarily appealed to young boys,Tetris would appeal to everyone.[23] As a result,Tetris was bundled with the Game Boy in every region except Japan.[7]
The Game Boy uses a customsystem on a chip (SoC), to house most of the components, named theDMG-CPU by Nintendo and theLR35902 by its manufacturer, theSharp Corporation.[25]: 11
Within the DMG-CPU, the main processor is aSharp SM83,[25]: 15 a hybrid of theIntel 8080 andZilog Z80 processors. It combines the seven8-bit registers of the 8080 (omitting the alternateregisters of the Z80) with the programming syntax and additionalbit manipulationinstructions of the Z80. The SM83 also includes new instructions optimized for operations specific to the Game Boy's hardware arrangement.[7][26][27] It operates at aclock rate of 4.194304 MHz.[25]: 12
The DMG-CPU also incorporates the Picture Processing Unit, essentially a basicGPU, that renders visuals using an 8 KB bank ofVideo RAM located on themotherboard.[28]: 11 The display is a 2.5-inch (diagonal) reflectivesuper-twisted nematic (STN) monochromeliquid-crystal display (LCD), measuring 47 millimeters (1.9 in) wide by 43 millimeters (1.7 in) high with a resolution of 160pixels wide by 144 pixels high in a 10:9aspect ratio.[29] The screen displaysfour shades of grey/green.[28]: 16
Additionally, the SoC includes a 256 byte "bootstrap" ROM[30] which is used to start up the device, 127 bytes of High RAM that can be accessed faster (similar to aCPU cache), and theAudio Processing Unit, aprogrammable sound generator with four channels: apulse wave generation channel with frequency and volume variation, a second pulse wave generation channel with only volume variation, a wave channel that can reproduce anywaveform recorded in RAM, and awhite noise channel with volume variation.[28]: 79 [31] The motherboard also contains an 8 KB "workRAM" chip providing storage for general operations.[28]: 16
The Game Boy's physical controls include aD-pad (directional pad), fouraction buttons (labeled 'A', 'B', 'SELECT', 'START'), a sliding power switch with a cartridge lock to prevent accidental removal, along withvolume andcontrast dials on either side of the device.[32]
The original Game Boy was powered internally by fourAA batteries.[33] For extended use, an optional AC adapter or rechargeable battery pack can be connected via acoaxial power connector on the left side.[34] The right side also has aGame Link Cable[c] port for connecting to up to four Game Boy devices for multiplayer games or data transfer.[36] For sound output, the Game Boy includes a single monaural speaker and a3.5 mm headphone jack that offeredstereo sound.[37]
The Game Boy remained a strong seller throughout the 1990s, driven by popular releases likePokémon, which kept demand high. However, its continued success presented a challenge for Nintendo: while the hardware was aging, the company was reluctant to replace it due to its strong sales.
At a press conference in San Francisco on March 14, 1994, Peter Main, Nintendo's vice president of marketing, answered queries about when Nintendo was coming out with a color handheld system by stating that sales of the Game Boy were strong enough that it had decided to hold off on developing a successor handheld for the near future.[38] Instead, Nintendo would introduce several updates over the following years to extend the system's relevance.[7]
The first update to the Game Boy's hardware design came on March 20, 1995, nearly six years after the console was first released, when Nintendo introduced various colored cases as part of the "Play It Loud!" campaign,[39] known in Japan as Game Boy Bros.[d][40] This revision was purely cosmetic, with consoles now available in red, yellow, green, blue, black, white, and clear plastic cases, with screens featuring a darker gray bezel than on the original model.
A major revision to the Game Boy came in 1996 with the introduction of the Game Boy Pocket, a slimmed-down unit that required just two smallerAAA batteries, albeit at the expense of providing just 10 hours of gameplay.[41] The other major change was that the screen was changed to a much-improvedfilm compensated super-twisted nematic (FSTN) LCD with a larger viewable area. The screen's visibility and pixel response-time had been improved, mostly eliminatingghosting.[42] Additionally, the film compensation layer produced a true black-and-white display, rather than the green hues of the original Game Boy.[43] The Pocket also has a smallerGame Link Cable port, which requires an adapter to link with the original Game Boy. This smaller port design would be used on all subsequent Game Boy models.[44] Internally, the Game Boy Pocket had a new SoC, the CPU MGB, which moved the Video RAM from the motherboard to the SoC.[45][46]
The Game Boy Pocket launched in Japan on July 20, 1996, and in North America on September 2, 1996, forUS$69.99 (equivalent to $140 in 2024).[47] The Game Boy Pocket helped to revitalize hardware sales and its release was ultimately well-timed as it coincided with the massively successful launch ofPokémon, which further fueled Game Boy sales.[7] Reviewers praised the device's compact size and improved display,[42][48] though some critics dismissed it as a minor upgrade with theLos Angeles Times remarking that Nintendo was, "repacking the same old black-and-white stuff and selling it as new".[49] The device also faced criticism for its relatively short 10-hour battery life and the absence of a power LED, which had been used in previous models to indicate battery strength.[50][51]
In early 1997, a revision was released featuring the return of the power LED, a broader range of case colors (red, green, yellow, black, gold metal, clear, and blue, in addition to the launch silver), and a price drop toUS$54.95 (equivalent to $108 in 2024).[50] By mid-1998, just before the launch of the Game Boy Color, the price had dropped further toUS$49.95 (equivalent to $96 in 2024).[52]
The Game Boy Light, released exclusively in Japan on April 14, 1998, retained all of the Pocket's improvements, including a more compact design and clearer FSTN LCD screen, while introducing several enhancements of its own. The most notable addition was anelectroluminescent backlight, enabling gameplay in low-light conditions for the first time without external accessories. The backlight emitted a blue-green glow, similar to the illumination used in digital wristwatches at the time. To address the criticism of the Pocket's battery life, the Game Boy Light used two AA batteries with greater capacity, offering approximately 12 hours of gameplay with the backlight on and up to 20 hours with it off. These upgrades resulted in a slightly larger and heavier form factor compared to the Game Boy Pocket, though it remained significantly smaller and lighter than the original Game Boy. The Game Boy Light was available in gold and silver color variants and launched at a retail price of¥6,800 (equivalent to ¥6,892 in 2019).[51][53]
More than 1,000 games were released for the Game Boy, excluding cancelled and unlicensed games.[57] Additionally, more than 300 games developed for the Game Boy Color werebackward compatible with the monochrome Game Boy models.[58][59]
Games are stored on cartridges called theGame Boy Game Pak, usingread-only memory (ROM) chips. Initially, due to the limitations of the 8-bit architecture of the device, ROM size was limited to 32 KB. However, Nintendo overcame this limitation with aMemory Bank Controller (MBC) inside the cartridge. This chip sits between the processor and the ROM chips. The CPU can only access 32 KB at a time, but the MBC can switch between several banks of 32 KB ROM. Using this technology, Nintendo created Game Boy games that used up to 1 megabyte of ROM. Game Paks could also provide additional functionality to the Game Boy system. Some cartridges included up to 128 KB of RAM to increase performance, which could also be battery-backed to save progress when the handheld was off,real-time clock chips could keep track of time even when the device was off andRumble Pak cartridges added vibration feedback to enhance gameplay.[28]: 299 [45][60]
The top-selling franchise for the Game Boy werePokémon Red,Blue, andYellow, the first installments of thePokémon video game series, which sold more than 46 million copies.[61][62] The best-selling single game wasTetris, with more than 35 million copies shipped, it was apack-in game included with the purchase of many original Game Boy devices.[63][64]
Beyond the platform's official titles, as of 2025[update], an active online community continues to create new games for the Game Boy and Game Boy Color through tools like GB Studio, a free and user-friendly game-building engine that simplifies the process compared to manual coding.[65]
One common criticism of the original Game Boy was its lack of abacklight, prompting third-party accessories to make play possible in low-light conditions.
Though it was less technically advanced than theSega Game Gear,Atari Lynx,NEC TurboExpress and other competitors, notably by not supporting color, the Game Boy's lower price along with longer battery life made it a success.[69][70]
The console received mixed reviews from critics. In a 1997 year-end review, a team of fourElectronic Gaming Monthly editors gave the Game Boy scores of 7.5, 7.0, 8.0, and 2.0. The reviewer who contributed the 2.0 panned the system due to its monochrome display andmotion blur, while his three co-reviewers praised its long battery life and strong games library, as well as the sleek, conveniently sized design of the new Game Boy Pocket model.[71]
The Game Boy launched in Japan on April 21, 1989, with an initial shipment of 300,000 units, which sold out within two weeks.[20] In the United States, 40,000 units were sold on its release day, July 31, 1989, and sales reached one million within weeks.[20][24] By 1995, Nintendo of America reported that 46% of Game Boy players were female, a higher proportion than for theNintendo Entertainment System (29%) andSuper Nintendo Entertainment System (14%).[72]
Before the introduction of the Game Boy Color, over 59.89 million units of the various monochrome Game Boy models had been sold worldwide as of 30 September 1997[update].[73] Nintendo subsequently reported only combined sales figures for the Game Boy and Game Boy Color. By the time of the system's discontinuation in 2003, the monochrome Game Boy models and the Game Boy Color had sold a combined total of 118.69 million units globally: 32.47 million in Japan, 44.06 million in the Americas, and 42.16 million in other regions.[74]
By 1997, the Game Boy and Game Boy Pocket had sold over 64 million units worldwide. Combined lifetime sales of the Game Boy and Game Boy Color models reached approximately 118.69 million units worldwide by the time of discontinuation.
Beyond its commercial success, the Game Boy has had a lasting cultural impact. It helped popularize handheld gaming through an affordable, durable design that brought video games into daily life. The system is frequently cited in retrospectives as a gateway to gaming for a generation of players.[76]
Smithsonian Magazine describes the Game Boy as a permanent fixture of American cultural history, citing its economic significance and enduring appeal.[77] Reflections inThe Guardian characterize it as "a portal to other magical worlds",[76] with players recalling formative gaming experiences.[78]
The Game Boy became a staple within thechiptune scene as hardware for composing music throughmusic trackers such as Little Sound DJ and Nanoloop.[81][82][83][84]
Lego created a set based on the Game Boy in partnership with Nintendo. The set came out October 2025.[85]
The Game Boy remains a cultural icon. The Game Boy is frequently cited in retrospectives as a foundational device in portable gaming, praised for its durability, long battery life, and affordability. It is often displayed in museum exhibits and referenced in discussions of portable device design evolution.
^Yokoi, Gunpei (November 1996)."ゲームボーイを開発した伝説の技術者・横井軍平「私はなぜ任天堂を辞めたか」" [Gunpei Yokoi, the legendary engineer who developed the Game Boy: "Why I left Nintendo"].Bungeishunju (in Japanese). RetrievedMarch 20, 2025.
^abcdefghijGorges, Florent (2024).The History of Nintendo Vol.4: 1989–1999 The Incredible History of the Game Boy. Omaké books.ISBN9798338221631.
^abcdKurokawa, Fumio (July 15, 2022)."ゲームボーイの生みの親・岡田 智氏が任天堂での開発者時代を語った「黒川塾 八十八（88）」聴講レポート" [Attendance report on "Kurokawa Juku 88" where Game Boy creator Satoshi Okada talks about his time as a developer at Nintendo].4Gamer.net (in Japanese).Archived from the original on March 31, 2023. RetrievedMarch 1, 2024.
^abKent, Steve L. (2001).The Ultimate History of Video Games (1 ed.). Roseville, Calif.: Prima Publishing. p. 416.ISBN978-0-7615-3643-7.According to an article inTime magazine, the one million Game Boys sent to the United States in 1989 met only half the demand for the product. That allotment sold out in a matter of weeks and its black and white (except for Konami/Factor 5 games andSeaQuest DSV), was shown in color like the Game Gear version.
^"Game Boy Owner's Manual". Nintendo of America. 1989. p. 6. RetrievedMay 26, 2024.Remove the cover on the back of the GAME BOY and insert the four AA batteries (supplied) as shown in the illustration.
^Masuyama, Meguro (2002). "Pokémon as Japanese Culture?". In Lucien King (ed.).Game On.New York, NY: Universe Publishing. p. 39.ISBN0-7893-0778-2.Pokémon allowed more than metaphorical communication; it made use of a system that created actual communication — a network game.
^"Game Boy Owner's Manual". Nintendo of America. 1989. p. 5. RetrievedMay 26, 2024.(10) Headphone jack (PHONES) — Connect the stereo headphones that come with the GAME BOY to enjoy the impressive sounds of games without disturbing others around you. (11) Speaker — A small built-in external speaker. It will turn on automatically if the headphones are not plugged into the headphones jack.
^"Cart Queries".GamePro. No. 71. August 1994. p. 14.
^Oxford, David (February 14, 2019)."Boy, Oh Game Boy: Play It Loud!".Old School Gamer Magazine.Archived from the original on October 28, 2023. RetrievedOctober 28, 2023.
^"Game List – Released Titles".GameBoy.com. Nintendo of America. January 19, 2001.Archived from the original on January 19, 2001. RetrievedAugust 20, 2018.
^"AtariAge – Lynx History".AtariAge.Archived from the original on December 1, 2016. RetrievedNovember 22, 2016.Eventually the Lynx was squeezed out of the picture and the handheld market was dominated by the Nintendo GameBoy with the Sega Game Gear a distant second.
^Maher, Jimmy (December 22, 2016)."A Time of Endings, Part 2: Epyx".The Digital Antiquarian.Archived from the original on December 23, 2016. RetrievedDecember 23, 2016.
^"Quit Wasting Time on Phone Games and Write Chiptunes Instead".popularmechanics.com. November 15, 2016. RetrievedMay 17, 2025.Of all the different music apps you can find on iOS and Android, one called Nanoloop caught my eye. The descendent of a chiptune program created for real Game Boys, Nanoloop's iOS and Android versions require no special hardware, and have all kinds of additional features.
