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In order to boost its revenue, SNK needed to once again go in a new direction. During the mid-'80s, that new direction was publishing games for the NES. In the early 1990s, it was going after the enthusiasts with the NeoGeo MVS and AES. What would SNK's new strategy be in 1999? Going after the handheld market, which at the time was 100 percent dominated by Nintendo's Game Boy Color. NeoGeo Pocket Color Show anyone a portable video game system, whether it's a Game Boy Advance, an old-school Sega Game Gear, or the newfangled Nokia N-Gage, and chances are he or she will ask you something along the lines of, "What kind of Game Boy is that?" In 1998, this was the handheld market: Nintendo's monochrome Game Boy Pocket. Like it or not, the name "Game Boy" is synonymous with handheld game systems. It was like that in 1998 also. Many companies--including Atari, Sega, NEC, and Tiger Electronics--had already tried to break into the lucrative portable video game market with machines that were vastly superior to Nintendo's Game Boy line but had been outgunned where it mattered most: the software. By and large, the audience for handheld video games is younger than the audience for console games. Often, parents are buying games for their kids--and parents tend to buy what they've heard of or what their kids already like. The Atari Lynx had Steel Talons and Ms.
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