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| [[File:DDI logo brain.png|thumb|Data Design's logo introduced in 1999]] | | {{Infobox company |
| '''Data Design Interactive''' was a British video game company. Founded in 1983 by Stewart Green as '''Data Design Systems''', the company started off creating budget software for the [[Wikipedia:ZX Spectrum|ZX Spectrum]]. | | | name = Data Design Interactive Limited |
| | | logo = Data Design logo transparent small.png |
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| | | former_name = Data Design Systems |
| | | type = {{ubl|[[Wikipedia:Privately held company|Private]] (UK Ltd, US LLC)|[[Wikipedia:Subsidiary|Subsidiary]] (UK)}} |
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| | | ISIN = <!-- {{ISIN|sl=n|pl=y|...}} --> |
| | | industry = [[Wikipedia:Video game industry|Video games]] |
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| | | predecessor = <!-- or: predecessors = --> |
| | | incorporated = <!-- Legal jurisdiction of incorporation, often a country or US state. Sometimes otherwise, for example "England and Wales" --> |
| | | founded = {{Start date and age|1983}} in [[Wikipedia:Halesowen|Halesowen]], England |
| | | founder = Stewart Green |
| | | defunct = {{End date|2012|7|24}}<ref name="gov.uk insolvency"/> (UK branch) |
| | | fate = |
| | | successor = {{hlist|Data Design Interactive LLC|Carnival Games}} |
| | | hq_location = |
| | | hq_location_city = [[Wikipedia:Stourbridge|Stourbridge]], [[Wikipedia:West Midlands (county)|West Midlands]] |
| | | hq_location_country = England |
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| | | parent = Green Solutions Ltd |
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| | '''Data Design Interactive''' was a British [[Wikipedia:Video game developer|video game developer]]. The company was founded by Stewart Green in 1983 as '''Data Design Systems''' for him to create and sell budget software for the [[Wikipedia:ZX Spectrum|ZX Spectrum]]. |
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| == History == | | == History == |
| === Formation ===
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| {{quote box |quote = I decided I wanted to break into the budget software market — I think the software industry could be killing itself with the £10 game. Budget software like Cascade's 50 Games compilation, has got to be value for money — if you only play each game on a 50 game compilation for ten minutes, then you’ve had over a day’s solid entertainment. |source = Stewart Green, ''CRASH''<ref name="Crash 28"/> |width = 50%}} | | |quote = I decided I wanted to break into the budget software market − I think the software industry could be killing itself with the £10 game. Budget software like Cascade's [[Wikipedia:Cassette 50|50 Games compilation]], has got to be value for money − if you only play each game on a 50 game compilation for ten minutes, then you've had over a day's solid entertainment. |
| | | |author = Stewart Green |
| Data Design Systems was founded in 1983 by Stewart Green.<ref name="Crash 28"/><ref name="DDI history"/><ref name="Animation World"/> The previous year had seen the release of the [[Wikipedia:ZX Spectrum|ZX Spectrum]], an [[Wikipedia:8-bit computing|8-bit]] [[Wikipedia:Home computer|home computer]] that would go on to sell over five million units. While the Spectrum had inferior hardware compared to its competitors like the [[Wikipedia:Commodore 64|Commodore 64]] and the [[Wikipedia:BBC Micro|BBC Micro]], the low cost of both the computer and its [[Wikipedia:ZX Spectrum software#Tape|cassette-based games]] led to it becoming a successful gaming platform in the United Kingdom.<ref name="NME"/> Green had purchased a [[Wikipedia:ZX Spectrum|Spectrum]] soon after its release, and had spent his free time learning how to program on it before leaving his engineering apprenticeship to pursue a career in software development. He attempted to sell two of his earliest games, ''Alien'' and ''Bomber'', for £2 each at [[wikipedia:computer show|computer shows]]. After selling only a small number of copies, he decided that a compilation of multiple games on one cassette tape would sell better than individual games, as well as allow him to charge a higher price for the tape and let shops take in a larger profit margin.<ref name="Crash 28"/>
| | |source = interview in ''[[Wikipedia:Crash (magazine)|CRASH]]'' issue 28<ref name="Crash 28"/> |
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| [[File:DDS Luna Rover screenshot.png|thumb|256px|left|''Luna-Rover'', one of Data Design's earliest games]]
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| Green applied for the UK government’s [[Wikipedia:Enterprise Allowance Scheme|Enterprise Allowance Scheme]], an initiative which gave an income of £40 per week for one year to anyone unemployed who wanted to set up their own business and had £1000 of their own funds to invest in the project.<ref name="Crash 28"/><ref name="Inc"/> Deciding to develop for the budget software market, he began work on ''Astrocade'', a collection of six games on one tape. At the same time, he found out how to package games properly and was learning business practices from his three free interviews with the Business Advice Centre that the Enterprise Allowance Scheme gave him. Green wanted the compilation to be sold in a large package; he initially planned to use the same cardboard boxes that [[Wikipedia:Beyond Software|Beyond Software]] games used, before he found out that the cardboard dies for that would cost at least £800 and decided to use video boxes instead. Not wanting to pay "hundreds of pounds for a simple piece of artwork," Green got an art student from a local school to create box art for free as portfolio work. Getting game screenshots took two weeks due to the photographer hired not knowing how to take photographs of a television screen.<ref name="Crash 28"/>
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| [[File:Crash Astrocade.jpg|thumb|220px|Stewart Green advertising ''The Astrocade Collection'']]
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| Development of ''The Astrocade Collection'' concluded in late 1985.<ref name="DDI history"/><ref name="Alien"/> It contained three previously-developed games, ''Alien'', ''Bomber'', and ''Luna-Rover'', as well as three original games, ''Caverns d'Or'', ''Simeon'', and ''Zombie Island''.<ref name="PCW 518"/><ref name="YS07"/> The collection's development ended up costing £3000. Green priced ''Astrocade'' at £4.50, but had difficulty distributing it; most distributors did not respond to him, and [[Wikipedia:WHSmith|Smith's]] wanted the the product to have a [[Wikipedia:Barcode|barcode]], which would cost him another £100. He initially sold copies of ''Astrocade'' by offering them on sale at local computer shops.<ref name="Crash 28"/> Lacking a budget for advertising, he sent copies of the collection packaged with a [[Wikipedia:Mars (chocolate bar)|Mars bar]] to computer magazines to encourage reviews.<ref name="Crash 27"/> An earlier version of ''Alien'' was also published as type-in machine code in the February 1986 issue of [[Wikipedia:Your Sinclair|''Your Sinclair'']].<ref name="YS02"/> Graeme Kidd from the ZX Spectrum magazine [[wikipedia:Crash (magazine)|''CRASH'']] interviewed Stewart Green at Data Design, which at the time was operated out of the front room of his house in [[wikipedia:Halesowen|Halesowen]]. The interview was published in the May 1986 issue of ''CRASH''; by that point, Green had sold only around one hundred copies of ''Astrocade''.<ref name="Crash 28"/> Following this, Green advertised the collection through various computer magazines, giving an address for viewers to [[wikipedia:mail order|mail order]] the game from.<ref name="YS07"/>
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| ''The Astrocade Collection'' recieved mixed reviews from contemporary magazines. Reviewers criticised the quality and originality of the games in the collection, though were more positive about the collection's low price and the overall value per game, as well as the collection being Data Design's first major publication.<ref name="PCW 518"/><ref name="YS07"/><ref name="Crash 29"/><ref name="CG15"/> Stewart Green responded with appreciation for the reviews, though he disagreed with the originality of the games being an issue ("How many [[Wikipedia:Exploding Fist|''Exploding Fist''s]] are there now?") and criticised ''Popular Computing Weekly'''s claim that ''Luna-Rover'' had graphics resembling those of a [[Wikipedia:ZX81|ZX81]] game.<ref name="PCW 526"/> From July 1986 onward, Data Design lowered the cost of ''Astrocade'' to £1.99 (plus 40p for postage and packaging).<ref name="CG16"/><ref name="YS09"/>
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| [[File:DDS logo 1987.jpg|thumb|220px|1987 Data Design logo]]
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| Green intended for ''Astrocade'' to supply him with funds while he developed a larger project. He announced the development of a [[Wikipedia:Play-by-mail game|play-by-mail game]] in his interview with ''CRASH''; Green believed that the previous summer had been the last chance for self-employed developers to start in the software market, and claimed that small software developers offered the best service for play-by-mail games.<ref name="Crash 28"/> Other Spectrum software Green developed and released during 1985–1986<ref name="DDI history"/> included ''Space Fright'', a reskin of ''Alien'',<ref name="YC14"/> ''Invadas'', a [[Wikipedia:Space Invaders|''Space Invaders'']] clone,<ref name="YS07 code"/> and ''Elite Editor'', an editor for the ZX Spectrum version of [[Wikipedia:David Braben|David Braben]] and [[Wikipedia:Ian Bell (programmer)|Ian Bell's]] [[Wikipedia:Elite (video game)|''Elite'']].<ref name="Crash 31"/><ref name="YS09 p93"/> Data Design Systems also published programs for ZX Spectrum software development, including ''BASIC +'', a collection of six programs for writing software in [[wikipedia:BASIC|BASIC]], in 1986,<ref name="YS09 p93"/><ref name="YS13"/> and ''Sprite Designer'', ''Printer'', and ''64 Column Display'' in 1987.<ref name="YS14"/> ''BASIC +'' was originally released for £5.99, later increased to £12; following the release of the other three programs it was priced at £10 while the others were available for £6 each, or all four could be purchased together for £14.<ref name="YS09 p93"/><ref name="YS13"/><ref name="YS14"/>
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| === PSS ===
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| In his interview with ''CRASH'', Stewart Green expressed that he may have to take up freelance work to survive as a small software house.<ref name="Crash 28"/> Beginning in 1987, Data Design Systems developed ZX Spectrum ports of [[Wikipedia:Commodore 64|Commodore 64]] games for [[Wikipedia:Personal Software Services|Personal Software Services]] (PSS).
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| == References == | | == References == |
| {{Reflist|refs= | | {{reflist|refs= |
| <ref name="Alien">Green, Stewart (1 November 1985). ''Alien'' (''Astrocade'' version). Data Design Systems. Title screen. "© 1.11.85".</ref> | | <ref name="Crash 28">{{cite magazine |url=https://archive.org/details/crash-magazine-28/page/n75/mode/2up?view=theater |title=This Little Proggy Went To Market... |last=Kidd |first=Graeme |date=May 1986 |magazine=[[Wikipedia:Crash (magazine)|CRASH]] |publisher=[[Wikipedia:Newsfield|Newsfield Limited]] |location=[[Wikipedia:Ludlow|Ludlow]], [[Wikipedia:Shropshire (district)|Shropshire]] |page=76 |archive-url=https://web.archive.org/web/20230625034910/https://www.crashonline.org.uk/28/dds.htm |archive-date=25 June 2023 |url-status=live |access-date=29 November 2025 |via=''CRASH'': The Online Edition}}</ref> |
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| <ref name="Animation World">Younghusband, Paul (February 2001). [https://www.awn.com/mag/issue5.11/5.11pages/younghusbandartworld.php3 "A One Stop Digital Shop: Data Design Interactive and Artworld UK"]. [[Wikipedia:Animation World|''Animation World Magazine'']]. Vol. 5, No. 11. AWN, Inc. [https://web.archive.org/web/20230118045641/https://www.awn.com/mag/issue5.11/5.11pages/younghusbandartworld.php3 Archived] from the original on 18 January 2023. Mirror available at [https://www.awn.com/animationworld/one-stop-digital-shop-data-design-interactive-and-artworld-uk Animation World Network].</ref>
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| <ref name="CG15">Hetherington, Tony (June 1986). [https://archive.org/details/Computer_Gamer_Issue_15_1986-06_Argus_Press_GB/page/n38/mode/1up?view=theater "Adventure Reviews"]. [[wikipedia:Computer Gamer|''Computer Gamer'']]. No. 15. [[Wikipedia:Newsfield|Newsfield Publications Ltd]]. p. 39.</ref>
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| <ref name="CG16">[https://archive.org/details/Computer_Gamer_Issue_16_1986-07_Argus_Press_GB/page/n28/mode/1up?view=theater ''Astrocade'' advertisement]. [[wikipedia:Computer Gamer|''Computer Gamer'']]. No. 16, July 1986. [[Wikipedia:Newsfield|Newsfield Publications Ltd]]. p. 29.</ref>
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| <ref name="Crash 27">Mangram, Lloyd (April 1986). [https://archive.org/details/Crash_No._27_1986-04_Newsfield_GB/page/n111/mode/1up?view=theater "Merely Mangram"]. [[wikipedia:Crash (magazine)|''CRASH'']]. No. 27. [[Wikipedia:Argus Specialist Publications|Argus Specialist Publications]]. p. 112.</ref>
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| <ref name="Crash 28">Kidd, Graeme (May 1986). [https://www.crashonline.org.uk/28/dds.htm "This Little Proggy Went To Market..."]. [[wikipedia:Crash (magazine)|''CRASH'']] - The Online Edition. No. 28. [[Wikipedia:Newsfield|Newsfield Publications Ltd]]. p. 76. [https://web.archive.org/web/20230625034910/https://www.crashonline.org.uk/28/dds.htm Archived] from the original on 25 June 2023.</ref>
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| <ref name="Crash 29">Kidd, Graeme (June 1986). [https://archive.org/details/crash-magazine-29/page/n97/mode/2up?view=theater "The Games Gatherings"]. [[wikipedia:Crash (magazine)|''CRASH'']]. No. 29. [[Wikipedia:Newsfield|Newsfield Publications Ltd]]. pp. 98–99.</ref>
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| <ref name="Crash 31">Green, Stewart (August 1986). [https://archive.org/details/crash-magazine-31/page/n58/mode/1up?view=theater "Six games for £1.99"]. [[wikipedia:Crash (magazine)|''CRASH'']]. No. 31. [[Wikipedia:Newsfield|Newsfield Publications Ltd]]. p. 59.</ref>
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| <ref name="DDI history">[https://web.archive.org/web/20041216050634/http://www.datadesign.uk.com/history_page.htm History]. ''datadesign.uk.com''. Data Design Interactive. Archived from the original on 16 December 2004.</ref>
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| <ref name="Inc">Dellheim, Charles (1 July 1996). [https://www.inc.com/magazine/19960701/1725.html "Thatcher's Self Employment"]. [[Wikipedia:Inc. (magazine)|''Inc.'']] [https://web.archive.org/web/20030415171759/http://www.inc.com/magazine/19960701/1725.html Archived] from the original on 15 April 2003. Retrieved 25 June 2023.</ref>
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| <ref name="NME">Mason, Graeme (18 February 2022). [https://www.nme.com/features/gaming-features/zx-spectrum-at-40-a-look-back-3162913 "ZX Spectrum at 40: a look back"]. ''NME''. [https://web.archive.org/web/20230623020127/https://www.nme.com/features/gaming-features/zx-spectrum-at-40-a-look-back-3162913 Archived] from the original on 23 June 2023.</ref>
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| <ref name="PCW 518">Taylor, Graham (1 May 1986). [https://archive.org/details/popular-computing-weekly-1986-05-01/page/n59/mode/2up?view=theater "New releases"]. [[Wikipedia:Popular Computing Weekly|''Popular Computing Weekly'']]. Vol. 5 No. 18. [[Wikipedia:Sunshine Publications|Sunshine Publications]]. pp. 44–45.</ref>
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| <ref name="PCW 526">Green, Stewart (26 June 1986). [https://archive.org/details/popular-computing-weekly-1986-06-26/page/n9/mode/1up?view=theater "Review reaction"]. [[Wikipedia:Popular Computing Weekly|''Popular Computing Weekly'']]. Vol. 5 No. 26. [[Wikipedia:Sunshine Publications|Sunshine Publications]]. p. 10.</ref>
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| <ref name="YC14">Evans, Gary (ed.) (May 1986). [https://archive.org/details/your-computer-magazine-1986-05/page/n65/mode/1up?view=theater "Software Exchange"]. [[Wikipedia:Your Computer (British magazine)|''Your Computer'']]. Vol. 6 No. 5. Focus Investments Ltd. p. 66.</ref>
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| <ref name="YS02">Cox, Kevin (ed.) (February 1986). [https://archive.org/details/Your_Sinclair_002/page/48/mode/1up?view=theater "Alien by Stewart Green"]. [[Wikipedia:Your Sinclair|''Your Sinclair'']]. Issue 2. [[Wikipedia:Dennis Publishing|Sportscene Specialist Press]]. pp. 48–52.</ref>
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| <ref name="YS07">Phillips, Max (July 1986). [https://archive.org/details/Your_Sinclair_007/page/61/mode/1up?view=theater "Screen Shots"]. [[Wikipedia:Your Sinclair|''Your Sinclair'']]. Issue 7. [[Wikipedia:Dennis Publishing|Sportscene Specialist Press]]. p. 61.</ref>
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| <ref name="YS07 code">Cox, Kevin (ed.) (July 1986). [https://archive.org/details/Your_Sinclair_007/page/48/mode/1up?view=theater "Invadas by Stewart Green"]. [[Wikipedia:Your Sinclair|''Your Sinclair'']]. Issue 7. p. 48.</ref>
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| <ref name="YS09">South, Phil (September 1986). [https://archive.org/details/Your_Sinclair_009/page/n7/mode/1up?view=theater "Frontlines"]. [[Wikipedia:Your Sinclair|''Your Sinclair'']]. Issue 9. [[Wikipedia:Dennis Publishing|Sportscene Specialist Press]]. p. 5.</ref>
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| <ref name="YS09 p93">Green, Stewart (September 1986). [https://archive.org/details/Your_Sinclair_009/page/n95/mode/1up?view=theater "Data Design"]. [[Wikipedia:Your Sinclair|''Your Sinclair'']]. Issue 9. p. 93.</ref>
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| <ref name="YS13">Green, Stewart (January 1987). [https://archive.org/details/Your_Sinclair_013/page/n124/mode/1up?view=theater "Data Design"]. [[Wikipedia:Your Sinclair|''Your Sinclair'']]. Issue 13. [[Wikipedia:Dennis Publishing|Sportscene Specialist Press]]. p. 123.</ref>
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| <ref name="YS14">Green, Stewart (February 1987). [https://archive.org/details/Your_Sinclair_014/page/100/mode/1up?view=theater "D.D.S. The Programming Specialists"]. [[Wikipedia:Your Sinclair|''Your Sinclair'']]. Issue 14. [[Wikipedia:Dennis Publishing|Sportscene Specialist Press]]. p. 100.</ref> | | <ref name="gov.uk insolvency">{{cite web |url=https://find-and-update.company-information.service.gov.uk/company/03817591/insolvency |title=Data Design Interactive Limited - Insolvency |website=Find and update company information |location=[[Wikipedia:Cardiff|Cardiff]], Wales |publisher=[[Wikipedia:Companies House|Companies House]] |via=[[Wikipedia:gov.uk|GOV.UK]] |archive-url=https://web.archive.org/web/20251129112646/https://find-and-update.company-information.service.gov.uk/company/03817591/insolvency |archive-date=29 November 2025 |access-date=29 November 2025 |url-status=live}}</ref> |
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| [[Category:Video game companies]] | | [[Category:1983 establishments]] |
| | [[Category:2012 disestablishments]] |
| | [[Category:Data Design Interactive| ]] |
| | [[Category:Video game companies of the United Kingdom]] |
