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The interesting trend in the 70s was store-branded video games. There were store branded everything in the 70s. I posed this question asking about "linear media" on lddb.com, a laser disc website, and I knew about the Sears Beta, and later found out about the JCPenney VHS, and was wondering if there was a store brand Laser Disc or Selectavision (a format often confused with Laser Disc, but different). I used video game store brands like Sears Telegames, Sears Super Telegames, Tandy Vision, and Montgomery Ward Game System, which were respectively, Atari 2600, Intellivision, Intellivision, and Bally as examples. I don't know the logic behind it. I assume it was to keep store brand loyalty. But I assume it can backfire. If Sears was talking about the Telegames and Super Telegames, and didn't have an Atari 260 and Intellivision section, if you were from Mars, you'd say the were promoting their own brand. Kind of like what Aldi does with most of their food products. Was their marketing not to mention the brand name, and use only the store name? I understand they wanted store loyalty, but did they keep more sales they'd lose to other stores with store brands, or did they lose more sales from brand name people by browsing and seeing only store brand stuff? I'm trying to figure out whether it was a net positive to have store branding or a net negative. If you've owned any of these system during their prime, whether you were a kid, a parent, or a childless grownup at the time: Atari 2600, Intellivision, Bally Astrocade, Sears Telegames, Sears Super Telegames, Tandyvision, Montgomery Ward Game System, the question is "Have you dabbled or stayed loyal, ether out of ignorance of their intercompatibility or out of pride?" By the way, I voted no interactive media, since my first was a Colecovision, which had no store brand problems, and a Sanyo BetaCord (a name brand), and dad didn't avoid Sears for Beta tapes. I think they were branded as Sears Beta brand tapes, which he has bought before. I see them downstairs, so No for avoiding Sears Brand Beta tapes.