The light-grey GAME BOY is one of the most successful game consoles ever. Gunpei Yokoi’s idea was initially met with skepticism on the part of Nintendo: The device was small, and the screen only displayed content in shades of grey – gamers were already used to colored consoles. However, what the unit had going for it was that it was very user-friendly and batteries were not depleted quickly. The GAME BOY weighed in at only 300 grams, was mobile, and was comparatively cheap at only 90 US Dollars or 85 Euros. Moreover, for the first time there was an auxiliary port for headphones, and two players could compete against each other using cable connectors. Indeed, the GAME BOY emerged as the 20th-century’s best-selling gaming console with 120 million units sold, with more female than male buyers. This can be attributed to a marketing gag: The GAME BOY was promoted and sold with the puzzle-like computer game created by Russian mathematician Alexey Pajitnov. The Tetris melody thus became a perpetual catchy tune; the GAME BOY became a cult object.