Guest Henk Rogers, the contributor to the success and popularity of Tetris, talks about discovering the game, overcoming obstacles, obtaining publishing rights, negotiating Game Boy rights in Moscow, and his journey from video games to environmental activism.
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Quick takeaways
Henk Rogers successfully navigated a complex web of bureaucracy and secured the worldwide rights to publish Tetris.
Rogers formed a strategic alliance with Tetris inventor Alexey Pajitnov, protecting their rights and ensuring fair compensation.
Word-of-mouth and personal experiences were crucial in Tetris' rise to popularity, overcoming initial advertising challenges.
Deep dives
Hank Rogers gets hooked on Tetris
Hank Rogers encounters Tetris at a trade show and is instantly captivated by the puzzle game's simplicity and potential. He brings the game to Japan and secures the rights to publish it on personal computers. Despite facing obstacles and companies claiming the rights to Tetris, Rogers perseveres and negotiates a deal with the inventor, Alexey Pajitnov. Rogers secures the rights to publish Tetris on the Game Boy worldwide, leading to massive success with millions of units sold.
Negotiating the Tetris deal in Moscow
In Moscow, Rogers engages in intense negotiations with the Soviet officials who oversee Tetris. Despite initial suspicion and tension, Rogers explains the intricacies of the gaming industry and ultimately strikes a deal to secure the rights to Tetris on the Game Boy. The agreement includes substantial royalties for each unit sold, and Rogers celebrates with the officials after signing the contract. This deal allows him to publish Tetris on the Game Boy and achieve massive worldwide success.
Hank Rogers forms a partnership and secures the rights
Following the dissolution of the Soviet Union, negotiations continue as Tetris rights become privatized. Alexey Pajitnov, the game's inventor, allies with Rogers, reaching an agreement in 1993. Rogers takes on the role of representing Pajitnov and successfully prevents others from taking control of the Tetris rights. Their partnership remains strong, allowing Rogers to continue benefiting from the success of Tetris while ensuring Pajitnov receives his fair share of rewards.
Securing the Nintendo Rights
The speaker recounts how he obtained the rights to publish Tetris for Nintendo in Japan. He reached out to Atari, who had the console rights, and made his pitch. After some negotiation, Atari agreed to give him the rights for $300,000. He then had to finance the production of the cartridges, eventually securing 70,000 copies of Tetris for the Nintendo console.
The Success of Tetris
At first, Tetris struggled to gain traction due to the difficulty of conveying its gameplay through advertising. However, word-of-mouth and people experiencing the game firsthand led to its popularity skyrocketing. By the end of January, Tetris was sold out everywhere, and distributors were clamoring for more copies. Orders for 200,000 copies started coming in, requiring a significant financial investment. Despite initial challenges, Tetris became a massive hit on Nintendo consoles, setting the stage for its future success.
Tetris is one of the most popular video games of all time, and Henk Rogers helped make it happen. He first discovered the game at a convention in 1988, and immediately saw how elegant and addictive it was. As a software developer based in Japan, Henk set out to obtain selected publishing rights, but waded into a tangle of red tape that stretched from Japan to the U.S. to the Soviet Union. He eventually ventured behind the Iron Curtain to bluster his way into the obscure government office that managed Tetris. While in Moscow, Henk also met the game’s inventor, Alexey Pajitnov, and the two of them hit it off. After much legal wrangling across many time zones, Henk and Alexey won the worldwide rights to the game; and today, Tetris has sold over 500 million copies.
This episode was produced by Sam Paulson, with music by Ramtin Arablouei and Sam Paulson.
Edited by Neva Grant, with research help from Katherine Sypher.
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