Commercial Breaks: The Battle For Santa's Software

8pm, 13 December, 1984. BBC2 aired The Battle For Santa's Software. The penultimate episode of documentary series Commercial Breaks. It is brilliant. A 30 minute time capsule of eighties excess, corporate culture, and success and failure. It would have been a real ripped-from-the-headlines watch at the time because the fallout from Imagine's liquidation continued into 1985. The production team must have been simultaneously delighted and stressed out when the company they were documenting imploded, spectacularly, and right in front of them. Copies of The Battle For Santa's Software. have been available on Youtube for years but on 13th June 2025 the BBC Archive channel uploaded a copy in pristine high definition. It looks lovely and understandably has grabbed a lot of attention; at the time of writing on 22nd June it's already racked up 64,000 views. Obviously I want to surf this zeitgeist but how? What can I say that hasn't already been said? How about if I just watch it and write about whatever comes to mind. Welcome to The Battle For Santa's Software the slightly annotated version.

Artic

396 James Reckitt Avenue, Hull, HU8 0JA

Artic Computing is a classic success story. It was founded in 1981 with £20 of pocket money by an 18-year-old schoolboy called Richard Turner. Since then it has developed into a software company with an annual turnover of around £750,000, and plans for worldwide expansion.

Platinum Productions

Ayrshire

I'm slowly transferring residents of the Untraceables gulag to pages of their own (see the CGL article for a full explanation why). I was originally planning to move New Generation Software this week but they've unexpected turned out to be more complicated than expected, so they'll have to wait. We're off on a trip to Ayreshire instead. Can I learn anything new about Ocean and US Gold's preferred development house for converting games to the ZX Spectrum?

Automata Adverts

March 17 1983 to May 1 1985. 109 weeks. J. Alfred Prufrock measured out his life in coffee spoons. Automata measured theirs with weekly adverts on the back page of POPULAR COMPUTING WEEKLY. The first Automata advert, 17-23 March 1983, sits alongside news about the 16K Oric and Commodore's proposed factory in Corby, and reviews for Football Manager, The Hobbit, and Automata's Pimania. The last advert sits next to details about a new computer called the Amiga and the liquidation of Bug-Byte, and reviews of... well it wasn't a great week for classic games, Booty, Shadowfire, and Spy Hunter are probably the most notable titles. Those two years cover a lot of ground and the advantage of the weekly grind is that Christian Penfold, Mel Croucher, and artist Robin Evans frequently turn their gaze out onto the wider industry when casting around for material. The adverts provide a window onto how the UK software scene looked and how Automata regarded itself. 

Automata UK

65(a) Osbourne Road, Portsmouth, PO5

Most of the pages of this blog exist because they give me a warm hug of nostalgia. "I loved Highway Encounter," etc, etc, etc. But occasionally things get more complicated. Newsfield, for example, was supposed to be my lovely stroll down memory lane but instead forced me to consider the difference between the job of my dreams and the realities of working with actual fallible humans. Automata is also less straightforward. Positioned deliberately outside the mainstream of UK software, they were, and remain, a contradiction. A counterculture business. Simultaneously obscure and well known. Lionised, today, and yet my memory is of not liking them much. Was I a stuffy teen conformist, unable to cope with anything which didn't fit into my plastic-fantastic routine of Top of the Pops on Thursday and Howard's Way on Sunday? Am I, as Star Trek once put it, Herbert?

Quicksilva

Palmerstone Park House, 13 Palmerstone Road, Southampton

I didn't realise how interconnected the British software scene could be. The story of Mastertronic blurs into the story of Virgin Games. The Liverpool software houses give the impression of all living in each other's pockets. You can't write about Software Projects without writing about Bug-Byte and you can't write about Bug-Byte without writing about Imagine and you can't write about Imagine without writing about Denton Designs. The same is true of Quicksilva. Its story is part of the story of Argus Press Games. And also part of the story of Electric Dreams. And part of the story of Activision. Oh, and part of the story of Bug-Byte. I feel I should make one of those complicated maps with pins stuck in it and string joining the pins together.

Atari Corp (UK) Ltd

Atari House, Railway Terrace, Slough, SL2

Atari was founded in 1972, and it took 10 years for them to cross the Atlantic and set up their UK subsidiary. This was well after Commodore, who arrived in 1969 in their guise as a manufacturer of typewriters, and just before Activision, who set up their UK branch in the autumn of 1983. At least, that's the simple answer. I thought the story of Atari UK was going to be an easy one to write. I was wrong.   

Enterprise / Entersoft

31-37 Hoxton Street, London, N1 

Once upon a time there was a company called Samurai Computers Ltd. Unfortunately for boring business reasons it had to change its name to Elan. This name also didn't stick and the company briefly toyed with the name Flan but everybody laughed. So the company changed its name again, to Enterprise. And then it finally released the computer it had been developing for nearly three years.

Electronic Arts

"American Invaders on the Way," was how COMPUTER & VIDEOGAMES announced the existence of Electronic Arts to British computer owners. "Electronic Arts is the name of a new American software house set up by a group of independent games designers." (January 1984 page 16 ). The news was a little out of date. The company had been founded two years previously by ex-Apple Director Trip Hawkins. Now, for the first time, its games would be available in the UK, distributed by Centresoft, who would go on to launch US Gold later in 1984. "If US are Gold then we must be Platinum!" Trip Hawkins later told C&VG*

A&F Software

Unit 8, Canal Side Industrial Estate, Woodbine Street East, Rochdale, OL16

A was Doug Anderson and F was Mike Fitzgerald and when they got together it was murder to establish a software house in Manchester. A&F Software is now mainly remembered for a single game, Chuckie Egg, but the company was more than a one-hit-wonder. It shares some similarities with Silversoft. Both companies were pioneers of the early computer games industry and struggled as the market became more established and professional in the mid-eighties, and finally sold out to a bigger brand. The first question, of course is, is the company called A&F or AF or A+F or A'n'F? The answer, it was known as all four at various times across its history. I'll try to use the correct version as we go on because I find that's the kind of perverse pedantry I find funny.

Molimerx

1 Buckhurst Road, Town Hall Square, Bexhill

I was browsing the first issue of COMPUTER & VIDEOGAMES when I bumped into an advert for a company called Molimerx. I'd never heard of them. I would love to claim my spider-sense tingled and I realised this was something worth writing up, but I didn't. I just moved on to the next page. A few months later I was trying to dig up some information on Program Power and there on page 158 of the August 1980 issue of PERSONAL COMPUTER WORLD was another advert in the same style. A full page advert with eye-catching black and white art, and the slogan "INNOVATIVE TRS-80 SOFTWARE FROM THE PROFESSIONALS." This was odd. Molimerx were old. They were a big professional software house at a time when, my understand was, big professional software houses didn't exist. 

Bitmap Brothers

C1, Metropolitan Wharf, Wapping Wall, London, E1

What's cooler than being cool? Ice cold! Obviously. What did it take to be cool in the 1990s? Shades. Check. A leather jacket. Check. White shirt. Check. Jeans. Check. Helicopter (optional). Check. No one was cooler than the Bitmap Brothers.

The Edge/ Softek

12/13 Henrietta Street, London, WC2E

It seems silly to sit here and worry about whether I should write about Softek and their better known label The Edge, but that's exactly what I'm doing. I know it's silly. I don't have to write about anyone if I don't want to. I'm not a journalist. I have no obligation to history. I will suffer no consequences if I don't write about Softek, it's not like someone's going to drop an anvil on my head. Plus, I'd quite like to write about Softek. They were one of the first companies I thought of when I started planning this blog. They wrote some notable games. So why am I so worried? Because Softek's founder was Tim Langdell.

Cascade

 Suite 4, 1-3 Haywra Crescent, Harrogate, North Yorkshire, HG1

"It is impossible to tell you everything about the 50 games on CASSETTE 50 but they include many types such as maze, arcade, missile, tactical, and logic games to suit most tastes in computer game playing. CASSETTE 50 will appeal to people of all ages and the games will provide many hours of entertainment for all the family at a fraction of the cost of other computer games." I remember seeing the advert for Cassette 50 and crunching the numbers in my head. Alien 8 was lots of fun at £9.95 and that was just one game. Logically Cassette 50 had to be fifty times better than Alien 8. It's just mathematics. And it comes with a free calculator watch. Neat! 

Hewson Consultants / 21st Century Entertainment

56b Milton Trading Estate, Milton, Abingdon, OX14 4RX 

I like RETRO GAMER magazine a lot but sometimes they make life difficult for me. I was in the very early stages of thinking about this update when I settled down to read issue 241, and what did I find on page 38? An article called A Tribute to Hewson by Graeme Mason. A full page on the history of the company plus another seven pages of game highlights, along with Andrew Hewson's memories of each title. [Public service announcement -Most UK libraries subscribe to a free service called PressReader which includes RETRO GAMER. If you log on via the PressReader app you should be able to see a couple of years worth of back issues. End of public service bit]. With RETRO GAMER covering the history of Hewson Consultants this is, I guess, the story of how I recently drove to an industrial estate near Oxford. I'll try not to be too passive aggressive. 

Ocean

6 Central Street, Manchester, M2

There's a running joke in the Mary Whitehouse Experience Encylopedia where Rob Newman gets increasingly frustrated at having to define simple words. I feel this entry for Ocean should read a bit like his definition of Tree. Ocean: "Don't be stupid you know who Ocean are. You know, Ocean. OCEAN! OCEAN! It's Ocean. Jesus..." The company is already well documented. There's a history of Ocean by Chris Wilkins and Roger Kean. Mark R Jones wrote Load Dij Dij which covers his experience working there and captures the excitement of going from an external observer of a company, to an insider. RETRO GAMER has half a dozen articles, there are umpty-hundred videos on Youtube about Ocean's best games and their worst and their history and their rise and fall. The BBC covered Ocean at least twice, in their notorious 1984 Commerical Breaks documentary, and they sent Keith Chegwin there to check it out in 1988. This blog entry might be redundant before its even begun.

Bug-Byte

Mulberry House, Canning Place, Liverpool, L1

Last year, on an intermittently showery day in December, I went for a walk round Liverpool. My route was carefully plotted and I managed to take in the ex-offices of Software Projects, Imagine, Odin, Thor, Denton Designs, and Bug-Byte. What I hadn't taken into account, because it was the early days of the blog, was this material effectively represented five months of updates and once it was spread out I'd be writing about my grand day out almost a year later. Still, here we are, ending with the company that began it all. This then is the final movement of my Liverpool Oratorio. 

Denton Designs

30 Rodney Street, Liverpool, L1

When Imagine software went bang in 1984 it's ex-employees scattered across Liverpool; some went to Odin, some to Software Projects, and six went off and set up Denton Designs, their own development house. Steve Cain, Ally Noble, John Gibson, Karen Davies, Graham Everitt, and Ian Weatherburn were the original six. Karen Davies later told CRASH: 'We just sat down and rang round the major software companies offering our services... We were surprised at the reaction we got from companies -it was invariably favourable. Business wise people were naturally a bit wary at first, because of the Imagine reputation, but as programmers and artists we had a good grounding and reputation, and people had heard of us through the Imagine name." (June 1985 page 30)

Silversoft

London House, 271/273 King Street, W6

FOR ADDED REALISM PLAY THIS STANDING IN THE BATH. The bold advertising strapline on Silversoft Ltd's advert for Worst Things Happen at Sea got the company dinged by the Advertising Standards Authority. CRASH issue 13 (February 1985 page 59) reported how two members of the public complained on the grounds that electricity and water don't mix, and in a game likely to appeal to children the advert encouraged  a disregard for safety. You can view the offending advert here in CRASH issue 11 (December 1984 page 139). Out of curiosity I sent an email to the ASA, and got a polite but brief reply. "Thank you very much for contacting the Advertising Standards Authority with regard to ruling made against the company Silversoft Ltd in 1984 or 1985. I am afraid I am unable to help you on this occasion, as that ruling was archived off many years ago and we no longer have access to it."

Odin Computer Graphics / Thor (Computer Software)

The Podium, Steers House, Canning Place, Liverpool, L1

In the lands of the north where the black rocks stand guard against the cold sea, in the dark night that is very long, the men of the northlands sit by their great log fires and they tell a tale.