Could Nintendo have gone to Milton Bradley and asked for a character representing the Microvision? Hypotheoretically, yes, but in this case it's more expensive for a hypotheoretical character that can only pull from 12-13 games*. G&W could pull from 60 games and Sakurai wouldn't have to go through third party hoops.The ****, guy. G&W didn't invent handheld electronic games. They'd already been around for 4 years before the first G&W game was created. Things don't just start existing only when Nintendo does them.
There's a similar case with Pong and Color TV-15 - sure, Nintendo didn't invent the wheel, but they chose the latter as cheaper way (and as a reference to the former).
*(Parker Brothers' Merlin falls under a similar boat - it was also commercially successful, but we're talking about a third party license with 6-9 games where Nintendo might instead look at the relatively cheaper first party alternative. And again, the G&W did well during its life.)
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