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Atari squeezed its arcade hit onto a single custom chip and sold the resulting console through Sears under the store's own brand. It became one of that Christmas season's successes and proved the home market was real.
Two questions were settled in one season. Americans would buy a machine that did nothing but play games, and the way to reach them was through retailers they already trusted rather than electronics dealers. Atari's relationship with a national chain also gave it the distribution muscle that made its cartridge console viable two years later.
