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Nintendo's software excelled in the 3rd gen, along with their marketing strategy. They did the following in response to the video game crash:

- Deviated from a games console and instead referred to it as an "Entertainment System"
- the original came with ROB. It's main strategy was to get parents into thinking that it was a more futuristic system (despite the components inside the NES being up to several years old at the time).
- Used the front-loader to give it more of the look of something practical like a VCR, rather than a games console
- The Controversial "seal of quality" may have had some developers annoyed, but it forced a lot of companies to spend the time to polish up their game properly. Releasing innovative software themselves at the time didn't hurt, either...